For citation: Zakharova M.V., Kiseleva E.B. (2016) Zarubezhnyy mediakapital na rossiyskom pechatnom rynke v 1987−2014 gg.: osnovnye tendentsii razvitiya [Foreign Media Companies on Russia’s Print Media Market in 1987−2014: Developmental Tendencies]. Mediaskop 1. Available at: http://www.mediascope.ru/?q=node/2085

 © Milana V. Zakharova

PhD, Senior Lecturer at the Chair of Foreign Journalism and Literature, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), milana.z@mail.ru

© Ekaterina B. Kiselyeva

PhD, Senior Lecturer at the Chair of Foreign Journalism and Literature, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), krasnova.katerina@gmail.com

Abstract

The paper looks at the main tendencies in the development of foreign media companies on Russia’s print media market in the period between 1987 and 2014. The sample included over ten publishing houses with a strong impact on Russia’s media industry, Axel Springer, Bonnier Business Press, Hubert Burda Media, Gruher+Jahr, Lagardere, Sanoma Independent Media and Shibsted among these. The specifics of penetration, including those depending on the time of advent onto the Russian market, property structure (a 100% subsidiary, joint ventures) and market activities are analysed. Examples of both expansion and phasing out are considered. Special attention is given to the asset structures (free and paid newspapers, magazines, partworks, book publishing and media product lines (publishing own brands, licensed international brands, affiliated magazines, localized editions and new projects started from scratch). Foreign brand promotion models used on the Russian market including brand diversification on various theme markets, consolidation on a niche market, visibility on the internet, trade name advertising and promotion, and familiarization projects are discussed.

The study showed that foreign media companies heavily relied on the experience in promotion accumulated on other foreign markets including those of Central and Eastern Europe. Such companies launched already popular publications, using the whole range of available tools, starting with cross-media advertising to master classes and short-term familiarization projects. A new stage for foreign media companies on Russia’s market started in February 2016 with the enactment of a law limiting the foreign capital share to 20% in all Russian media. This primarily goes for entertainment media and magazines yet the identified strategies of the publishing houses as well as their successes and failures may prove useful for better understanding of Russia’s print periodicals market.

Keywords: foreign media company, publishing strategies, advertising market, companies types, magazine press.

Notes

About Shibsted: History. Available at: http://www.schibsted.com/en/About-Schibsted/History

Bauer Media Group prekrashchaet vypusk zhurnalov BRAVO i BRAVO GIRL v Rossii [Bauer Media Group stops magazines BRAVO and BRAVO GIRL in Russia]. Available at: http://www.bauermedia.ru/about/news/bauer_media_group_prekraschaet_vypusk_zhurnalov_bravo_i_bravo_girl_v_rossii/

BCN Zeitschriften. Available at: http://bcn.burda.de/marken/zeitschriften/

Cosmopolitan vykhodit na yuvelirnyy rynok [Cosmopolitan enters jewellery market]. Available at: http://www.imedia.ru/news/7464/

Funke Mediengruppe. Available at: http://www.mediadb.eu/datenbanken/deutsche-medienkonzerne/funke-mediengruppe.html

Gruner + Jahr. Jahresbericht 2005. Available at: http://www.guj.de/fileadmin/media/gb/2005_guj_jahresbericht_de.pdf

Istoriya zhurnala «Liza» – eto istoriya uspekha [History of Lisa – history of success]. Available at: http://www.burda.ru/InfoBlock.aspx?infoid=eb45c519-9cdf-49b8-94dc-de05002a8d5b

Izdatel'skiy dom «Burda» v Rossii [Publishing house Burda in Russia]. Available at: http://www.burda.ru/AboutCompany/ruHistory.aspx

Martynov D.V.: Rynok pechatnykh i elektronnykh SMI v Rossii i za rubezhom [Martynov D.V.: The market of press and digital media in Russia and abroad]. Available at: http://www.arpp.ru/component/content/article.html?id=273974

Pochemu padayushchiy rynok pechatnykh izdaniy ne utashchil za soboy partvorki? [Why the decline of press market did not catch away partworks?] Available at: http://www.arpp.ru/component/content/article.html?id=273243

Rossiyskiy rynok periodicheskoy pechati. Sostoyanie, tendentsii i perspektivy razvitiya [Russian press market. State, tendencies and perspectives of development]. 2008. P. 12. Available at: http://fapmc.ru/rospechat/newsandevents/newsagency/2008/04/item4899.html

«Salon-press» smenil inter'er [Salon-press changed the interior]. Kommersant". 2013. 11 September. Available at: http://www.kommersant.ru/doc/2276190

Siebenhaar H.P. (2007) Warten auf den weißen Elefanten. Handelsblatt 5 April. Available at: http://www.handelsblatt.com/unternehmen/it-medien/gruner-jahr-warten-auf-den-weissen-elefanten/2792256.html

Silbert N. (2007) Lagardere Active fait le pari de la Russie. Les Echos, 26 Septembre.

Schulz T. (2005). Der Moskau-Peking Express. Spiegel 18. Available at: http://www.spiegel.de/spiegel/print/d-40254164.html

Schulz T. (2005). Der Moskau-Peking Express. Spiegel 18. Available at: http://www.spiegel.de/spiegel/print/d-40254164.html

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