Meeting With the Israeli Government Advertising Disbursement Agency (Lapam)
2013-02-12
The staff of I'lam met with the director of the Israeli Government Advertising Disbursement Agency (Lapam), Gadi Margalit, in December, 2012. The meeting covered the domestic Arab share of the general budget of the government public affairs office, and the need for Arab employment in the agency to realize the principle of adequate representation in government organizations.
I'lam stressed in the meeting that the function of any government office is reflective of the policies adopted by the government on the ground. It is the government public affairs office to work to bridge the gaps that have long been evident in the data (only 3.5% of the government public affairs office is dedicated to domestic Arab media). I'lam made clear the necessity of clear and uniform standards in the division of advertising and its prices along with the need to employ Arabs in the agency.
In response, the Director General of Lapam stated first of all that the share of Arab media advertising will grow this year to approximately 8%, explaining that the ads will be distributed according to Google Analytics data or the “Israeli Ratings Committee”.
Margalit also pointed out that television commercials will have a larger share of advertising because of the type of medium and advertising prices, especially since television advertising is expensive.
He also mentioned that his office invested 750,000 shekels in 2011 in the “Innovation/Creative” sector, and that this amount is likely to increase due to the use of smart phone technology advertising as well.
