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Tendencies of development of the market of press of Russia eyes of the advertizer
The author: Dmitry Bartenev Istochnik: № 1-2

In the market of printed editions in Russia the tendency of concentration of business recently is marked. Besides conducting players undertake attempts to make the market more transparent and clear both for potential investors, and for advertizers. Probably, it is normal and natural process which is caused by that the market of printed MASS-MEDIA in Russia becomes more and more attractive from the point of view of business.

Though for the sake of justice it is necessary to note, that some randomness with new editions recently is observed. Because of it process of concentration printed медийных actives for the present is insufficiently brightly expressed, as constantly there are independent editions alongside with new editions of large publishing houses. I think, that is more active and at more serious level integration of publishing business in Russia will occur in 1–2 years when the period of rough structural reorganization of the market will be finished, it(he) becomes sated and here foreign publishers, for the different reasons not made it till now will come. The international companies are strong the technologies of creation of printed information products besides they will offer the western models of construction of publishing business.

Taking into account a present level of development of printed MASS-MEDIA, it is possible to speak that their potential for the decision of marketing problems(tasks) is now used not bad. Already for a long time in editions non-standard formats (инсерты, cutting down, bookmarks etc.) began to appear . But in the long term, certainly, in Russia it is necessary for newspapers and magazines to develop and go forward, not stopping on achieved. First of all – "is horizontal". One of key complexities at the present moment consists that in the Russian market there is a plenty of various editions, but at scale advertising campaigns to achieve the big scope of an audience it is impossible, as distribution on all country at this or that concrete edition is not present. Clearly, that publishers on it have reasons – the cost price of business, неготовность consumers of regions to pay for editions etc. Other important point – development of regional press both from the point of view of quality, and from the point of view of the maintenance(contents). I think, in regions the more potential and regional press is latent could receive considerably the big share of advertising budgets if the given problems were solved.

As in any situation, whether it be in business, in life, in attitudes(relations) between printed MASS-MEDIA and медийными agencies, here does not do without the certain problems. And it would be boring without them. For example, among the basic and important it is possible to note the following:

  • Insufficiently creative approach in use by publishing houses and editions of the opportunities in quality рекламоносителей;
  • Not all players of the market use the uniform data медиаизмерителей;
  • Some publishers overestimate circulations for increase of cost of accommodation of advertising in the editions.

Sometimes there are also technical problems – for example, a marriage(spoilage) in accommodation or discrepancies / delays in document circulation. A separate theme – the problems arising in work with regional editions. Here – the highest parameters on a marriage(spoilage) at accommodation of advertising, non-observance of requirements of the advertizer, and also sometimes and non-observance of the legislation is frequently marked (placing, for example, advertising of tobacco on covers).

Though, however, and we, buyers, too not an ideal, and at us are non-observance дедлайнов on букированию and to granting of breadboard models as many things in клиентском business occur very much and very operatively.

One more serious problem of the Russian market of printed editions – the control of circulations. Certainly, тиражный audit in Russia is necessary. At the present moment there are many questions on circulations, and without presence of an independent estimation it is very hard to understand an objective picture. National тиражная service (НТС) does(makes) the big business, but, unfortunately, while the few participate in the given program, therefore тиражный audit leaves to wish the best from the point of view of interest of scope of editions on all country.

Measurement of circulations and a reader's audience (readership) are complementary researches, they do not exclude each other. Researches of ratings of reading – a necessary element at медиапланировании the advertising companies.

Researches of ratings of reading of companies KOMKON and TNS Russia are similar on methodology, differing details. We on a constant basis use data TNS Russia accepted as the industrial standard.

In my opinion, the faster the industry of printed MASS-MEDIA will solve the problems, the, finally, it is more than budgets of advertizers this market will receive. Probably, that it happened, the will of conducting players and their active position in business of formation of civilized attitudes(relations) is necessary.

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