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 The changes in information communications caused by the development of Internet and digital technologies were being discussed during the second day of the 20th PDA conference.
The Deputy Minister of Communications, Mr. Zharov, on behalf of the Ministry wished the participants a successful conference.
The PDA President, Dmitry Martynov, gave a presentation on "The effect of digital technologies on the print media market in Russia". He talked about the global changes in the media industry caused by the "digital revolution", analyzed different points of view on the future of periodicals and books, and made suggestions on how to support retail distribution of print media in the Russian Federation.
The CEO of ARPI Siberia and PDA board member, Mr. Gavrilov (Novosibirsk) delivered a report on "The main marketing tool: How to maintain the recommended retail price on a store shelf?" He drew particular attention to two points. According to Mr. Gavrilov, the main marketing tool is price. If a publisher does not take into account the difficulties of distributing magazines in Russia (expensive and long-distance delivery), he thereby deprives himself of 20 percent of his target audience.
The CEO of Laboratory of the Future, Mr. Krainov, talked about creating referral information system for the industry on the PDA website. He said that this referral system was developed as part of the project "Digital print media market in Russia" that was proposed by the Press Distributors Association.
The presentation by the CEO of Game Land, Mr. Aragunov, sparked a lot of interest among the conference participants. Today the largest part of the Game Land’s business is mass media, particularly television channel MAN TV and Publishing House Game Land. Publishing house revenues account for the larger part of the business. The company carries out bold experiments: credit card MEN'S CARD, internet coupon portal VYGODA.RU, a range of premium dairy products TEVYE, etc. Thus, the company employs venture capital business model.
The chief editor of Red Flag, Ms. Majorova (Glazov, Udmurt Republic) talked about the hardships of the local town newspaper these days. The first issue was published 93 years ago. The editorial team consists of 32 staff members. Single circulation is 9,400 copies. Currently, 4 other newspapers are published.
Despite existing problems, Ms. Majorova’s predictions for print media are optimistic. In cities such as ours, she said, people read and will read newspapers despite the advancement of electronic media.
The CEO of TDS (PH Bauer Media), Mr. Alekseenko, presented two new women’s magazines by the Publishing House Bauer Media - "Women's Magic" and "Purely Womanly." The "Women's Magic" magazine entered the market in February 2011 and immediately was able to find its audience.
A panel discussion on "Life and death of print media: Two views on the issue " was held, attendees actively participated.
Two documents were adopted at the meeting: "The 20th PDA Conference statement on cyber-attacks targeting the Novaya Gazeta website” and "The 20th PDA Conference resolution on "the 20th anniversary of the establishment of free print media market in Russia."
   
  
Source: PDA Press service |
