Media consumption of visitors to industry events and opportunities for promotion of exhibitions in the early 21st century: experience of empirical research

For citation: Puzikov T.V. Media consumption of visitors to industry events and opportunities for promotion of exhibitions in the early 21st century: experience of empirical research // Mediascope. 2024. 4. Available at:  https://www.mediascope.ru/2883

© Tikhon V. Puzikov

PhD student at the Chair of Sociology of Mass Communicationa, Facult of Journalism, Lomonosov Moscow State University (Moscow, Russia), tvpuzikov@gmail.com

Abstract

The article presents the results of a study of the media consumption of 470 visitors to the international exhibition and business forum «Occupational Safety and Health» (OSAH). The survey was conducted in a questionnaire format in December 2023. It is revealed that the majority of exhibition visitors are the audience of modern Russian media. According to the data obtained the Internet is the main source of information about industry events for their visitors. Their media consumption is concentrated on federal and industrial media, as well as various Telegram channels. Comparison of specialists with various professional experience demonstrates little difference in media consumption profile and shows that about one third do not read the media at all, approximately one firth uses industry media. The study confirms several findings of previous research projects of the event industry, e.g. the revival of interest to email newsletters and the importance of colleagues as a source of information. The survey results can be used in planning campaigns to promote specialized exhibitions in Russia.

Keywords: industry experts, exhibition visitors, media, advertising, industry events.

Notes

Auditoriya Telegram [Telegram audience]. Available at: https://ict.moscow/research/auditoriia-telegram/ (In Russian)

Okhrana truda i bezopasnost' rabotayushchego cheloveka [Labor protection and safety of workers]. Available at: https://vk.com/associationsiz (In Russian)

Okhrana truda Telegram-chat [Labor protection Telegram-chat]. Available at: https://t.me/ONlineOhranaTrudaEcoBIOT (In Russian)

Okhrana truda/Promyshlennaya bezopasnost'/ASIZ [Labor protection/Industrial safety/ASIH]. Available at: https://t.me/asiz_news (In Russian)

Otraslevoy doklad «Internet v Rossii v 2022–2023 godakh. Sostoyanie, tendentsii i perspektivy razvitiya» [Industry report “Internet in Russia in 2022-2023. Status, trends and development prospects”]. Available at: https://digital.gov.ru/uploaded/files/internet-v-rossii-v-2022-2023-godah.pdf (In Russian)

Populyarnost' e-mail-rassylok vyrosla na 20% v 2022 godu [Popularity of e-mailing increased by 20% in 2022]. Available at: https://adindex.ru/news/researches/2023/05/26/312873.phtml (In Russian)

Rossiyane provodyat v sotssetyakh okolo chasa v den', pokazal opros [Russians spend about an hour a day on social media, survey showed]. Available at: https://ria.ru/20230907/sotsset-1894801154.html (In Russian)

Sineokaya A.A. (2022) Ponyatie, klassifikatsiya i znachenie yarmarok i vystavok [Concept, classification and importance of fairs and exhibitions]. Nauchnyy zhurnal 2 (64). Available at: https://cyberleninka.ru/article/n/ponyatie-klassifikatsiya-i-znachenie-yarmarok-i-vystavok (accessed: 24.09.2024).

V «Siriuse» zavershilas' IX Vserossiyskaya nedelya okhrany Truda [In “Sirius” the IX All-Russian Labor Safety Week has ended]. Available at: https://rusafetyweek.com/news/v-siriuse-zavershilas-ix-vserossiyskaya-nedelya-okhrana-truda/ (In Russian)

Vern Zh. (2016) Mikhail Strogov [Mikhail Strogov]. Izdatel'stvo “Veche” Publ. Available at: https://www.100bestbooks.ru/files/Vern_Mihail_Strogov.pdf (In Russian)

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