Rating of business magazines. Larina A.V.
FEATURES OF THE CURRENT STATE OF THE BUSINESS PRESS: BUSINESS PUBLICATIONS ON THE INTERNET
annotationThis article is devoted to the specifics of the functioning of business publications on the Internet. Technologies for establishing feedback with the readership are considered, and a typological description of business online publications is proposed.
FEATURES OF THE CURRENT STATE OF THE BUSINESS PRESS: BUSINESS PUBLICATIONS ON THE INTERNET
Larina Anna Valerievna
Northwest Institute of Printing Petersburg State University of Technology and Design
candidate of Philology, Associate Professor, Department of Advertising
Abstract
This article deals with the specifics of functioning of business publications on the Internet. The technology provide feedback to the readership, proposed typological characteristics of the business of Internet publications.
Despite the complex processes in the economic sphere taking place in Russia, the role of business publications in the Russian media market has grown significantly, since it is business publications that are able to provide a qualitative analysis of the state of the economy of the state and individual regions, determine prospects and trends in the development of industries and offer business solutions, which may be useful and in demand by the commercial sector. The importance of the business press for the business audience is reflected in the citation indicators of Russian media resources provided by the information and analytical portal “Medialogy”, where business publications occupy the leading positions: Kommersant is in first place in the top 10 cited Russian newspapers, magazines are Forbes. Experts note that in business publications “long-term planning of basic analytical and advertising and information materials has appeared, the content of publications has become more focused on the entrepreneurial audience, magazines have focused on the B2B sector, and some have abandoned secondary entertainment topics.” Some publications decided to become more active and promote content in the regions. An example of successfully overcoming a crisis in the media market was demonstrated by the online magazine Delovoy Kvartal, becoming a real platform for communications in the business environment. New projects have become interesting to the readers of Delovoy Kvartal: business breakfasts, business awards, business fights; all events were covered on the pages of the publication and on its own website, which necessarily attracted the business community and increased the number of users on the magazine’s website.
In the struggle for audiences under the influence of network technologies, business publications began to communicate more closely with experts in various fields of economics and business, organizing round tables, conferences, seminars, lectures, etc. Such activity became a positive trend in quality business journalism and allowed editorial staff to establish close relationships. contacts with the business community and, thereby, provide an objective and prompt picture of economic reality to readers. At the same time, researchers note the development of those business publications that were able to differentiate their content between printed and electronic versions, and also organized a constant dialogue on their own Internet platforms through blogs, forums, surveys, and social media outlets.
Business information on the Internet is analyzed in a variety of ways and presented more quickly. Scientists divide online business media into two types: online media, available only on the Internet, and electronic versions of the media, websites of television companies, radio stations, business newspapers and magazines. According to practitioners, “the existence of the business press is possible only in some independent publications capable of self-development. And as such, independence today exists, perhaps, only on the Internet. Journalists can express any opinion they want, write about “business” heroes the way they want. First of all, it is interesting and unusual. It is important that journalists and readers can actively discuss materials online. Therefore, the most promising sites are those with social network elements and blog elements.” Some major business publications today are taking advantage of the latest technologies associated with mobile communications and the Internet. For example, the Vedomosti newspaper uses all possible resources to expand its audience: Services: 1) smart version, 2) PSS feeds, 3) e-mail newsletters; Mobile applications: 1) mobile version, 2) iPhone, iPad, 3) Android, 4) eBook, 5) Nokia Ovi Store, 6) Kindle Fire 2, 7) WP; Widgets 1) Yandex widget, 2) extensions for Google Chrome. Vedomosti is also present on all popular social networks: Twitter, Facebook, Foursquare, VKontakte, Instagram, LinkedIn, Viadeo, Google+.
Business publications on economics, finance, business, marketing, PR and advertising are presented on the Internet and are aimed at those whose professional activities require constant access to commercial and business information. Network business resources implement the following main functions:
Operational review and analysis of major events in the state, their impact on business reality;
Promptly providing the audience with commercial information; consideration and analysis of social problems associated with processes in the field of economics;
Dissemination of business experience and business traditions; expanding the business horizons of the audience;
Formation of ideology and image of the business sphere.
The typological characteristics of business online publications are influenced not only by the business peculiarities of a specialized type of press, but also by the characteristics of the Internet, dividing web publications (including Internet versions of printed business media) into:
- monothematic/polythematic: As an example of a monothematic business resource, one can note the website of the magazine “Marketing in Russia and Abroad,” which covers events in the field of marketing, branding, advertising and PR communications. The multi-thematic business newspaper “Business on-line” has various headings, including those not related to economic topics: “Society”, “Politics”, “Announcements”, “Polls”, etc.; news: these publications contain a large number of publications in information genres: notes, reports, information correspondence, such as “Business News Agency”, “Business News”, “In Crisis.ru” (emergency news of economics and business), etc.; news and analytical: the most common type of web publications in the business sector, these include “RBC Daily”, “Business”, “Economy and Life”, “Capital of the Country”, etc.; professional: The business media market is also saturated with professional websites; a large number of online publications are devoted to accounting, personnel policy, management, banking: “Accounting”, “Banking”, “Management”, “Mining”, “Programmer”, etc. .
- paid and free: in many business online publications, all or news information is provided free of charge, distributed via the web, however, there is also a paid subscription, mainly for materials containing high-quality and detailed analytics of various markets, for example, the RosBusinessConsulting website provides such information for a special fee subscription.
- state-owned/owned by media groups/business groups/private individuals: this division is similar to the segmentation of printed publications, here a special niche is occupied by Internet versions of corporate publications, which expand their audience and thus go beyond the boundaries of the enterprise: “Neftyanik” (JSC Lukoil www.neft.ru), “Serious Reason” ( OJSC "Stroytrest", http://www.stroytrest.spb.ru/news/media/), "Kola Nickel" (JSC "Kola UVR", www.kn51.ru), etc.
- All-Russian (national) and regional: Despite the fact that the Internet erases the boundaries of access to information, division along territorial lines is typical for online publications. It is worth noting that the reorientation to online publishing did not allow print publications to completely leave the local print market. Regional and city online publications have become especially popular in this context: “Business Petersburg”, “Capital. Power and Business" (Ekaterinburg), "Business Novosibirsk", etc.
Based on their audience, business publications form the following groups:
Addressed to a mass audience interested in business information;
Addressed to regional owners and employees of enterprises, entrepreneurs, managers.
The volume of publications depends on whether the publication is actually a network publication or an Internet version of a business media outlet. The volume of information content of the former is greater. The frequency of updating of online media itself occurs online, and the web versions of printed newspapers depend on the release of the issue.
Business Internet resources are characterized by the principle of “niche”, which consists in the fact that they collect, process and transmit highly specialized information and, therefore, have an audience more aimed at receiving analytical and news information.
The concept of “business journalism” is very broad; in this regard, scientist A.A. Grabelnikov proposes to separate the concepts " business press" And " business journalism". According to the researcher, the business press includes publications that actively use journalistic texts, especially analytical ones; disseminates legislative and regulatory information, informs readers “about the world of business.” At the same time, A.A. Grabelnikov divides business periodicals into high-quality publications for elite groups: corporate and departmental publications; popular publications for the general reader; industry analytical publications. Business journalism contains newspapers and magazines where journalistic texts may not be found. They are replaced by stock exchange reports, quotes, commodity price lists, announcements and advertising (publications serving wholesale and retail trade and the service sector).
E.I. Mordovskaya clarifies the concept business press- “this is a type of printed publications designed primarily to provide the information needs of entrepreneurship through the publication of certain materials (journalistic, statistical, legislative, advertising and informational, etc.) in order to create an information field that promotes business development.”
A.V. Eremenko offers a more capacious definition: " business press- this is a special information system, the functions of which are to ensure business communication, with a single categorical feature - business issues that reveal the economic nature of the analyzed subject."
D.P. Gavra believes that the business format of journalism can be identified in absolutely any publication. He distinguishes between business, economic and business journalism. Business journalism is “journalism associated with providing the necessary information to subjects of economic action.” That is, it is broadly intended for all levels of audience, in contrast to business journalism, which is intended for business entities.
V.S. Kulev introduced the following concept of the business press: “It is designed for a very specific audience. Its task is to create an information infrastructure that meets the needs of entrepreneurs, promote the principles of a market economy, disseminate legislative and regulatory information, create a positive image of a domestic businessman, and widely inform the reader about the world of business. This is “First of all, high-quality publications for elite groups, corporate publications, analytical publications.” These are business newspapers and magazines intended for specialists - issues of economics, politics, science, culture.
Business journalism- a specifically isolated sphere of professional activity, the development of which is determined not only by socio-political, but also by economic processes occurring in the world and the country: the globalization of financial markets, the emergence of databases of financial and economic information (in particular, on the Internet), reports available for analysis commercial enterprises, facts reflecting the essential aspects of the development of enterprises.
The field of activity of a business journalist is economic-analytical, marketing, research and entrepreneurial activities in the business environment. The business press reflects the situation in economic markets, talks about the functioning of enterprises, and the introduction of new technologies into the industrial sphere.
The structural and functional specificity of business journalism is determined by three groups of factors: object-subject content; method (“journalistic prism”); the nature of the audiences with which it implements communicative relationships.
Object-subject area business journalism comprises all aspects and spheres of public and private life in the economic and production dimension. Business journalism is associated with providing the necessary information to subjects of economic development.
Gavra D.P. distinguishes three levels of audiences business journalism:
business entities - subjects of professional business activities;
subjects of professional non-entrepreneurial behavior , associated with the production of values;
subjects of ordinary economic behavior.
As a result, three levels of business journalism can be distinguished depending on the type of audience:
in the narrow sense - business journalism, for business entities;
in an expanded sense - professional (specialized) business journalism - economic journalism;
in a broad sense - for all levels of audience.
M.A. Berezhnaya characterizes the audience of business media by levels:
· Audience of economic journalism (managers, economists, financiers, accountants, logistics, suppliers);
· Audience of business non-economic journalism (qualified professionals);
· The audience of general business journalism is subjects of ordinary (non-professional) economic action.
Most print researchers divide the entire business information sector into:
· Economic information;
· Exchange and financial information;
· Business news;
· Statistical information;
· Commercial information.
Previously, business media were considered within the structure of economic media. Since the mid-1990s, publications have appeared that analyze the business press from the point of view of different scientific approaches.
Over the past two decades, a system of business media has developed. They include business publications ( only business information - news and comments from the economic sphere) and publications for business people ( providing business people with both business and other necessary information). Today, business publications are produced by:
· Media groups;
· Businessmen for whom publishing is not their core activity;
· Authorities;
· Organizations and funds working in the field of economics.
Business publications are also developing in the regions. This is facilitated by the economic life of the regions, the work of all structures and organizations operating in different areas of business (banks, insurance companies, trading and exhibition companies, various types of financial institutions, manufacturers; logistics; management; enterprise management; taxation; real estate; quality management; electronic commerce; construction; transport; trade; securities; stock market; tourism; law; accounting and audit; entrepreneurship; e-commerce, etc.). Regional publications act as one of the sectors of the regional infrastructure - information. Often local newspapers become not only the only source of satisfying the needs of a particular region, publishing all relevant information - from restaurant ratings to bank offers - but also an indispensable resource for advertisers.
Regional business publications vary depending on:
· Media material (paper, electronic);
· Regularity of release (periodic, non-periodic);
· Purposes of information use.
Readers of business magazines are managers and owners of companies, industrial enterprises, middle managers, government officials, and people who want to start their own business. For the most part, publications claim just such an audience. Most often, this audience is implied, but not always identified, - “a socially active part of society with a consistently high income, predominantly men 35-50 years old.” The publications have subtitles in spiegel: “magazine for the business elite”, “for top officials”, “for wealthy people”, “magazine of the executive class”. There are examples of appealing to managers and specialists of enterprises and nominating themselves as a “popular business” magazine.
All researchers of the business press phenomenon agree that its content is business information - text and digital materials intended for the service and development of entrepreneurship. Special permanent columns or sections containing business information are contained in such publications as “Expert”, “Itogi”, “Business World”, “Financial Newspaper”, “Economy and Life”.
V.S. Kulev, depending on the purposes and nature of use, identifies the following types of business information: recording, analytical, operational and reference, advertising and commercial.A. A. Grabelnikov distinguishes operational information, advertising and commercial.
Misonzhnikov B.Ya. conditionally divides business media into:
· General business publications - publications that, while maintaining the unconditional features of this typological model, are distinguished by sufficient thematic universality;
· Business publications with a political and economic focus - publications in which, first of all, the theoretical political and economic component is strengthened and important socio-political events are examined through its prism;
· Business publications with financial orientation - publications that cover the dynamics of bank capital, the actions of financial institutions, lending trends and levels, exchange rates, etc.;
· Exchange business publications - publications that reflect aspects of exchange life: purchase and sale of securities, stock quotes, etc.;
· Quality publications are a special type of daily newspaper periodicals, crowning the entire typological model and formed as a result of the long evolution of the best business publications in the world. High-quality publications are characterized by a high analytical, journalistic and printing level. Here economic and financial information is published for making independent management decisions on the part of the reader - industrialist, banker, financier, merchant, who for this requires accuracy, comprehensiveness, and efficiency of newspaper products. These publications do not just write about business, they serve it (for example, "Die Welt"). What is valued here is not so much the journalistic reasoning of journalists as the opinions of competent specialists. To quickly collect and process a large amount of information in such publications, there is a structurally and functionally developed editorial apparatus (Financial News, Vedomosti, Expert). B.Ya. Misonzhnikov: “Its editorial office is actually an analytical center of global significance, with the ability to independently express views and opinions, and has a network of its own correspondents in leading foreign countries.” Typically, a high-quality publication is thematically designed as follows: political life, social sphere, economics, culture, sports, thematic issues (science, education, tourism, etc.). The circulation of quality publications is inferior to that of mass newspapers: "Times" - 400 thousand copies, "Moi Rayon" St. Petersburg - more than 1 million copies. .
Thus, the fundamental characteristics by which the media can be classified as a business type are:
· Classroom: The target audience for the Expert magazine is people involved in the processes taking place in the economic life of the country. The magazine's audience (according to 2006 estimates) was structured as follows: "managers" - 42.1%, "specialists" - 28.6%, "employees" - 11.3%, "workers" - 4%, "students" , students" - 3.9%.
· Subject and thematic focus: The main theme of the Expert magazine is economics - an economic magazine.
· Special purpose: business media serve to provide the target audience with the information they need about what is happening in the economic world.
The Association of Managers has released Russia's first independent Quality Rating of business print media. Its main task was to determine a list of central and regional printed publications that have the highest quality reputation among representatives of Russian business and government. In its rating, the Association assessed precisely the attitude of business to the quality of business information in Russian publications.
The methodology for identifying reader preferences was based on a survey of 188 experts representing a wide variety of sectors of Russian business and government agencies. Since the rating assessed the consumer qualities of business publications, persons representing the layer of the most qualified readers were recruited as experts. These included the Vice-President of the Russian Union of Industrialists and Entrepreneurs Victor Dombrovsky, First Deputy Minister of Press of the Russian Federation Dmitry Koryavov, Dean of the Faculty of Journalism of Moscow State University Yasen Zasursky, Head of PR and Media Department of IBG NIKoil OJSC Marina Ageeva, Deputy Head of the Department for Information Policy of OJSC Gazprom Igor Plotnikov, Executive Director of the Association of Russian Banks Alexander Surikov, Deputy Director for Public Relations of Interros Holding Company Natalia Samoilenko and many others. Among the experts, representatives of the press services of the largest companies have great weight. The rating's compilers explain this by the fact that it is PR specialists who work directly with the press and monitor central publications for management. Involved experts assessed the specified characteristics of the proposed list of publications on a five-point scale. The final scores are the average of the scores given by the experts. Since we are talking about assessing the quality of business information, indicators such as circulation and even the distribution zone of the publication are not significant and were not taken into account in any way in the calculations.
According to Deputy Executive Director of the Association of Managers Alexander Dynin, the key criteria by which the publications were assessed were:
- Publication brand awareness;
- Authority of the publication;
- Trust in the publication;
- Depth of analysis.
Dynin explains the choice of these criteria by the fact that often a publication can win in some respects and be inferior to competitors in others: “A publication may publish not very objective and even biased information, but for some reason it enjoys authority, that is, it is addressed specifically to business man searching for key information. This may be due, for example, to the publication having an “administrative resource” and access to exclusive data.”
A significant factor that does not allow direct comparison for a number of characteristics is the age of publications (in particular, when it comes to brand awareness). In order to make the comparison more correct, when calculating the integral indicators, coefficients of different values were introduced for new and “old” publications, as well as for “middle-aged” publications that have existed for about 10 years. The coefficients were also used in calculating such an indicator as “depth of analysis” (magazines are a priori more focused on analysis than newspapers, and the capabilities of universal publications are initially more modest than business ones).
The final table, in the opinion of representatives of the Association, mainly reflects the real state of affairs. The first three lines of the general list are occupied by publications whose prize positions are unlikely to be challenged by anyone. They are leaders in their typological groups. The first half of the general list also contains all business weeklies, which form an important part of the reading circle of business people.
In the group of leaders, first of all, the magazine “Expert” should be noted. The point here is not about the right to championship in the rating, but about how this right was won. “Expert” is inferior in terms of brand awareness to “Kommersant”; it is only slightly ahead of “Vedomosti” in this indicator, but it received a noticeably higher trust index from the reader and the highest rating for the depth of analysis. That is, it won the championship in the group of leaders and in general due to the most important qualitative characteristics of the business publication. Therefore, the magazine has the highest authority index in the business environment.
Vedomosti came very close to Kommersant in all respects, with the exception of brand awareness. This indirectly confirms the prevailing idea that the latter is losing ground to competition in the business press segment to Vedomosti. However, this is not only a matter of Vedomosti, which declares high-quality journalism according to the standards of global business press practice. This fact reflects the zigzags of the editorial policy of Kommersant, which thematically drifts towards a universal publication, that is, it enters into direct competition with Izvestia. Moreover, it competes more and more successfully (of course, only from the point of view of business people, while the audience of universal publications is much wider). In all respects, including brand awareness, Kommersant outperforms Izvestia in the ratings.
General newspapers generally lose out to business newspapers, but a more nuanced analysis shows that the reasons are different. For example, the most important integral indicator reflecting the quality of a publication is the degree of reader confidence in the source of information. In the results obtained, the trust index of the weekly newspaper “Economy and Life” is higher than that of the daily “Izvestia” and “Rossiyskaya Gazeta”. It is significant that in terms of the sum of all characteristics, “Economy and Life” is the leader in its typological group. On the other hand, Nezavisimaya Gazeta received a high index of popularity among readers, a relatively low degree of trust, a lukewarm assessment of its analytical materials, and a modest index of authority for a well-known newspaper. It was the brand awareness index that prevented the newspaper from falling into the second part of the list.
The rating also quite accurately reflected the state of affairs in the group of weekly magazines with similar topics, where Kommersant publications form a separate subgroup. “Expert” remains the undisputed leader here, which is not surprising for a publication that, as it turns out, is able to compete with daily business newspapers. The remaining journals show a rather mixed picture of ratings. The reader trusts the “Company” and “Russian Focus” more, considers these magazines to be deeper than the “Profile” magazine, but believes that the latter is more famous and authoritative - due to which it was awarded third place in the group
Particular mention should be made of monthly and highly specialized business publications. Their position at the end of all lists reflects the adopted methodology. It is likely that these publications will be further separated into a separate group with their own system of coefficients and a more refined rating scale. It is obvious, for example, that a highly specialized publication, with very modest popularity among the mass audience, can be the most famous, authoritative and respected in the professional environment, which is its target audience. The proposed list includes only three publications of this type: “Financial Director”, “The Art of Management” and “Economic Strategies”. With some assumptions, the magazine “Secret of the Firm” could also be included in this group.
The proposed rating can be considered as the first attempt to assess the quality of business information in periodicals. The Association of Managers plans to make such a rating regular, adding to the lists of publications in all typological groups. In addition, the rating methodology will also be improved, primarily by changing the criteria for evaluating narrowly focused publications. However, the ideology of the rating—the consumer’s assessment of the product—will remain unchanged.
The rating of printed business publications did not affect either the emerging Russian business television or the completely independent market of online publications on business topics. At the same time, the compilers of the rating believe that online business publications are already capable of seriously competing with print publications, and their influence and popularity will continue to grow. Alexander Dynin believes that this competition occurs only in a fairly narrow area. “By and large, the national business media is now failing to fulfill its role as a national business communicator. If they remain as sluggish as they are, they will have to seriously make room. The onslaught will come from online media and business television. The Internet has the most important advantage over newspapers - greater efficiency. At the same time, in the field of analytics, print publications, which have greater financial resources, are ahead of their online counterparts, since they can attract more qualified publicists.”
It should be noted that representatives of the business community, including those interviewed by the Association of experts, are largely skeptical about the level of the Russian business press. Thus, the head of the press service of one of the largest telecom companies said in a commentary to E-xecutive that there are a number of good reasons to doubt the non-partisanship of the business media. “You are becoming more and more convinced that Vladimir Lenin was right when he wrote his work on party literature. Today, to say that any Russian publication is independent is extremely ignorant. Any publication in one way or another depends on structures affiliated with it, therefore, the principle of independence of judgment is violated. In addition, the most important condition, in my opinion, for the quality of the business press is high professionalism. Including the professionalism of the writing author in a specific topic. Today, journalists strive for sensation and use information from unscrupulous sources. Unfortunately, the current interpretation of the media law allows them to do this with complete impunity. And society reacts precisely to the first news, and even if this news is tendentious, few people pay attention to refutations. As my experience suggests, even the most respected business publications are used as a platform for fighting a competitor by organizing “leaks” of certain information and so on. Here we are not necessarily talking about custom materials. It’s just that, in my opinion, PR specialists in our country have now achieved such professionalism that they can present the news they need in such a way that it will be put on the front page.”
According to one of the participants in the expert survey, head of the public relations department of the FG Vadim Melkumov, such publications as Vedomosti and Kommersant are “about 80% objective, with Vedomosti slightly ahead of Kommersant.” Now there are no competitors to these newspapers, there is only the appearance of competition. Only among business magazines there is fierce competition, as well as among online business publications. I’m not sure that the latter will be able to seriously compete with print media. In the USA, where the Internet is much better developed, business newspapers are still much more popular than online publications, and trust in them is higher.”
Daily newspapers
| Daily newspapers | ||||||||
| Place in the group | Place in the general list | Publication name | Total score | Brand awareness | Authority of the publication | Trust in the publication | Depth of analysis | |
| 1 | 2 | Kommersant newspaper | 443,07 | 458,24 | 443,48 | 428,42 | 442,14 | |
| 2 | 3 | Vedomosti newspaper | 435,23 | 445,93 | 439,77 | 418,45 | 436,78 | |
| 3 | 6 | Izvestia newspaper | 400,08 | 425,14 | 399,44 | 375,29 | 400,45 | |
| 4 | 7 | Russian newspaper | 396,68 | 431,39 | 410,17 | 365,50 | 379,68 | |
| 5 | 13 | Independent newspaper | 358,69 | 403,51 | 332,32 | 336,17 | 362,76 | |
| 6 | 14 | Newspaper | 351,68 | 357,14 | 323,26 | 356,10 | 370,22 | |
| 7 | 16 | News time | 339,37 | 360,64 | 315,05 | 333,71 | 348,09 | |
| 8 | 18 | Newspaper Trud | 332,54 | 399,58 | 313,46 | 301,37 | 315,75 | |
| 9 | 20 | Newspaper Vremya MN | 327,42 | 336,67 | 303,57 | 320,99 | 348,44 | |
| 10 | 25 | Parliamentary Newspaper | 289,13 | 316,87 | 285,00 | 268,00 | 286,65 | |
| Business magazines | ||||||||
| Place in the group | Place in the general list | Publication name | Total score | Brand awareness | Authority of the publication | Trust in the publication | Depth of analysis | |
| 1 | 1 | Magazine Expert | 448,63 | 458,86 | 445,71 | 444,25 | 445,71 | |
| 2 | 4 | 414,37 | 446,15 | 406,59 | 398,80 | 405,95 | ||
| 3 | 10 | Magazine Profile | 370,46 | 410,53 | 362,42 | 354,11 | 354,79 | |
| 4 | 12 | Weekly Company | 362,50 | 370,45 | 345,67 | 368,38 | 365,52 | |
| 5 | 15 | Russian Focus Magazine | 340,00 | 318,49 | 318,35 | 359,80 | 363,37 | |
| 6 | 17 | Career Magazine | 335,18 | 355,47 | 326,92 | 329,17 | 329,17 | |
| 7 | 21 | Magazine Secret of the Company | 317,60 | 278,95 | 302,00 | 349,46 | 340,00 | |
| 8 | 23 | Magazine Financial Director | 310,62 | 264,17 | 294,85 | 345,56 | 337,93 | |
| 9 | 24 | Business People Magazine | 293,38 | 310,87 | 286,99 | 288,70 | 286,96 | |
| 10 | 27 | Career Formula magazine | 282,98 | 257,80 | 261,54 | 307,59 | 305,00 | |
| 11 | 28 | Magazine The Art of Management | 264,73 | 219,19 | 239,74 | 300,00 | 300,00 | |
| 12 | 29 | 248,09 | 200,00 | 219,40 | 287,50 | 285,45 | ||
| General list of Moscow publications | ||||||
| Place | Publication name | Total score | Brand awareness | Authority of the publication | Trust in the publication | Depth of analysis |
| 1 | Magazine Expert | 448,63 | 458,86 | 445,71 | 444,25 | 445,71 |
| 2 | Kommersant newspaper | 443,07 | 458,24 | 443,48 | 428,42 | 442,14 |
| 3 | Vedomosti newspaper | 435,23 | 445,93 | 439,77 | 418,45 | 436,78 |
| 4 | Weekly Kommersant-Dengi | 414,37 | 446,15 | 406,59 | 398,80 | 405,95 |
| 5 | Weekly Kommersant-Vlast | 412,83 | 437,04 | 398,13 | 395,48 | 420,67 |
| 6 | Izvestia newspaper | 400,08 | 425,14 | 399,44 | 375,29 | 400,45 |
| 7 | Russian newspaper | 396,68 | 431,39 | 410,17 | 365,50 | 379,68 |
| 8 | Newspaper Economy and Life | 381,25 | 361,04 | 376,05 | 386,18 | 401,71 |
| 9 | Itogi magazine | 376,84 | 394,63 | 386,71 | 352,24 | 373,77 |
| 10 | Magazine Profile | 370,46 | 410,53 | 362,42 | 354,11 | 354,79 |
| 11 | Weekly Financial Newspaper | 363,16 | 349,29 | 351,16 | 368,38 | 383,82 |
| 12 | Weekly Company | 362,50 | 370,45 | 345,67 | 368,38 | 365,52 |
| 13 | Independent newspaper | 358,69 | 403,51 | 332,32 | 336,17 | 362,76 |
| 14 | Newspaper | 351,68 | 357,14 | 323,26 | 356,10 | 370,22 |
| 15 | Russian Focus Magazine | 340,00 | 318,49 | 318,35 | 359,80 | 363,37 |
| 16 | News time | 339,37 | 360,64 | 315,05 | 333,71 | 348,09 |
| 17 | Career Magazine | 335,18 | 355,47 | 326,92 | 329,17 | 329,17 |
| 18 | Newspaper Trud | 332,54 | 399,58 | 313,46 | 301,37 | 315,75 |
| 19 | Moscow News newspaper | 328,47 | 352,09 | 321,18 | 311,25 | 329,37 |
| 20 | Newspaper Vremya MN | 327,42 | 336,67 | 303,57 | 320,99 | 348,44 |
| 21 | Magazine Secret of the Company | 317,60 | 278,95 | 302,00 | 349,46 | 340,00 |
| 22 | New Newspaper | 315,79 | 341,38 | 283,33 | 309,45 | 329,01 |
| 23 | Magazine Financial Director | 310,62 | 264,17 | 294,85 | 345,56 | 337,93 |
| 24 | Business People Magazine | 293,38 | 310,87 | 286,99 | 288,70 | 286,96 |
| 25 | Parliamentary Newspaper | 289,13 | 316,87 | 285,00 | 268,00 | 286,65 |
| 26 | Weekly Russian news | 286,10 | 271,79 | 272,55 | 288,89 | 311,15 |
| 27 | Career Formula magazine | 282,98 | 257,80 | 261,54 | 307,59 | 305,00 |
| 28 | Magazine The Art of Management | 264,73 | 219,19 | 239,74 | 300,00 | 300,00 |
| 29 | Journal of Economic Strategies | 248,09 | 200,00 | 219,40 | 287,50 | 285,45 |
Alexander GRABELNIKOV
Before starting a conversation about the business press, we should, in our opinion, dwell on the very definition of this type of press. There are different opinions about what is considered business printing. Some believe that its appearance was caused by the needs of business people who appeared in our country with the beginning of market reforms. Others argue that the business press existed in our country before, citing economic, financial newspapers and magazines, as well as the trade press, as examples. In fact, much of what we find in current publications, which are usually classified as business, was the subject of the pre-perestroika industry, specialized press.
The discrepancy in the understanding of the business press is especially noticeable in the example of the “Catalogue of the Russian Business Press” for the first half of 1998. Its compilers included here publications related to banking, accounting, finance, marketing, taxation, and legislation. And next to them are the magazines “Journalist”, “Bear”, “Bulletin of Aviation and Cosmonautics”, computer magazines, “Numismatic Almanac”, “How to Travel to the USA”, “Own Dacha”, “Tourism and Recreation”, “Miracles and adventures". At the same time, there are no generally recognized business publications, such as “Financial News”, “Business World”, “KommersantDengi”, “Expert” and others. In general, departmental bulletins, industry magazines, and advertising publications are placed under one cover. Consequently, the business press is a concept today that is still quite vague and unsettled.
It seems that specialists involved in the typology of periodicals should have their say here. In the meantime, let us express our own view on the subject under discussion.
The adoption of the law “On the Mass Media” and the transition from a single party subject of media management to multi-subjectivity led, as is known, to significant changes in Russian journalism and a significant expansion of its typological characteristics.
The seal was divided:
for high-quality, so-called opinion press for the intellectual part of society, and for mass media, serving the rest of the population;
into state-owned, subsidized from the treasury, and commercial, which independently raises money for its existence;
into official, reflecting the point of view of the government, and independent, which expresses the opinion of its publisher, founder, and editorial team;
on the ruling, leading agitation and propaganda of the political and economic line of power structures, and the opposition, criticizing the existing regime and putting forward their own alternative projects for the development of society;
into politicized, focused mainly on reflecting the political struggle, independently conducting this struggle on the side of any party or movement, and depoliticized, the content of which does not affect political issues and battles;
into business, economic, serving a new class of businessmen and entrepreneurs, and entertainment, designed for the leisure of readers;
into legitimate, officially registered with the Ministry of Press and Information (and later with the State Press Committee) and illegitimate, which does not recognize power structures over itself;
national, published within the republic, and transnational, published within the borders of the near and far abroad.
The quantitative ratio of different types of publications has also changed. If in Soviet times the main place was occupied by the party, political press, and industry, literary, artistic, and popular science publications were in the background, then during perestroika and reforms, political publications were supplanted by the rapidly growing information and commercial press, the industry press dynamically developing market sectors computer, construction, oil and gas, automotive and others.
The business press is designed for a very specific audience. Its goal is to create an information infrastructure that meets the needs of entrepreneurs, promote the ideas and principles of a market economy, disseminate legislative and regulatory information, create a positive image of a domestic businessman, and widely inform readers about the world of business.
Among the most important functions of this type of press, editors of business publications, during a questionnaire survey, named: analysis of the main events in the country and their impact on business life; informing about international economic news; analysis of social problems associated with changes in the economic sphere; dissemination of business experience, expansion of business horizons; providing the audience with up-to-date commercial information; analysis of the impact of commercial information on the economy; formation of business ideology (Kulev V.S. Business press of Russia. M., 1996. P. 1516.). In the Russian information market, the business press itself occupies a rather modest place in quantitative terms among the commercial, unofficial, independent (from the government) press, mostly non-politicized, national and transnational. However, the high level of some of these publications makes the authorities, financial structures, and the intellectual part of society listen to them. This segment of the information market, in our opinion, is quite multi-layered. It, like other segments, includes different types of publications designed for relevant audience groups. These are primarily high-quality publications for elite groups, corporate and departmental publications, popular publications for the general reader, and industry analytical publications. Some researchers also classify operational, reference and advertising and commercial publications as business press, although, in our opinion, they constitute a separate group of informational and commercial newspapers and magazines, aimed more at the mass consumer.
There are also mixed newspapers that have characteristics of several types at once. This is often done on purpose (one publication combines high-quality materials for business people with entertainment, information and reference/advertising publications for the general reader) in order to expand the readership and thereby increase the circulation of the newspaper.
Information agencies (business agencies) have appeared on the domestic information market, which specialize in supplying the media with business information (Prime, Interfax, PALinform and other economic news and business information agencies). Recently, the preparation and sale of business information as a custom product has become widespread. Specialized agencies, on the basis of an agreement with any enterprise or financial structure, are engaged in selecting information of interest to the client and carrying out marketing and analytical work.
It is important, in our opinion, to make a distinction between business journalism and the business press in general. The first includes publications that actively use journalistic genres, especially analytical ones. The second contains newspapers and magazines, where you may not find journalistic texts. They are replaced by stock reports, quotations, commodity price lists, announcements and advertising. These are, as a rule, publications serving wholesale and retail trade and the service sector.
It must be emphasized that the business press is far from a new type of publication for Russia. It has existed since the end of the last century, but became especially widespread at the beginning of this century due to the rapid development of capitalism in our country. Exchange weeklies began to be published in St. Petersburg, which served as intermediaries in transactions for the purchase and sale of securities of capitalist enterprises. The system of paid publications of private and government announcements, advertising, trade, industrial, financial, and entertainment institutions made newspapers directly dependent on capital.
Today, at the end of the twentieth century, we are observing processes in the newspaper business that are similar to those that existed at the beginning of the century. Numerous emerging commercial associations, associations, small enterprises, joint ventures, joint-stock companies are establishing their own publications, which serve them to interact with other subjects of the market economy in the general information field, for their own image, advertising their goods and services, and also bring commercial success. As in the pre-revolutionary years, a clearly defined group of publications was created by banking and stock exchange capital for their own needs. Drawing historical parallels, one can notice that the capitalization of society and the transition to a market cause the same processes in the information environment, despite the large gap in time.
Let's consider each of the above types of business press.
High-quality publications are characterized by a high analytical, journalistic and printing level. This is not the previous pre-perestroika press, which carried out economic propaganda and economic education of the working people. Here economic and financial information is published for making independent management decisions on the part of the reader industrialist, banker, financier, businessman who requires accuracy, comprehensiveness, and efficiency of newspaper products. These publications don't just write about business, they serve it. What is valued here is not so much the journalistic reasoning of journalists as the opinions of competent specialists. This type includes such newspapers and magazines as “Business and Banks”, “Business Week”, “Business World”, “Kommersant”, “KommersantDengi”, “Financial Newspaper”, “Financial Russia”, “Economy and Life” ", "Expert". To quickly collect and process a large amount of information, such publications have a structurally and functionally developed editorial apparatus.
A striking example of a high-quality business publication on a federal scale is the newspaper "Financial Izvestia", which began publishing in 1992 as a joint publication of "Financial Times" and "Izvestia". In the Moscow region it was distributed as a supplement to Izvestia, in other regions of Russia as a separate publication. The circulation was 164 thousand copies. It was a successful venture for both parties: management claimed that in 1995-1996 the newspaper's pre-tax revenues were $4 million a year. However, in 1998, the FT terminated its agreement with Financial News, citing the fact that the publication's main focus was on developing activities in the United States. According to other sources, a cooling in relations between Financial Izvestia and its English partners occurred when LUKOIL and ONEXIMbank became the largest shareholders of Izvestia. FT considered its main asset to be independence from large companies.
After the FT left Financial News, the newspaper lost the Financial Times logo and its materials. But, according to the first deputy editor-in-chief of the newspaper P. Golub, in economic terms this “divorce” was even beneficial for the newspaper: the British supplied paper, provided materials from their journalists and for this they received 50% of the income from the publication, which, according to P. Golub, was clearly higher than the material and intellectual costs of the English side. (Kommersant, 01/24/1998). It should be said that “Financial News”, due to the above circumstances, examined the economy and economic relations from the point of view of Western standards.
The weekly Economy and Life, also an all-Russian newspaper, chose practical issues of a market economy as its main goal. It publishes materials on problems of macro and microeconomics, economic life not only in the center, but also in the regions. The newspaper became the central publication of the Publishing House "Economic Newspaper". About 50 regional, industry and specialized publications united around it. In order to reach a wide range of audiences and provide various reader groups with the necessary information, the editors created supplements to the newspaper designed for accountants, insurers, tax inspectors, appraisers, bankers, people working in the stock market, in the customs service, structures involved in foreign economic activity, investments and real estate. The total circulation exceeds 1 million 200 thousand copies. The weekly's number of subscribers is 2.5 times greater than that of all other business publications combined, which indicates its leading position in the Russian press market.
"Expert" (published since July 1995) can serve as an example of a quality magazine for professionals in the field of business, management and economics. A significant place on its pages is devoted to the analysis and forecast of the situation in the markets and in the field of legislation, risk warnings, and research into the secrets of success. The materials are intended for readers well prepared in the field of economics. Its audience consists of Russian and foreign top managers, heads of commercial and government agencies.
The Kommersant publishing house is also known for its business periodicals. His "KommersantWeekly", "KommersantDaily", and later "KommersantDengi" served as an example for the further development of similar publications - the newspaper "Russian Telegraph", the same magazine "Expert" and others. Interest in the Kommersant Publishing House, which has held a leading position in the business press market for ten years, continues unabated to this day. Many journalists who started there founded their own business and socio-political publications.
A newspaper with the same name existed in pre-revolutionary Russia. Its front page stated that it was “the most knowledgeable, independent publication covering issues of commercial, industrial and financial life.” The current Kommersant has added socio-political life to this topic, taking the content and design model of Western newspapers and magazines. The history of its formation and development can serve as the core of domestic perestroika and post-reform business journalism.
Having moved from newspaper form to magazine form, the weekly Kommersant focused on covering major events in the world of politics, economics and culture. He outlined his audience as a circle of politicians, government officials, entrepreneurs, people of liberal professions, top and middle managers. The magazine's audience, according to surveys by sociologists, in 1996 consisted mostly of people aged 25 to 44 years, mostly married, more than half had a higher education, men were more common than women. Almost three quarters of the readers worked in the non-state sector of the economy. Heads of firms or enterprises predominated (43.9%), followed by people of liberal professions (lawyers, doctors, journalists) 27.7% and middle managers (19.8%). Almost a fifth of the readers were owners and co-owners of companies. According to the rating of trust in print media among advertisers, Kommersant took first place, ahead of Financial Newspaper, Financial News and Economy and Life (Kommersant, 01/21/1997).
If previously the initiators of the creation of such newspapers and magazines were mainly journalists, now this role is passing to those who should consume these products, businessmen and commercial structures. Among the investment projects of large commercial enterprises, there is increasingly a place for the business press. Money invested in a good newspaper gives more profit than money invested in a bank. Although, as in any other enterprise, there is a certain risk here - the market cannot provide guaranteed profits to an infinite number of newspapers.
Media researchers believe that the development of the business press in Russia directly depends on the development of the publishing business itself, which in turn depends on the market prerequisites for business activity. A business newspaper can no longer exist autonomously, without the development of parallel projects that can give the advertiser the opportunity to place advertisements. If one publication is unprofitable, the publishing house can survive at the expense of another. The business press reacts most sensitively to possible ongoing changes in the economic and financial areas of life, and therefore is a kind of “pioneer” for periodicals of a different type and direction. This segment of the periodical market is among the very first to pass the stage of transition to new relationships and principles of work due to its “attachment” to the economy and business life of the country (See, for example: Kravtsov V.V., Sukhobok A.G. Information market and business press in Russia (on the example of the newspapers "Kommersant" and "Business World" // Bulletin of the Moscow University. Ser. 10. Journalism. 1997, No. 3; Mordovskaya E.I. Prospects for the development of the business press in Russia // Bulletin of Moscow University, Ser. 10. Journalism, 1997, No. 5.).
Newspaper and magazine publishing houses are trying to strengthen themselves financially through “auxiliary material” - mass, advertising, reference, and entertainment media. Recently, they have been trying to reach their readership with all major types of publications, so that they no longer need other newspapers and magazines. In 1997, Kommersant followed this path. Offering a package subscription "Kommersantplus" to its readers, the publishing house includes in it the newspaper "Kommersant", the weekly magazines "KommersantVlast" and "KommersantDengi", as well as its monthly magazines "Brownie" and "Autopilot" for an easy and enjoyable readings designed to suit the different interests of family members. And as an advertising and information publication - the magazine "Capital".
The emergence of publishing houses and other information and publishing associations such as concerns or holdings in the mid-90s. was due to several reasons. Firstly, in new market conditions, as already mentioned, a single publication is not always able to cope with all the problems and this is why many of them are so short-lived in the information market. Secondly, merging several editorial offices into a single corporation is more profitable, since the costs of the structures serving them are significantly reduced: advertising departments, distribution services, accounting, printing production, etc. As a result, savings on the production of newspapers included in the corporation can be 40-60 percent. Thirdly, financial institutions cooperate more willingly with such associations, and government structures are forced to take this into account. The crisis in August 1998, which claimed the lives of many publications, showed that publishing houses survived it precisely due to the above-mentioned reasons. The losses, of course, were large, but without lethal results. But some publications, which lived mainly from advertising, could not survive.
According to experts, the volume of advertising has decreased to the level of 1992 (Kommersant, 09/16/1998). Western investors, whose contribution to advertising was especially noticeable, took a wait-and-see approach and froze their projects in Russia. Media owners began to get rid of unprofitable newspapers and magazines and reshape editorial teams. The austerity regime began with a reduction in production costs, salary cuts, and then staffing. Thus, the holding company Interros of V. Potanin closed the “smart, intelligent, informed” business newspaper Russian Telegraph, which had existed for only a year, but had already proven itself well in the eyes of businessmen, and brought some of its journalists into the staff of Izvestia, which also decreased. It is cheaper to run one newspaper than two. The merger of these two publications helped the remaining employees survive during difficult times. True, some of them believe that it was not a merger that occurred, but the absorption of Izvestia by Russian Telegraph. (Moscow News. 1998. No. 41.)
And ONEXIMbank had big plans: to publish daily newspapers “Delo”, “Rossiya”, “National Courier”, “National Newspaper”. Only "Russian Telegraph" was lucky enough to come to life. However, its maintenance required a lot of money. Advertising promotion, premises, equipment, information support, maintenance of correspondent offices, high salaries for journalists, according to unofficial estimates, cost the bank twelve million dollars. Subsequent routine maintenance cost less: 500 600 thousand per month. (Moscow News. 1998. No. 40). The crisis brought an end to his independent activities.
Today, quality business press is embracing the Internet. The penetration of the Russian paper press into a new information environment began in 1996, when several well-known magazines and newspapers appeared online: Ogonyok, Izvestia, AiF, and some thick magazines. The decision of publishers to take up the development of the Internet was dictated not so much by considerations of immediate financial gain, but by the desire to “stake out a place” in the rapidly developing electronic world. The presence of paper versions on the Internet has several purposes. Firstly, to indicate your existence in a promising market. Secondly, create additional advertising space. Third, sell your information.
PressTime magazine conducted a study of the most popular versions of paper publications on the Internet using the Rambler search program, which counts the number of hits to the site's pages. The criterion was taken as the average number of daily visits (which, according to the magazine, is approximately equivalent to purchasing and reading one copy of a printed publication). In mid-1998, the Izvestia agency was in the lead in the top twenty. Second place goes to the weekly "I am Young". In third place is Ogonyok. Next in descending order were “Foreigner”, “Demand”, “Expert”, “AiF”, “Chance”, “Tomorrow”, “From Hand to Hand”, “AKDI. Economics and Life” (Russian Press on the Internet//Press time 1998. No. 13.). As you can see, there are still few representatives of the business press here. And they are far from taking first place.
The existence of the business press on the Internet, not as a version of a paper publication, but as an independent information product, seems more promising. For readers, an electronic newspaper may be more convenient than a printed one. A computer with its tools for orientation and navigation in texts is much more advantageous for targeted information retrieval. Access to the publication's electronic archives makes the virtual newspaper even more attractive. Today, special information publications with a high frequency of updating critical information for the user have a significant chance of selling the electronic version publication of stock exchange reports, bank rates, rates, and other commercial information, which are directly related to the business press.
Business publications of commercial organizations are not inferior to high-quality press in terms of the seriousness of their approach to covering financial and economic problems. This press existed before in the form of departmental and industry bulletins, newspapers, and bulletins and was in the nature of internal information services for organizations and departments. Its main difference is the publication of official documents, purely business information, and the almost complete absence of journalistic materials. Such a press has now appeared in the business sphere to provide it with the necessary production information. Hence the dryness of presentation, the modesty of the design of these magazines and newspapers. These include "Business. Banks. Exchange", "Russian Economic Gazette", "Echo of Business Life", "Business Express", "Book Business", "Marketing", "Securities Market". Such publications do not need large editorial teams, since the bulk of the information comes ready-made from various departments, organizations and institutions.
Thus, the financial publishing house "Business Express" publishes weeklies, bulletins, newsletters, collections of normative documents, consolidated ratings, analytical reviews, and electronic databases. Among its publications that are in high demand are “Bulletin of the Federal Securities Commission” the official publication of the Federal Commission for the Securities Market, containing documents of the commission that come into force from the moment of publication. The "Finance and Stock Market" bulletin includes official documents and materials on the functioning of the Moscow City Loan, the results of meetings of the capital's Investment Council, issues of placement and circulation of external, savings and city bonded loans, and analytical sections. The information and analytical bulletin "Collective Investments" contains background information on mutual funds, checks and other investment funds, general bank management funds, management companies, depositories and other organizations operating in the collective investment market.
However, some companies also assign an image function to such publications: to create a favorable image of their organization among customers and business partners, which they would trust. In this case, a magazine or newspaper can be filled with journalistic materials and have a solid printing “clothing” (for example, Bee Line World).
Publishers of popular information and commercial weeklies do not try to satisfy the demand of the business world for timely financial and economic information. The weekly can't keep up with her. Its task is to popularize among the masses certain aspects of entrepreneurship and economics that affect the life of every person, to develop their market consciousness, and to widely inform them about the world of commerce. Popular weeklies are published in two forms: as independent publications and as supplements to quality daily newspapers. The independent ones that appeared in the early 90s included “Business for Everyone”, “Business Woman”, “Manager”, “Mercury”, “Prism”, “Man and Career”. The topics of these publications included trade information, weekly prices, history and experience of Russian entrepreneurship, small business, the experience of foreign entrepreneurs, consultations, answers to reader questions, reference information, advertising, crosswords. They have a wide range of newspaper genres and a varied range of illustrations. In recent years, the group of popular weeklies has been supplemented by the magazines "Profile" and "Company".
The Profile magazine was created in 1996 by the Imperial Bank to cover the life of banking circles. Its main topics are politics, economics, social life. The main characters of the weekly are famous people in the world of business and politics, their business successes, personal lives. Analysis, according to journalism researchers, is present in this magazine in a somewhat simplified form. This is due, on the one hand, to an overabundance of complex analytical materials in high-quality media, on the other, quite strong positions in the same information niche of the publications “KommersantVlast”, “Expert”, “Itogi” (Kozlova L.A. Formation of analytical weeklies in post-Soviet Russia//Journalism in 1998. Abstracts of the scientific and practical conference. Part 1. M., 1999. P. 39.).
Popular, mass information and commercial weeklies are largely characteristic of the regional press. Business life here is not as fast as in the capital, and daily business newspapers are practically not published.
In general, it should be said that the provincial press of the 90s was a noticeable phenomenon in domestic journalism. If in the pre-perestroika years it was similar and inexpressive in almost all regions, then during the transition to the market the situation changed significantly. With the weakening of the influence of the federal center and the central press, the local press acquired its own identity, as well as solid weight in the eyes of the local audience. Along with general political and mass publications, business weeklies appeared in regional cities. Their volumes and circulations are small - on average 8 pages, 36 thousand copies. These are “BusinessSreda” (Cheboksary), “Verkhnevolzhsky Kommersant” (Yaroslavl), “Delo” (Irkutsk), “Business Penza”, “Business News” (Volgograd). Their content consists of a business chronicle, the dynamics of supply and demand, price reviews and reviews of commodity markets in the region, issues of development of the regional stock, financial markets, investment and real estate markets, etc. In large cities, where business life is in full swing today, publications covering it have a much larger volume and circulation: “Birzha” (Nizhny Novgorod), a weekly magazine of Nizhny Novgorod entrepreneurs 32 pages, 30,000 copies; "Business Moscow" (weekly newspaper of the Moscow City Hall, Moscow Small Business Fund) 12 pages, 74,000 copies; "Business Petersburg" 3 times a week, 32 pages, 25,000 copies.
A very illustrative example of the typological expansion of the regional press is the printing system in the Tver region. One of the new publications belonging to the business press is the economic weekly Afanasybirzha, published in Tver since 1996. This is a 16-page newspaper with a circulation of 11,000 copies. Its pages are filled with reviews of the commodity markets of Tver and Moscow, consultations with experts on economics, consumer rights, new products in audio, video, the computer market, and interesting stories from all spheres of human life. To expand subscriptions to the newspaper, the editors adopted differentiated payments. Thus, students, military personnel, pensioners and disabled people pay half as much as other individual subscribers, and they, in turn, pay a third less than enterprises and organizations. The editorial office is structured unconventionally: it does not have the usual departments, the employees are divided into management and a group of correspondents/experts. The structural construction of each of the sections on the strip also has its own characteristics and, as stated in the imprint, is the property of Afanasy Exchange JSC. The newspaper contains quite a lot of advertising and free private advertisements. To attract new readers and subscribers, the weekly publishes labyrinths and tests. Those who are the first to send correct answers receive cash prizes and free subscriptions to Athanasia.
Among the numerous industry publications, one can also highlight analytical weeklies and magazines, which fully correspond to the concept of a business press. If we take as a basis the thematic focus of the pre-revolutionary Kommersant (an independent publication covering issues of trade, industrial and financial life), then this category will include numerous newspapers and magazines on economics and finance. To the surviving pre-perestroika publications, there were added domestic journals on banking, various bulletins, newsletters, almanacs, workshops, regulations on accounting, financial information, and taxation. In addition, quite a lot of foreign periodicals on business and management have appeared. Their number in some catalogs reaches one and a half hundred items.
The active development of the oil and gas complex and the investment of Western capital in it directly affected the press serving this industry. Along with old departmental magazines, modern business publications also appeared here. These include the monthly analytical magazine "Oil and Capital" ("Oil and Capital"), which appeared on the Russian information market in 1995. Unlike other publications in the oil and gas industry ("Oil Industry", "Geology of Oil and Gas", "Oil and Gas technology", "Pipeline transport", "Oil of Russia"), which were either purely informational in nature or technological and, as a rule, were addressed to specialists of a narrow profile, "NIK" was distinguished by its analytical and consulting orientation, an independent expert assessment of certain events , trends and facts, accuracy, impartiality.
Before releasing the pilot issue in October 1994, the editors of "NiK" talked a lot with their future audience geologists, oil and gas workers, refiners, financiers, officials, trying to get answers from them what they want the magazine to be like, so that it really was a necessary and widely read publication. A lot of good advice was taken into account then. The journalists developed a concept for a magazine that could bring constant practical benefit not only to managers of the oil and gas complex and key figures in federal authorities, but also to financiers, bankers, equipment manufacturers, representatives of construction and transport companies, entrepreneurs in the field of trade and the provision of a wide range of services .
One of the main sections of the magazine "Politics" publishes materials reflecting the dynamics of the main political and economic macro processes on a Russian scale. Here "NiK" gives a "directed" analysis of how certain changes in political life will affect the interests of various groups of readers of the magazine. In existing publications today, both socio-political and industry-specific, specialized, such targeted analysis of political events and trends is practically not found.
The "Legislation" section provides readers with a wide variety of materials related to the development of the legislative framework for oil and gas activities. Lawyers specializing in this topic often publish here. Of particular interest are the comments of experts from the largest international legal, consulting and auditing companies.
The “Finance” section also occupies a leading position in the magazine. First of all, those materials that can bring practical benefit to the manager and financier of oil and gas companies in solving various financial issues (non-payments, loans, movements in the stock market, prospects for bill circulation, etc.) are published here. For the required level of the section, the participation of journalists in it is kept to a minimum; the main authors here are experts from banks, exchanges, and audit firms.
The "Regions" section tracks events that in one way or another affect the situation in the traditional oil and gas regions of Russia (Tyumen, Komi, Volga region, Tatarstan, Sakhalin, etc.). Through the prism of the interests of oil and gas structures, the problems of delimitation of powers between the center and the regions are highlighted. In the “Projects” section, which arouses constant interest among readers, oil and gas projects jointly with Western companies are monitored. Other sections do not go unnoticed by the audience “Taxes”, “Monopolies”, “Export”, “Recycling”, “Foreign”, “Technology”, “Gas Stations”, “Markets”, “Vertical”, “Neighbors”, “ Resources", "Sales".
Almost every issue until the August crisis of 1998, “Oil and Capital” published special thematic supplements, for example, “Three-dimensional seismic exploration”, “Banking and financial technologies”, “Pipeline transport”, “Offshore oil production”, “Enhanced oil recovery” , "Oil refining", "Pumps", "Drilling", "Information technology". "Telecommunications" and others.
"NiK" now has its own regular readers. It is read not only in Russia, but also in countries near and far abroad. Today the magazine has many friends and partners from various areas of the oil and gas business. With their help, he not only earns money, but also gains invaluable experience, which he then uses to make his partners feel comfortable working with the magazine. Among the subscribers of "NiK" are the top management of leading oil and gas companies: Gazprom, Lukoil, YUKOS, Sidanko, KomiTEK, Rosneft, Slavneft, Tatneft, Tyumen Oil Company and others. In addition to subscribers, "NIK" is sent to deputies of the State Duma and the Federation Council, heads of regional administrations, responsible employees of the Administration of the President of the Russian Federation, the Prime Minister's Office, a number of ministries and departments.
Over the past period of time, the editors have developed new projects and plans. She produces an electronic daily newsletter, develops her own consulting business, and organizes thematic seminars. Finally, “NiK” has gained authority: it is quoted, referred to, praised and argued with. In a word, they know him. NIK survived the August crisis without major losses, only losing 16 stripes (from 96 to 80).
The transition of society to the market has knocked many industry publications out of their usual direction. Not every editorial team was capable of radically changing its decades-old way of life and activities. And some of them slowly withered away. Those who remain are trying to keep up with the times, and most importantly with the demands of the readership.
The construction industry adapted quite quickly to the market, satisfying the demand for housing and public buildings, which did not fall at all, but rather increased due to the fact that today it is especially profitable to invest in real estate. The information market also responds to this demand. In the 90s. Many new business publications have appeared in the architectural and construction industry: “Housing Issue”, “Architectural Bulletin”, “RRE” (Russian Real Estate), “Investments in Russia”, “Stone and Business”, “Real Estate of St. Petersburg”, “Architecture, Construction , design", "World and Home", "New House", "UES1", "Realtinformreal estate", "Capital real estate", "Construction Bulletin", "Private architecture", "Private property", "Owner" , "House", "Real Estate for Business", "Modern Construction", "Construction Market", "Construction Expert".
Some of these publications are difficult to classify as journalism, because they contain practically no materials written according to the laws of newspaper and magazine genres. They are more like catalogs and reference books. The main content of such magazines as "OeS1", "Real Estate", "RealtinformReal Estate" consists of continuous tables in which the goods are indicated (construction equipment, building and finishing materials, apartments, houses, cottages, etc.), given their technical characteristics, prices, delivery conditions, addresses and telephone numbers. There is no talk of notes, illustrations, not to mention other established attributes. Nevertheless, these periodicals - a specialized magazine, a newsletter, as they define themselves - have fairly large circulations for these times and, most importantly, are in great demand.
These qualities the absence of journalism as such are distinguished by mass magazines and newspapers, which are usually called operational, reference and advertising and commercial publications. These include advertising and information weekly magazines "Wholesaler", "Products and Prices", "Services and Prices", "Products from Warehouse", the magazine "Demand" and others. For example, "Wholesaler", which has a very extensive network of additional publications ("Industrial Wholesaler", "Agricultural Wholesaler", "Commercial Equipment", "Drinks", etc.), supplies the audience with extensive (1200 pages) operational information about real goods, prices, which is very important in the current rapidly changing situation. It is not intended for the end consumer, but for stores whose owners actively use the weekly magazine in their work.
One of the new types of this group of publications is the recruiting press. The name, which is so unusual for our ears, is explained by the fact that she has not yet chosen an appropriate “sounding” name for herself in the terminology of the domestic media. This name is derived from the recruiting business, widespread in the West, the meaning of which is the selection of personnel for specialized companies (recruit recruiting, recruiting, enlistment). In the last third of this century, entrepreneurs in countries with developed market economies realized the importance of careful selection of personnel for their companies, the value of highly qualified employees, and its direct reflection on the economic potential of the company. The introduction of high technologies required appropriately trained workers. Personnel selection quickly acquired an independent character; companies began to appear (first in the USA and then in Europe), for which this became the main area of business, and with them specialized publications.
Today, similar companies have appeared in Russia. They actively began to use information and commercial publications for job advertisements. Newspapers such as "ExtraM", "TsentrPlus", "Business and Advertising" and others contain quite voluminous sections of job advertisements. However, when placed among other advertising texts, these advertisements do not always give the result that customers expect. Specialized publications deal with this much more effectively. They were also brought to life by the fact that now in Russian society a personnel management system characteristic of countries with a market economy is being formed at an accelerated pace.
The recruiting press deals with personnel selection services for various organizations, institutions, firms, companies, or, more simply put, employment. The first newspapers of this kind in the capital were the weekly “We invite you to work” and “Work for you”, which appeared on the shelves in 1992. Later, they were supplemented by the newspapers “There is work! We need work!”, “Work and leisure”, “Personnel decides everything”, “Earnings”, “Work today”, “Vacancy”, “World of vacancies”, “Exlusive Personnel”. About the last newspaper we can say that this is not a foreign, but our domestic publication, published since April 1997 by the publishing house “Work for You”.
Over the years since its founding, “Work for You” has grown into a large newspaper industry: it itself began to be published twice a week, the volume increased from 4 pages to 100120, in addition, a network of local editions of this newspaper was created in ten large cities of Russia, and also in Kharkov. With the release of "Exlusive Personnel", which contains advertisements for elite vacancies and specialists, newspapers have become divided into two directions - for the elite, and for everyone else. In addition to the fact that companies make very serious demands on candidates for high-paying vacancies (in terms of the prestige of employers, the reputability of positions and salaries), a significant part of the advertisements of foreign companies operating in Russia are published in foreign languages, which immediately narrows the circle of readers of the newspaper, cutting off those who do not own them. Ensuring its financial position through income from wealthy advertisers, "Exlusive Personnel", as well as other similar financially prosperous publications "The Moscow Times", "The Moscow Tribune", "Capital", distributes most of its circulation free of charge in expensive hotels, large business centers, prestigious stores, restaurants, airports.
Comparing the effectiveness of the recruiting press with information about vacancies on television and radio, experts give preference to the former. Broadcast announcements require brevity to remember and do not provide the detailed, extensive information the reader is looking for. In addition, they practically never appear in prime time on popular channels, are broadcast at inconvenient times and cost much more than in newspapers. According to company representatives, this press is also more effective than the activities of specialized recruitment agencies. First of all, it attracts employers as a cheaper way of recruiting personnel. In addition, the cost of working time for company employees to search for personnel is significantly lower than when communicating with a recruiting agency. What speaks in favor of newspapers is the fact that these agencies themselves quite often resort to the help of the press, placing recruitment advertisements in it. (Exlusive Personnel. 1998. March 10.)
So, the business press is a fully formed segment in the Russian information market. Despite the crisis in society and the media, it continues to function quite successfully, which indicates a large margin of safety and development potential.
The success of any business depends on the amount of knowledge. Any successful businessman has a large amount of useful information. You can’t consider yourself a favorite; you’re a mediocrity. It is necessary to be constantly aware of emerging new innovative ideas and important world news. Moreover, for this you do not need to listen to unverified rumors, it is better to pay attention to trusted sources, and the best business magazines will always come to the rescue. Thanks to them, both established business sharks and newcomers will be able to obtain the necessary information.
Just don’t buy the first edition you come across. Before making this seemingly insignificant purchase, it is worth finding out which top business magazines are favorites among their peers.
The best business magazines will be able to add new shades to your usual morning or become an excellent companion in a hated traffic jam. They will not only help brighten up time, but also fill the brain with new, and most importantly useful, information. You should also read it if you want to achieve something.
Harvard Business Review – tops the TOP “Best Business Magazines”
The Harvard publication opens the list of the best business magazines. Their magazine managed to attract the attention of managers, financiers and businessmen from all over the world. It began its existence in 1922, and for 85 years it continues to delight customers.
Here are asked questions related to business management topics. A lot of useful advice, ideas, knowledge, which is often followed by famous leaders of huge companies. A huge number of people are responsible for the creation of each new number. These are professional journalists, managers, professors.
Based on the surveys conducted, the most popular among readers were articles about the art of negotiation, how to succeed in your business and how to maintain a leading position.
As for our country, the list of the best business magazines in Russia also does not include Harvard Business Review. After all, it began publishing back in 2004, receiving the attention of many Russians. They are often covered here, you can read about and other information.
Forbes is the favorite publication of millionaires
The best business magazines in Russia and abroad simply could not help but include this publication. It was founded by Berry Charles Forbes back in 1917. Today the publication is considered the most authoritative. There is probably no person who has never heard of the popular Forbes list and has not dreamed of being on it. It regularly includes the world's leading entrepreneurs.
It certainly cannot be called unpopular, because within 24 hours the entire circulation is sold out, and it includes 100,000 copies. It can be seen on board business class aircraft or in five-star hotels.
He becomes a real assistant for beginning businessmen, and helps already experienced craftsmen well. It often writes about other economically important events.
Usually it is purchased by people with high incomes. Based on statistics, 60% of them are men, and 40% are representatives of the fair sex. Moreover, 70% of them are managers.
CNews – for those who follow the latest in technology
The press is focused on studying the field of high technology. It becomes a great find for IT specialists. It appeared in stores in our country relatively recently, only in 2014, but managed to gain wide popularity.
Here you can find various industry reviews and articles by experts, all on a global scale.
The main feature of CNews is an individual approach to each of its subscribers. After all, he knows each of them by name, which is sure to appear upon delivery. A small but such a nice bonus.
Moscow "Business Magazine"
Unlike its predecessors, the magazine was created for people from young and medium-sized businesses. Moreover, having appeared in 2006, it was able to gain wide popularity, and even received a well-deserved award for the largest circulation.
With its help, businessmen can be well informed about the business market and all its changes. A wide variety of industries are well covered here.
Great tips and ideas to help you formulate your own concept correctly. A special place is occupied by the analysis of sales and production markets under crisis conditions. We must not forget about real stories - people share their experiences and help newcomers. There you can find articles about how to organize a farm.
Fortune is a useful magazine for businessmen
The founder of the world-famous magazine was Henry Lewis. The man dreamed of creating a good publishing business, which could simultaneously include several popular industries. However, in the course of its development, everything went a little differently, but it was thanks to this that the publishing house was able to turn into the Time Warner conglomerate.
Fortune contains a lot of useful information - trends in business development to a global scale, analyzes of famous companies, useful advice, as well as a list of the largest companies from around the world. The main readers are people aged 25 – 55 years.
Thanks to the wide variety of publications, everyone can find a magazine that suits them.
