TY - JOUR

T1 - Проблемы и тенденции функционирования печатных СМИ в условиях современного мегаполиса

AU - Плотников, Владимир

AU - Шамина, Ольга Алексеевна

PY - 2023/9/1

Y1 - 2023/9/1

N2 - The article lists the functions of the metropolis; Threats for print media in St. Petersburg were identified: lack of sales opportunities for printed products, decline in popularity, emergence of similar niche media on the market, worsening of the general economic situation, intensification of rivalry from direct and indirect competitors, imitation of technologies for creating rating media by competitors, increasing demand for online publications; analyzed the advertising market of print media in St. Petersburg; estimated the volume of advertising in the means of its distribution in St. Petersburg over the past 12 years; describes the history of changes in the cost of print media; revealed the dynamics of development of enterprises in the industry; options for solving problems and neutralizing negative trends are proposed: increasing the revenue side of the print media budget by selling advertising space through an increase in demand for their products in the market, clearer segmentation of their target audience and, accordingly, developing an appropriate content strategy, increasing reader loyalty, increasing productivity through more detailed planning of the employee motivation system, income growth in the digital media segment, growth in the cost of services associated with limited supply.

AB - The article lists the functions of the metropolis; Threats for print media in St. Petersburg were identified: lack of sales opportunities for printed products, decline in popularity, emergence of similar niche media on the market, worsening of the general economic situation, intensification of rivalry from direct and indirect competitors, imitation of technologies for creating rating media by competitors, increasing demand for online publications; analyzed the advertising market of print media in St. Petersburg; estimated the volume of advertising in the means of its distribution in St. Petersburg over the past 12 years; describes the history of changes in the cost of print media; revealed the dynamics of development of enterprises in the industry; options for solving problems and neutralizing negative trends are proposed: increasing the revenue side of the print media budget by selling advertising space through an increase in demand for their products in the market, clearer segmentation of their target audience and, accordingly, developing an appropriate content strategy, increasing reader loyalty, increasing productivity through more detailed planning of the employee motivation system, income growth in the digital media segment, growth in the cost of services associated with limited supply.

UR - https://elibrary.ru/item.asp?id=54501949

UR - https://www.mendeley.com/catalogue/c9cb91a5-c3d0-3497-b2ae-19a53e423afb/

U2 - 10.36807/2411-7269-2023-3-34-25-31

DO - 10.36807/2411-7269-2023-3-34-25-31

M3 - статья

SP - 25

EP - 31

JO - Экономический вектор

JF - Экономический вектор

SN - 2411-7269

IS - 3 (34)

ER -