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Russian paper newspapers and magazines are not dying out just yet

Experts keep talking about the future of traditional newspapers and magazines. Their predictions are both right and wrong. In my opinion, a twist on Mark Twain’s famous quote would explain it the best: the reports of the death of newspapers have been greatly exaggerated.

Inevitably, electronic mass media, the wide spread of the Internet, etc make journalists question the future of the traditional media. For example, the chief editor of "Komsomolskaya Pravda", Vladimir Sungorkin, predicts that there is going to be only one newspaper in every city.

Other experts believe that as long as a particular newspaper has enough readers, it will survive.

The third point of view (which is also my opinion) is that newspapers and magazines that are keeping up with the changes in the media industry will survive. That is why it is extremely important to start nurturing so called universal or convergent journalists. These specialists will be able to write, shoot videos and do live radio broadcasts.

Some Russian newspapers have used techniques specific to other types of media like radio, television, and the Internet before. This helps expand the audience of a traditional newspaper. Even a new term describing this phenomenon emerged: "360 degree concept". This approach allows publishers to start selling content that is adaptable to different types of media and hence able to satisfy every audience out there unlike traditional newspapers.

In accordance with this 360 degree concept, news agency RBC, as well as the newspaper "Kommersant" and "Komsomolskaya Pravda" are universal in my opinion. They not only have the online versions, but also radio and television stations under the same name. It is clear that these media holdings are ready to respond to the challenges of change.

The 360 degree concept makes the future of the traditional newspapers look quite bleak. The only way for the traditional news media to survive is to start utilizing new media platforms and finding their own unique way to interpret events. Only in this case, the traditional newspapers will survive these days.