What levels of management are involved in the critical strategic-making/investment decisions and meetings?
Sungorkin: Our policy is to involve all level of management up to service directors. We spend a lot of effort on market research. Discussions and experiments are our natural state. KP’s uniqueness is that it has 70 points of printing throughout the country, and in most places among them we have editorial offices and management structures. This gives us an opportunity to test new projects in one or two cities, and only after we see they work we apply the practice in other regions. IFRA: As you look way down the horizon, is there a point at which you could imagine not calling anymore your company a newspaper company? Sungorkin: For us, this point has arrived already. In addition to newspaper business, we are a serious printing business. … We distribute books, discs. This isn’t highly profitable so far, although it breaks even. The important thing is that by bringing out such products we expand our audience and, naturally, print runs. In addition, we are launching radio stations. In Irk
