Под предлогом наведения Lower-order advertising market is being prepared for processing.
chief executive Oleg Kondrashov called her a "constitution" in outdoor advertising, although It was developed behind the scenes, inside the MU "Advertising Service of Nizhny Novgorod, without a broad discussion not only with the public, but also with the expert community. But city leaders have already warned MPs that an objection to the concept will not be accepted. With careful reading of the "constitution" becomes clear: this is not the concept of outdoor advertising of the city, but concrete plans of certain group companies to promote their business.
www.mk.ru/regions/nijniy-novgorod/article/2011/02/16/566162-oni-nichego-ne-boyatsya.html
sharpened by a monopolist
Further action to restore order in this regard, the establishment of the scheme of the dislocation advertising objects can not only clear the bottom of unnecessary structures, but also on the "extra" participants in this market and further consolidate monopoly Group News Outdoor. Conceptualize under the guidance of a native of the company's director of MU Viatcheslav Vinogradov.
For the uninitiated into the mysteries of the Nizhny Novgorod advertising "yard" concept looks very attractive. The problem is posed noble - to save bottom, especially its historic area of improper and illegal advertising distracting beauty of our city and its architectural parts. Quote:
"Establish a harmonious urban environment, based on an agreed placement of advertising constructions of urban information and accomplishment. " The project highlighted the historical area of the city, separately - Ensemble Nizhny Novgorod Kremlin, Old Bottom, Old Kanavino, Old Sormovo, they registered a special regime - a permissive or prohibitive for different types of advertising. As well as for the bands religious sites, parks.
All road-street network is also divided into categories, taking into account the density of traffic flow, the width of sidewalks, the prestige, importance to advertisers. Depending on this, and the sale price is formed surfaces. Here, too, painted, any "outdoor advertising" and where it will be possible to install.
Another detail: billboards, structures, street furniture - is recommended to make a "single Architectural design decision. "
Like the concept as presented by Vinogradov looks solid, nice, reasonably ... If you do not take into account that the document based on the developments of a monopolist, who, according to unofficial information of other players, holds up to 90% of the advertising market of Lower and enjoys a privileged, even exclusive access to permits for the installation of advertising structures. That is, roughly speaking, a provider of all these structures is known and specified in advance. Other people's design and engineering solutions to the concept were not included.
easy to guess who will get the lion's share of advertising presence on the streets of the Lower, in all forms and in individual projects.
forbidden, but ... you can
in the historical area of the Kremlin for the standard model of advertising is generally included red light. But, as stipulated by Mr. Vinogradov, allowed small architectural forms in an individual mode, for example, signs of orientation which, in his words, exist in all major European cities (by the way, they are already installed everywhere in the Lower structures News Outdoor).
prohibited banners on the street Big Intercession. But on other streets adjacent to the Kremlin, they are allowed if, "according to the landscape and visual analysis" does not obscure the view of the Kremlin and other heritage sites. Advertising surface area not exceeding 10 square meters. meters, too, apparently, is not thrown out of the historic center.
Firewalls allowed only for special projects, created for this historic area.
Question deputy Igor Bogdanov, why now the authorities are allowed to hang a huge political posters, overlooking the Kremlin, went unanswered.
That's what confuses. All impossible, but some people can be. And while authorities say the new rules of the game (and the public was much discussion of them), the main players in this market will be getting new places under their shields along the trails at the main intersections and squares Lower.
- We assume that the discussion of the concept will cause serious resistance - a powerful firms - and expect only at your support, MPs - appealed to the joint parliamentary commission head of the administration of Nizhny Novgorod, Oleg Kondrashov. - As for the billboards, then there will not be many (of those that are today) - 30% fly off! This is real money. But we must bring order to the placement of advertisements in the city. We have tried to detail plan, which is here - yes, you can win a place in the contest, but here - not because because of this ad is no longer seen to be a historic appearance Lower. Of course, we can discuss-forgotten something, do not take into account some peculiarities. But please do not turn this document into nothingness.
's own words Kondrashov, the city budget each year on advertising should arrive at least 150-200 million rubles. If the "gathering" 30% of the players, then at the crudest estimates, the budget The lower will miss 45-60 million
In light of this, I think, head of the administration disingenuous: "the powerful firm" no "gathering", but only strengthened of rights. Will they be able to compensate for falling revenues from advertising - the big question, because today rents for firms NO - at 6-12 times lower than for other players. Recent pay 5-6 thousand rubles from their seats.
According to Mayor Oleg Sorokin, "highly professional" concept should attract the attention of professionals and the public, take public comment.
However, at the time of conception rates on the site of administration of Nizhny Novgorod has not appeared. And in February it submitted for approval by City Council.
In recent years, could be heard many complaints about lack of transparency in the advertising market Lower. But these voices were coming down to nothing: from the disputants skillfully negotiated. Would like to ask our members: you also agree, once you are ready to accept such a concept?
recently in all esters Lower steep roller: "We Stick your ad where you say". Is such a thing could be possible, not whether these comrades believe that will be allowed without a contest? They are truly the masters of the city where they want, there and stuck. And do not hesitate to claim it.
Help "MK"
Ltd News Outdoor NN belongs, at least eight of Nizhny Novgorod firms, including "Rektaym", "Rome NN", "Rosserv", "Nizhnovreklama" Ltd. "Poster M" and "Ange". According to the agency "Espar-Analytic", NOR, and affiliated entities in the Lower owns about 70% of advertisements in all formats.
motive for corruption
Hoozin Ilyas, a member of the Advertising Council area:
- Advertising Board of the Nizhny Novgorod region has repeatedly drawn attention to the fact that the local market a steady monopoly, and the situation is not improving.
as options for advertising in the concept takes into account Only those who are already using NO. Beginning with the format of the City of pylons that are already on the Pokrovka, before stopping complexes, combined with advertising designs, and advertising thumbs. Shields' 6 on 3-meter on a single stem - also their "work."
At the same time constructs that are used in kiosks, printing, for example, were not included in the list of allowed sites.
I compare bottom with Moscow, there is also now hosting a new concept. There are at least two striking differences. And in Moscow, and Nizhny clean stretch. Only we have them around randomly, but in Moscow polls, there is proposed to move to modern innovative design - the LED, for example.
in Moscow to 20% of the lots are put up for auction, will be given to small and medium companies, not monopolists. Motive clear. Divide a piece of cake. We have such a close and no.
last 3-4 years in general lower living without tenders for placement of outdoor advertising. In 2003, "News" on the tender received a huge number of seats at the old prices under the boards "3 to 6." Then came law on advertising, which prohibits renew permits without the auction. But somehow it happened that "News" for a year before they ended authorization, extended many contracts for another 5 years.
I do not understand why we can not do a normal, open treatment in the allocation of places under promotional design?
advertising community, including advertising Council area, in favor of establishing a public register of places of outdoor advertising, which would denote all the points of placement of structures, expiration date permission for them and the legal grounds for their extradition. It is clear the scheme and for advertisers and for market players, and helps to plan the business and the city budget.
But this register is not created, and I see no other reason, other than corruption. Raises doubts about the professionalism and development concept, which was listed as here was prepared jointly with the Department of Architecture and Urban Planning. And we still do not have the chief architect of Nizhny Novgorod.
Dmitry Birman Head of the Nizhny Novgorod branch of the organization of small and medium-sized enterprises "Support of Russia":
- must be the most balanced and carefully approach to the discussion of the concept, bring it to the City Duma commission involving the business community. I'm not talking so much about advertising firms, which will be more or less shields and thus advertisers, I'm talking about the owners of buildings where the advertising is placed. Here, too, not all so simple, many questions arise.
Help "MK"
According to the director of MU "Advertising service city", the capital of the Volga placed about 4,5 thousands of advertising objects, of which only 1,5 thousand have a contract with the city administration, 279 are considered to be unauthorized (in 2009 - 470). During the last year was dismantled in 1983 designs, installed without permits. To date, produced 55 claims in the Court of Arbitration the forced dismantling of all 227 structures.
Meanwhile
News Outdoor People come into power
Chronology of the circumstances indicates that the same person first head of ME "Advertising Service of Nizhny Novgorod, and then occupy senior positions in commercial companies offering outdoor advertising and the Holding News Outdoor - leading Russian operator of outdoor advertising, and vice versa.
the mid-90's. TY Shmakov performed under Mayor Ivan Sklyarov duties of the chief artist of the Office of Architecture and Urban Planning of Nizhny Novgorod, in its scope include the harmonization advertising in Nizhny Novgorod. Even then, the advertising agency "Italic" attempted to challenge the concept of advertising and bidding, which inevitably won some of the firm. Today occupies a leading position in the "News Outdoor-Russia."
1999 - 2002 years. MU "Advertising Service of Nizhny Novgorod" led by Antonov, VL At this time, the director of "REKTAYM, Acting Director of "News Outdoor Nizhny Novgorod.
2003 -2006 years. Zhivulin DL at a given time employee Ltd. "Ange".
2006 - 2009 years. Hartmann AJ currently the director of "Poster M."
Today Head of ME "Advertising Service of Nizhny Novgorod" Vinogradov, VS until the appointment of heads of municipal agencies working in one of the company "News Outdoor-Russia (Moscow).
way
At a recent roundtable table in the CCI of Nizhny Novgorod Region on outdoor advertising department chief specialist GP "SIC" Reform "Elena told Buylina about the problems with which the company has faced in getting permission for the installation of advertising structures on the territory of Nizhny Novgorod.
Resolution City Duma of Nizhny Novgorod from 27.05.2009 № 63 contains vague and ambiguous notions of "architectural integrity of the building" and "external architectural appearance of the existing building, "she said. For each specific case requires expertise, and the denial of permits to install advertising structures are referring specifically to the requirement to preserve the external appearance of the city.
size outdoor market in Nizhny Novgorod is estimated $ 20 million. At the same meeting it was noted that the budget of Nizhny Novgorod on outdoor advertising gets at times lower than not only the megacities Kazan and Samara, but a small Kirov. If the monopolists were paying for all set the rates increase to the budget would be palpable.
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