Friday, 26 May 2000
Joseph ASSAF & ANOR v Theodore SKALKOS & ANOR
JUDGMENT
1 HIS HONOUR: The jury having returned answers on 17 December 1999 to the questions submitted to them for answer pursuant to s 90 of the Supreme Court Act 1970, as amended, the matter came back before me in March 2000 for the resolution of the outstanding questions of common law qualified privilege and statutory qualified privilege. There are two other matters with which it is necessary for me to deal in this judgment.
2 By way of background the following may be stated. The first plaintiff, Joseph Assaf, is the effective controller of the second plaintiff, Ethnic Communications Pty Ltd, which has been conveniently referred to in the hearing as ETCOM, and I shall continue to use that term in this judgment. The first defendant, Theodore Skalkos, effectively controls the second defendant Foreign Language Publications Pty Ltd. The plaintiffs contend that they were defamed by two publications by the defendants, firstly a letter which was addressed to the Prime Minister of Australia dated 21 July 1993 ("the first publication") and secondly, the publication on 28 July 1993 of that letter (subject to one significant modification) in the Serbian language in the second defendant's publication Novosti, a newspaper published and circulated within the Serbian community in Australia, ("the second publication").
3 The original statement of claim was filed in 1993, but it was not until 1 November 1999 that the matter was listed for final hearing. The matter was set down on the understanding that it would occupy four weeks. In fact as I have already indicated it was not until 17 December 1999 that the jury finalised their involvement in the proceedings.
4 The matter was relisted for argument before me on March 14, 15 and 16 2000. As the subject publications were in 1993 the trial was not subject to the 1994 amendments to the Defamation Act 1974.
5 In order to appreciate the significance of what follows, something should be said about the relationship between the parties. The first plaintiff, Joseph Assaf, was born in Lebanon on 20 November 1944 in a town outside Beirut. His parents lived in a small village in the mountains of Lebanon. He was educated to the equivalent of the Australian Higher School Certificate in 1966. Although he was fluent in both French and Arabic, he had no knowledge of English when he migrated to this country on 26 October 1967. He landed in Sydney but spent a year in Adelaide intensively studying the English language. He returned to Sydney and enrolled in the Faculty of Arts at the University of Sydney. He majored in social theory. He worked as a labourer during the evenings. He completed his degree in 1972 and in 1975 he obtained a Diploma in Interpreting from the University of New South Wales.
6 In the early part of 1977 he set up ETCOM assisted by two partners, one of whom later became his wife. These three partners perceived that there was scope for an advertising agency catering for Government departments and instrumentalities, as well as private commercial organisations, which wished to communicate advertisements or significant messages to those members of the Australian community who were not familiar with the English language.
7 Very briefly stated, Mr Assaf explained that, in a typical transaction, the company received a brief from the client's agent, engaged appropriate copywriters and translators, wrote the advertisement, translated it, checked it, proof read it and culturally tested it. Cultural testing includes attempting to ensure that the advertisement or message would not offend or mislead someone in the ethnic community because of religious or other beliefs, or due to other factors. I do not suggest that the defendants would agree with this description but for present purposes, nothing turns on this.
8 The company has proved to be extremely successful and has ventured into overseas markets. It is based in Leichhardt, New South Wales. For many years a major client was Telecom, as it was then known, and Telstra remains a client.
9 The first defendant, Mr Theodore Skalkos, as I have said, effectively controls the second defendant. That company controls a group which publishes a large number of major ethnic newspapers in Australia. The group also prints publications for a large number of ethnic publishers.
10 Until about 1992 the relationship between Mr Assaf and his company and Mr Skalkos and his company was an apparently amicable one. Advertisements and other material which had been processed (if I may use that term) and culturally tested by ETCOM were regularly published in the second defendant's newspapers. However, Mr Skalkos took objection in 1992 to the rate which his group had been offered by Mr Assaf, on behalf of the Department of Social Security, for the publication of an insert supplement entitled "Age Pension News" in its newspapers.
11 This dispute seems to have been the catalyst for the publication by the second defendants of a letter to the Prime Minister of Australia dated 21 July 1993, which constituted the first publication sued upon in these proceedings. It is convenient to set the letter out in full. The numbers allocated to the various paragraphs were not contained in the original letter; they are set out for the sake of convenience:
"1. I write this letter to you as the publisher of the largest group of Ethnic Newspapers in Australia. This letter is not specifically addressed only to yourself Mr Prime Minister but all your Federal government Ministers, colleagues and heads of Government Departments and semi-governmental authorities.
2. This letter is directed towards the dealings that your Government has with the Ethnic Communities of Australia through the Ethnic Print Media. It is my belief that the Government and Semi-Government Authority advertisements are being 'sold" to the Ethnic Print Media for publication in our newspapers. I think you would agree with me Mr Prime Minister that every person in Australia is concerned about the heavy burdens placed on them by way of taxes, charges, and everyday living costs. What I think, with the greatest respect Mr Prime Minister, you and your Ministers should be concerned about is that payments made by the ethnic Australian population indirectly though the purchase by them of newspapers are not unduly exorbitant because of the practices that have become common place in the way in which Government and Semi-Government Authority advertisements, newsreleases, pressreleases etc., are being distributed to the Ethnic Print Media through for example, companies such as Ethnic Communication Pty Limited and, through your own Commonwealth Government Advertising Service.
3. As you probably are aware Mr Prime Minister, at the moment most, if not all, government advertisements, press releases, etc., are passed to companies such as Ethnic Communications Pty Limited by the Commonwealth Government Advertising Service so that the former company can theoretically translate, typeset, layout, etcetera the advertisements and announcements and then "on sell" these to the various Ethnic Newspapers. What troubles me Mr Prime Minister is that the intervention of these "middle men" to the cost of the publisher of obtaining these advertisements - with no reason for this, it would appear, other than the "middle man" making a substantial profit.
4. I would submit Mr Prime Minister that the capacities and manpower of most Ethnic Newspapers in Australia are far better equipped to provide a more cost effective service, than is currently being provided by Ethnic Communications Pty Limited for example, and consequently ask that you investigate the reasons behind there being a "middle man" and why these middle men pump up the final cost of such government information. Why do we need such a "middle man". Why cannot the Government, its Ministries, Semi-Government Authorities etcetera pass on to the various Ethnic Publications material that is proposed to be published for inclusion direct.
5. Surely the Government would have difficulties in substantiating the double and triple cost factor in having intermediaries provide a service that is already existent in the structure of Ethnic Publications. It appears to me at least that certain individuals are lining their pockets with tax payers monies for doing very little.
6. The money making activities of companies such as Ethnic Communications Pty Limited at the expense of readers troubles me even more when I am informed that a lot of the translations being performed by that company are performed in fact by persons on either age pensions, invalid pensions, unemployment benefits etcetera. No doubt if you Mr Prime Minister wanted to get to the bottom of the qualifications and credentials of the persons to whom Ethnic Communications delegates translating jobs you would no doubt quickly come to realise that the "rort" is being compounded by the method in which the translations are being paid and, to whom such payment are being made.
7. Our newspaper group has audited circulation figures, and publishes papers that include the Greek Herald, the New Country, the Novosti, the Il Mondo, the Spanish Herald and Al Bairak, the Australian and British Soccer Weekly, the Ellinis Greek Weekly magazine etc. My group also prints some 52 foreign publications for different Ethnic Publishers. I have stopped receiving and paying for advertisements from Ethnic Communications Pty Limited pertaining to the Government, Ministries, semi-government authorities etc., because of the "rorts" that I see are taking place. Ultimately what this does of course is to deprive our large readership of vital information that the Government wishes to pass on to them. In these hard economic times the economic viability of this "rort" does not allow me the flexibility to pay ridiculous sums for work that we can perform at a fraction of the cost.
8. This open letter to you Mr Prime Minister will be published in all my newspapers to make my readers, who total some 400,000 per week, aware of this one might say, unethical and wasteful practice. No doubt a lot of your government Departments, Semi-Government Authorities etcetera would also be quite alarmed at being made aware of these facts and practices. One would assume that if the public was advised of changes to the law, changes to procedures, explanations of entitlements etcetera through their native language media, the staff and resources of individual Government Departments would not be under as much pressure as they potentially now are in having to individually explain changes etcetera to the Ethnic Community of Australia. Government costs could also possibly be reduced in relation to the numbers of pamphlets, brochures etcetera that the Government would need to print for the purpose of handing out through catalogue stands to the Ethnic Community.
9. It seems to me that the Government could if it wanted to quickly smarten up its act in relation to the transmission of material to the Ethnic Media, be cost effective and, more current if it cut out these "middle men".
10. Examples of this outrageous pricing forced upon us by companies such as Ethnic Communications Pty Limited include our experience in dealing with them for pamphlets such as "Age Pension News" recently.
11. Our company currently pays Telecom Australia approximately one million dollars ($1,000,000) per year for fees and services rendered. Presently we receive nothing from Telecom by way of advertisements. It was always my belief that Telecom, as it consistently boasts in its current battle with Optus, is a hundred percent Australia owned and therefore Australians should support telecom in favour of Optus. My newspaper group is doing just that. What is Telecom giving back to me. The answer is simple - nothing. Would it not be fair and reasonable to expect a company like Telecom whose motive is not simply one of profit, to invest back into a company such as mine monies through advertising to promote its product as I am investing my money to utilise Telecom services. Possibly you can look into this for me.
12. The reason you may not have heard complaints up until this time from the Ethnic Print Media is because a lot of smaller Ethnic Publications are too afraid to stand up and complain about the rorts currently being shoved down their throats by companies like Ethnic Communications Pty Limited in fear of them being bullied by such companies. My newspaper group however has had enough of it and now sees that the time is right to stand up and shout out our rage.
13. I respectfully propose that you Mr Prime Minister immediately look into the current procedures that I have outlined above with a view to changing the way in which information is given to the Ethnic Press.
14. A proposal that I ask you to consider is the establishment of a standing committee, comprising members of the larger Ethnic Media groups, bureaucrats, ministers etc., who can co-ordinate and look into the dissemination and distribution of Government and Semi-Government information to the broader Ethnic Australian community. If such a committee was set up, with no payments going to any such person, and pricing structures established that were free of excesses and rorts, everyone would benefit in the short and long term. Everyone of course except the "middle men" who are currently making a comfortable living off tax payers money and depriving the Ethnic Community of important information.
15. What you ultimately decide to do Mr Prime Minister is a matter for yourself. The course you take however will, I respectfully submit, reflect your (and your Governments) business morals and priorities to the large Ethnic Australian population of this our country.
16. I await your reply.
Yours faithfully,
(sgd) T Skalkos
T. Skalkos."
12 Although it is stated in paragraph (8) of the letter that it would be published in all the defendant's newspapers, it was in fact only published in one newspaper, namely Novosti. That is a Serbian newspaper published in the Serbian language and, of course, the subject letter had been translated into the Serbian language. Insofar as the present litigation is concerned the only distinction between the two publications is that the English translation (Ex.D) of the first sentence of paragraph (12), reads :
"Maybe you have not had an opportunity to hear complaints like this by ethnic print media because a lot of smaller ethnic publications are too afraid to stand up and complain about the companies such as Ethnic Communications Pty Ltd."
13 Thus the words "in fear of them being bullied by such companies" in the original letter are not included in the Novosti publication. I shall refer to this fact later in the judgment.
14 The imputations relied upon by the first plaintiff with respect to the first publication are contained in paragraph 7 of the second further amended statement of claim filed on 14 August 1999. They are in the following terms:
"1. He exploits publishers of ethnic community newspapers for his selfish financial purposes, by selling government advertising to them at exorbitant prices.