Information Unit (part of the investment holding company Finam) held a conference on Media business in crisis: to stay alive. The participants noted that the crisis has affected virtually all media, but faster than others their incomes have begun to restore the online newspaper. They also show better dynamics and the audience, which can stimulate the transition of media in electronic form.

In a crisis, there was a significant reduction in advertising budgets, which adversely affected all segments of the media market. The biggest losses from the crisis, in my opinion, of course, suffered a publisher, producing advertising and polureklamnye edition. The crisis is particularly painful blow on expensive glossy magazines, issues of fashion, lifestyle, products premium. In Russia closed down more than 200 magazines. Fall advertising in print media for the first half was 46%, - shared the chairman of the Association of distributors of printed materials, Alexander Oskin.

Radio, perhaps, was more vulnerable than others. I have already said something like this - the last fat years spoiled radiyschikov who decided to sell the scope and even the sights that matched those of the TV coverage, - said general director of Finam FM Oleg Medvedev. Internet publication, at least, business, feel more comfortable. Thus, the leader of the group projects Finam.Info Ekaterina Romanova has evidence that, after falling 15% in the first quarter, second and third quarters showed growth in advertising revenues by 10%, resulting in this segment is fully played crisis losses.

However, contrary to expectations, the crisis did not become a catalyst for the growth of interest to readers of business publications in general. Circulation is not increased. Not ready to speak for all the business media, but a few I watch. One of the reasons - care of many publications from retailers. Vendors often dictate or try to dictate terms to producers. And this applies not only to grocery stores. They take money for the fact of the presence of the magazine on the shelf. In addition, many copies distributed free at many exhibitions, conferences and promotional purposes. This is the cost of printing and delivery of the spread. From this had to be abandoned. All this had an impact on circulation, - examines the editor in chief log D 'Constantine Ilyushchenko.

Several different situation on the Internet, where the audience of business sites continues to grow. This, as well as the need to reduce costs, stimulate the transition of a number of media in electronic format. I know the experience of a number of old and brand for their cities regional dailies, which are now generally abandoned the printed versions and safely live solely in electronic form, - said Mr. Medvedev. Agrees with him, Mr. Ilyushchenko: I think that switching to electronic versions - a matter of time. We ourselves are already selling subscriptions to the magazine in PDF. Buy those who live in regions where it's hard to distribute the magazine in print.

The main problem of Internet-editions - user unwillingness to pay for content. However, according to project manager SMI2.ru Yuri Belousov, there are other ways of generating income: To pay on-line publications remains an advertising model (as a banner, and other features, such as conducting online conferences). There are other ways to monetize where users will pay for certain types of services. To do this, the media should introduce to your site mechanisms targeted at readers and really helpful. Perhaps with the elements of the game.

Department of Public Relations and Media Investment Holding Finam.
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