But, of course, in most cases, they are looking to buy much more than advertising space. Governments around the world know that the digital revolution and the financial crisis have hit media revenues hard, so that state advertising can keep many outlets afloat. This pattern of state subvention is far from unique to Macedonia. It is a high figure for a country of two million inhabitants, where wages average €340 a month, and even less for journalists. This campaign was only one in a bevy of advertising contracts totaling €20 million that the government gave to media companies over five years. This was a curious initiative in one of Europe’s poorest countries, where almost a third of the people are unemployed, and the same proportion live under the poverty line.
Several years ago, the government in Macedonia, in power for more than eight years now, spent close to €600,000 on a campaign urging citizens to be more optimistic and respect good values.
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