Studies in Communication Sciences 17.1 (2017), pp. 99–106 The ripple effects of a partisan, free newspaper: Israel Hayom as disruptive media actor Michael Dahan*, Sapir College, Public Policy and Administration and the School of Communication Mouli Bentman, The Hebrew University of Jerusalem Political Science AND Sapir College, Public Policy and Administration *Corresponding author: [email protected] Abstract During its 10 years of existence, the free newspaper Israel Hayom (Israel today) has come to play a pivotal role in Israeli national politics and to serve as what we define as a disruptive media actor among other, commercial, daily newspapers in Israel. The seemingly innocuous daily newspaper, founded in 2007 and distributed widely, has, since 2011, become the most widely read newspaper in Israel. We suggest that Israel Hayom be viewed as a “disruptive” actor in the areas of politics and the media in Israel. Adapted from Christensen’s (1997) concept of disruptive technology or innovation, we define as disruptive a media actor that significantly impacts the field of politics and media economy, essentially forcing a change, or changes, in the “rules of the game”. While this model is currently unique to Israel, it is likely that under similar condi- tions further cases shall present themselves in the future. Keywords Israel Hayom, Israel, free newspaper, disruptive media actor, democracy “Men, such as they are, very naturally seek money or power; and power because it is as good as money.” Ralph Waldo Emerson, 1837 1 Introduction sis of 2008, which led to a dramatic drop in the distribution of free newspapers along Over the last 20 years, free newspapers with the closure of many (Bakker, 2013). As have played a crucial and important role Bakker notes in relation to the printed press, challeng- ing existing press models and breathing “Free newspapers seem to follow a typical life life into a troubled sector. In an era where cycle pattern, moving from growth to maturi- print media is struggling to survive, the ty, and to saturation and decline.” (ibid, p. 1) free press helped expand newspaper dis- tribution in general. The primary business In this paper we present an alternative model: a “slim” editorial board with few model of free newspapers which has reporters, generally fewer pages, articles enjoyed success in Israel. Israel Hayom drawn largely from press agency reports (owned and controlled by American bil- and the international press, with profit lionaire Sheldon Adelson) is not only a free generated by heavy advertising within the newspaper with the widest distribution widely distributed newspapers in major of any newspaper in Israel; it is also a free cities and public transportation depots. newspaper that operates against all the For a while this model proved to be quite defining and common characteristics of successful, serving as a source of hope for free newspapers. As opposed to the “slim” print journalism, in terms of a new and vi- editorial board of a typical free newspa- able model – at least until the financial cri- per, Israel Hayom has a professional and https://doi.org/10.24434/j.scoms.2017.01.008 © 2017, the authors. This work is licensed under the “Creative Commons Attribution – NonCommercial – NoDerivatives 4.0 International” license (CC BY-NC-ND 4.0). 100 Dahan & Bentman / Studies in Communication Sciences 17.1 (2017), pp. 99–106 well staffed editorial board, employs pro- established by Netanyahu benefactor and fessional and senior journalists, is a full financial backer Adelson to serve three length tabloid newspaper with a weekend primary purposes: first and foremost, to edition and weekend magazine, and it bolster Netanyahu’s image among the has operated at a continued financial loss public. Second, to eliminate via unfair since its inception in 2007. Rather than try- competition Israel’s other leading com- ing to justify its financial and commercial mercial daily newspaper, Yediot Ahronot, existence, the paper seems to do quite the which had adopted an anti Netanyahu opposite with its high salaries and below stance. Third, to destabilize the entire Is- market price for advertising1. It is estimat- raeli media economy. Adelson himself has ed that the newspaper has lost between been quoted as saying that “the paper was $200 to $300 million US dollars since 20072 created to balance the far left agenda of (Ha’aretz, 9.1.2017). Yediot Ahronot and other Israeli newspa- Unlike the majority of free newspa- pers4” (Ha’aretz, Nov. 2014). pers in the world, Israel Hayom has come In 2009, and later in 2014, members of to play a very significant role in both Israeli the Israeli Knesset, from both the opposi- national politics and, we claim, to serve as tion and coalition parties advanced a bill a disruptive media actor in relation to oth- (“Law for the Advancement and Protection er, commercial daily newspapers in Israel, of Written Journalism in Israel”) directed the media economy in general and the specifically against Israel Hayom in an at- political system. We thus suggest an alter- tempt to curb its perceived impact. Many native model of the free newspaper as dis- viewed the attempt to pass the bill as one ruptive media actor, whose sole purpose, of the main reasons for the dissolution of in the case at hand, is to support Israeli PM the parliament by Netanyahu and the sub- Benjamin Netanyahu personally (Balmas, sequent 2015 national elections5 (Ha’aretz, et al. 2014) and destabilize the local me- Dec, 2014). Israel Hayom has been largely dia landscape, changing it beyond recog- successful on all points, bringing into light nition. While this is not the first case of a issues and questions related to political paper sacrificing profitability for political communication, democracy, politics, the influence (for example, Canada’s National media, and the relations between capital, Post), the sustained financial losses, the politics, and the press. This is reflected in paper’s support of a single politician (rath- the language of the proposed bill which er than a party or political line), together notes that “The inability [of the printed with its impact on the Israeli mediascape press] to compete in a real and fair way in make it unique. the market on the relative basis of journal- Israel Hayom, founded by Sheldon istic excellence is due to the distribution of Adelson in 2007 and distributed primarily free newspapers” (Israeli Bill 2464/19/P). on public transport and major road junc- The leaking of taped conversations be- tions has, since 2011, become the most tween Netanyahu and the publisher of widely read newspaper in Israel3. Fre- Yediot Ahronot, Arnon Mozes, in January quently referred to by the Israeli public 2017 strengthens this thesis. In the taped as the “Bibiton” (an amalgamation of the conversations, Netanyahu and Mozes are nickname of Israel’s Prime Minister Benja- heard bargaining for control of the con- min Netanyahu and the Hebrew word for sensus in Israel, with Netanyahu offering newspaper, “i‘iton”) the newspaper was to restrict Israel Hayom (via his relation- ship with Adelson and as minister of com- 1 http://www.the7eye.org.il/115594 (Hebrew). munication) in its competition with Yediot Accessed 31/5/16 Ahronot in return for favorable coverage of 2 http://www.haaretz.co.il/news/ education/1.3228188 (Hebrew) Accessed 4 http://www.haaretz.com/israel-news/. 21/3/17 premium-1.626053 Accessed 31/5/16 3 http://www.israelhayom.co.il/site/israel. 5 http://www.haaretz.co.il/news/politi/. php Approx. 38% on weekdays and almost premium-1.2504567 (Hebrew). Accessed 40% on weekends. Accessed 31/5/16 31/5/16 Dahan & Bentman / Studies in Communication Sciences 17.1 (2017), pp. 99–106 101 Netanyahu by Yediot Ahronot6 (Ha’aretz, and cross ownership is highly problematic 8/1/2017). This picture is further tainted in a democratic regime in terms of media by the fact that Netanyahu also serves as pluralism and the public sphere (Haber- minister of communication, responsible mas, 1991). As in many developed democ- for the regulation of the Israeli medias- racies, printed news has suffered the most. cape. In Europe, quality papers have moved to a We contend that Israel Hayom should tabloid format or have been trying to raise be viewed as a “disruptive” media actor in money from investors. The Israeli printed the area of politics and the media in Is- press has faced similar difficulties; with rael. We do not use the term “disruptive” only two mainstream daily newspapers lightly, or in the positive sense in this case. left: Yediot Ahronot and Ha’aretz. In 2014 Adapted from Christensen’s (1997/2006) Adelson bought Ma’ariv’s online presence, concept of disruptive technology or inno- NRG, as well as the leading niche right vation (a technology, in Christensen’s use, wing newspaper Makor Rishon. In addi- that significantly disrupts the traditional tion to these activities, Adelson is devel- order, particularly at an economic lev- oping yet another mobile online presence, el, creating a new reality on the ground), 360.co.il, again drawing on Israel Hayom for the purpose of this paper we define as for content. disruptive a media actor that significantly The purchase of the NRG website is an impacts the arenas of politics and the me- important indication of Adelson’s inten- dia economy, essentially forcing a change, tion to become a dominant player in the or changes, in the “rules of the game” at a popular web based news industry in Isra- systemic level, creating a new, monopolis- el. The decision to buy a well established tic, media reality. We suggest here that the site and not to use the existing Israel Ha- disruptive media actor is not motivated by yom website or domain as a platform for profit.