Маркетинговые стратегии редакции в условиях конвергенции

Меди@льманах. 2017. № 4(81). С. 42–49.

Вырковский А. В., Галкина М. Ю., Колесниченко А. В., Образцова А. Ю., Vartanov S.

This article is part of a large complex study on the transformation of newsroom work under convergence. The results of the examination of changes in the working processes of Russian journalists and editors are presented. The authors of the study interviewed more than 20 editorial staff members. Every respondent has an experience of working in the media for at least 10 years. The main change (according to the respondents' observations) is much more intensive work of journalists and editors on social networks intended to optimize communication with the audience. The rapid digitalization in recent years has produced an obvious, although not so large, scale effect on the practice of interaction with the external environment. We believe that in the near future this trend will only increase.

Keywords: социальные сети, редакция, внешняя среда, контент, аудитория, дигитализация