Tsapov says Estonia’s cultural journalism funding model is unsustainable

Estonia’s current funding model for cultural journalism cannot be sustained for long, Aleksander Tsapov, editor-in-chief of the cultural publication Müürileht, told ERR. In an interview for ERR’s “ID” series, he said the sector was being kept in a state of “quiet decline” because decisions about its future were not being made.

Tsapov said the debate over whether the cultural weekly Sirp should charge for online access also affects other publications. Their print editions can generate revenue, but their digital content is generally free. He said publications need both support to retain talented staff and ways to earn income from their content.

At present, he said, cultural publications can earn their own revenue only from print editions. A decision by the Ministry of Culture, as the founder of the foundation, would be needed to introduce digital charges, whether through a general paywall, early access or a partial payment model. The current message, he said, is that content should remain free as a public good, similar to ERR’s output.

Tsapov said keeping content free requires enough funding to meet the expectations placed on editorial teams. Otherwise, publications face a choice between charging readers and potentially losing some of them, or continuing with editorial teams that have already been heavily streamlined. He likened the current arrangement to asking people to buy a cinema ticket while also offering them the film for free on any device.

He said he had raised the question of charging for content with the board but received no concrete plan or answer. He also said that discussions with several culture ministers had produced supportive comments but remained general. Building a functioning paywall would cost money, while publications have limited IT capacity and may need to procure technology through lengthy tender processes.

Tsapov said websites remained dated in appearance and function despite recent updates, and audience research was constrained by limited resources and expertise. He described the sector’s ability to adapt to critical technological changes as uncertain. Opponents of charging for content, he added, ask why the Ministry of Culture should provide support if publications begin earning more of their own income.