GENERAL CHARACTERISTICS OF RUSSIAN MARKET OF MAGAZINES IN 2010: DYNAMICS OF RATES AND TENDENCIES OF DEVELOPMENT
This study includes an analysis of the Russian magazine market in 2010. In the dynamics of the main indicators of the magazine market, discusses development trends the magazine press segment publications and objectively study new platform promoting magazine brands. A special section is devoted to the study of the effect of the crisis and post-crisis development in the magazine market. The characteristics of the magazine market in Russia, in particular, is considered a ranking of leading publishing houses for a total audience of magazines, the dynamics of circulation and advertising revenues in the segment of consumer magazines. The analysis of these ratings of the leading players in the magazine market in 2010 allow us to state the minimum impact of the crisis of 2008–2009 at the top ten publishing houses and permanence of the leaders magazine market, the growth of the market in terms of press advertising sales and printing services at reasonably stable auditory indicators. The article gives a segmentation of the Russian market of consumer magazines for major groups and subject areas, the degree of impact of the crisis. The rankings of monthly and weekly magazines in the audience of one issue, other quantitative and qualitative indicators of the development of the main segments are given. Distinctly the article demonstrates the strong position the press with useful information for everyday life: in the segments of cooking magazines, publications of the dacha, gardening, handicrafts, health and healthy lifestyles marked the highest publishing activity and the start-ups of new projects. In general, the new magazine projects in 2010 are differentiated into three main categories: 1) delivery of new applications to existing successful magazines; 2) original edition; 3) Russian versions of foreign brands. Conducted typological log analysis reveals a tendency to fragmentation, further fragmentation by audiences on various interests of these audiences are becoming more popular and professional journals such as quality, showing the stable growth in audience. A special focus of the work is done on the study of the formation of new platforms promotion magazine brands as the most promising strategy for the development of magazine market. An innovative trend in 2010 for the creation and expansion of online platforms, the appearance of mobile, iPhone- and iPad-versions of the traditional media is studied. In record a the gradual “overflow” of readers from print to digital media, following the trend of major media adapt products to new media, which makes it possible to develop under the magazine brand new projects on the Internet, the mobile telephony platform iPad. It is concluded about the prospects for the use of new platforms promotion magazine content, which will broadcast a variety of facilities and services that increase the amount of content project that meets the needs of the modern user.