The future of print media. The Future of the Media: Forecasts and Practical Solutions

The "National Advertising Forum" has become a place where specialized industry publications conduct a dialogue with the largest advertisers and advertising agencies, as well as a convenient platform for discussing topical issues of the media market. Therefore, during the discussions, the participants could not ignore the current change in the industry's conjuncture.

Alexander Zharov, head of the Federal Service for Supervision of Communications, Information Technology and Mass Media, spoke about the state of the print media market: “...the penetration of online media into the business of traditional media has finally acquired the character of an invasion. However, not the Internet, but the press remains one of the most popular sources of information and distributors of advertising at the regional level. Today, the print media and the publishing industry as a whole are faced with the challenge of their own marketing repositioning.”

Head of the Federal Service for Supervision of Communications, Information Technology and Mass Media Alexander Zharov. Photo: AiF / Anastasia Ponomareva

During the press summit, the results of a study of the reading of Russian print media and the perception of advertising in them by readers were presented by Mediascope. Survey data presented by Mediascope CEO Ruslan Tagiev and director of cross-media research Mikhail Raibman.

As a result of a study of the preferences of readers of newspapers and magazines published by seven publishing houses, among which was the AiF Publishing House, it turned out that from 65% to 83% of respondents are loyal to publications, which means they purchase printed issues regularly. Of these, 62% turn to newspapers and magazines “to learn something new”, and another 56% in order to keep abreast of what is happening in the world. Most of them do not like to read "in between times", but prefer to set aside special time for this. They do not like to be distracted while reading and tend to immerse themselves in the material.

Experts note that these statistics illustrate the characteristic trend of "separation of powers" between print and digital publications. By virtue of the format, online publications take on the functions of prompt coverage of events, the current agenda. Whereas newspapers and magazines, reducing the volume of small news, focus on analytical materials and "big investigations", that is, on "long" sensible reading.

Photo: AiF / Anastasia Ponomareva

Media experts agree that Internet publications, becoming “hostages of traffic”, sacrifice fact-checking and analysis for efficiency. Whereas print publications can afford to spend the time and experience of their employees on checking the accuracy of the facts, as well as focus on parsing and explaining what is happening. Therefore, maintaining much more credibility than the flow of digital content. At the same time, the sharply increased competition from online publications made it possible to “cleanse” the ranks of the print media, “removing” momentary projects from the market, but without threatening the positions of quality newspapers with a serious history and reader’s trust.

The fact that the printed press is "going out of fashion" is a serious misconception, and newspaper publishers also spoke. Participated in the panel discussion Director General of the Argumenty i Fakty Publishing House Ruslan Novikov, 1st Deputy General Director of the Komsomolskaya Pravda Publishing House Vladislav Gemst, General Director of Kommersant-Press Alfred Khakimov, Elena Zagranichnaya, press procurement director of the VivaKi WG, editor-in-chief of the publishing house "My District" Alexei Sinelnikov and Andrey Malakhov, Commercial Director of the group of printing houses "Prime Print Moscow". They, like colleagues from the research community, believe that the newspaper is focused on creating thoughtful analytics for readers, and today there are a great, almost limitless number of modern ways and visual formats for presenting information.

“The newspaper is a trusted and competent source of information. Newspapers are cited, newspapers are quoted. In recent years, trust in the press has grown from 37% to 40%, while TV is becoming a source of entertainment content and short news, where there is very little analytics,” said Ruslan Novikov, head of the AiF Publishing House.

Support colleagues and Ksenia Sobchak, moderator of the discussion of editors of glossy publications: “Glossy magazines and digital formats have different goals and audiences, which certainly overlap, but not 100%. This is a segment that will remain and develop in any case.”

Photo: AiF / Anastasia Ponomareva

THE FUTURE OF PRINT MEDIA

Last week, more than 50 citizens of the UK took part in a sociological survey, the theme of which was the question of whether there is a future for print publications?

If earlier people skipped their stops, buried in spreads of newspapers and magazines, today we increasingly start a trip to work, study, or even our day by reading publications on our smartphones, tablet computers and other technical gadgets.

What could be the reason for such a reduction in the printed press in the hands of local residents? One of these reasons may be the reorientation of the press market, the availability of online versions of newspapers on the Internet, and, in general, the use of the Internet as a new communication channel that provides new opportunities for presenting your content, allowing you to create a new form of dialogue between the reader and the publisher, involving new ways of organizing work. editions.

For the past few years, forecasts for the future of the printing industry have not been very optimistic. And what kind of forecasts "for the future" for the printed media do the Englishmen themselves give?

In total, 69 people of various age categories, both men and women, took part in the survey. It should be noted right away that the interest in reading information in printed publications differed among all respondents. Thus, about 24.6% of the respondents read printed media a couple of times a week, 27.5% read on occasion, more than 8.0% read daily, and 20.3% do not read printed materials at all.

With regard to preferences regarding the types of printed media, magazines lead by a small margin - 40.6%, and newspapers act as the "silver" winner, gaining 29.0% of the vote.

So, we have come close to the most important question of the questionnaire - "Does the print media have a future?". According to the final results, it became known that 19.1% of respondents believe that print media have no chance to survive in the struggle against the Internet for their existence.

However, predicting the imminent death of the traditional press, based on the results, is too reckless.

In order to more clearly consider the situation, I suggest that you familiarize yourself with other answers. Below they are all presented, including their results, sorted by the highest degree of popularity among residents:

Editions that can not lose the soul of their business and the quality of journalistic information, as well as become more flexible to the needs of the audience, will be able to continue their existence. (14.7%)
Newspapers, magazines and other print publications in the future should focus their information on a specific audience. The era of "universal newspapers" should be a thing of the past. (13.2%)
Increasing the number of new newspaper genres will help diversify print media and increase audience interest, thereby supporting their continued existence. (10.3%)
Only free editions will be able to "live" in the future. Accustomed to free information on the Internet, newspaper readers have long been waiting for free content from newspapers. (10.3%)
Only publications under well-known brands will remain afloat. (8.8%)
Print media will be able to continue to exist thanks to the development of new printing technologies, as well as due to the reduction in their cost. (8.8%)
Printed information media will disappear, entertainment media, yellow press will remain, due to their high demand in the market today. (7.4%)
Print media in the future will look like a premium product, with high quality and price. (7.4%)

Based on the final results, it is worth noting the trend of reorganization of the process in the creation of print media. From the proposed solutions, it can be seen that the answer options, which deal with the involvement of new technologies in the printing industry, the introduction of new genres, as well as cost reduction, are in active demand among readers. Analyzing the results with a higher percentage of votes, one can conclude that an era is coming where readers themselves determine and control their media needs. With so many media options to choose from, consumers have a preference for media that “talks” to them they are no longer comfortable with traditional media in its former form.

Many also actively refer to the quality of the information supplied, the satisfaction of the editorial board with the reader's requests. In fact, it is difficult to imagine a publication that over time would have completely lost its “face”, spat on the interests of the audience, and with all this would have remained afloat. No, over time, this hole in any case makes itself felt and sinks even the largest ship.

The dynamic expansion of the media into the worldwide web has led some publishers to fear that print media circulation will shrink sharply.

According to VTsIOM data for October 2006, about 13% of the Russian population read news online. Internet. A year ago, this figure was 3% less. Dynamic expansion mass media into the worldwide web has led some publishers to fear that print runs mass media will be drastically reduced. For example, the number of readers of the newspaper "Your Day" and visitors to the newspaper's website is the same, and in some issues the Internet audience even dominates. A somewhat different situation is developing at RBC, which, on the contrary, in addition to the main Internet resources, launched two printed publications at the end of last year - the RBC-daily newspaper and the RBC magazine.

As regards advertising in online publications, it is much cheaper than print media. A quarter of a strip (390 × 124.4 mm) in the Kommersant newspaper ranges from 230 to 330 thousand rubles. depending on the region, a 240×400 mm banner on the dp.ru business portal costs 671 rubles. per thousand impressions. At the same time, the volume of advertising on the Internet market in 2006 increased by 67% compared to the previous year and amounted to $100 million.

What to expect from Media on the Internet? When will the reader finally lose interest in "traditional" media? Market experts who are directly related to Internet and mass media online. Ivan Zasursky, Head of the Laboratory of Media Culture and Communications of the Faculty of Journalism of Moscow State University, consultant for the strategic development of media projects, described the current situation on the market Media on the Internet and predicted some moments in its development.

Pros and cons

From the side Internet passed the most powerful attack on existing institutions media, and this attack was successful. Now the circulation of the largest Russian portals, if we talk about the parameters of daily attendance, already exceeds millions of people and exceeds the circulation of the most popular printed publications. Benefits of moving to Internet obvious - expanding the audience and closer contact with it, increasing the presence in the advertising market. The downside is that many media people tend not to understand what they want to achieve, so hackneyed things appear on the net that are of no interest to anyone. Therefore, newspaper and radio workers need to be as innovative as possible, only in this case they have a chance to compete.

Success requires an understanding of how to properly implement a particular project and, of course, serious investments. This is exactly what they are not ready for. AT Internet traditional media have little investment, and if they do, they usually invest in creating a product, but not in journalists, community leaders and top readers who then become writers. As a result, the most daring undertakings may not materialize simply because the hierarchy of work in newspapers and radio is depressing. When our students are asked to choose work or in newspaper, or in online edition ania; they choose the second: they pay more and the work is more interesting. Newspapermen are not ready to pay some upstarts who may not even be twenty years old yet. Hence the lack of a critical mass of young energy capable of raising any project. Print media, especially newspapers, are losing their younger generation. This is due to the fact that before it was not possible to read information on the net for free, and when it appeared, newspapers missed their chance to develop according to a new business model. Young people are not used to paying for information, but are ready to watch ads instead. This is the audience without which the newspaper market languishes.

In all countries there was a strong blow to the newspaper business, with the exception of China and Scandinavia, where depression is brightened up by state subsidies and the development of a free press. Radio also suffered from the fact that now a person can listen to any music at any time, and he makes his own playlist. This is much more interesting than the music format - at least for those who have time to learn new techniques and download music from the network.

Audience difference

AT Internet people pay to be there: this is a property qualification. Payment for a short session of access to the network exceeds the cost of the newspaper. This is a younger audience, and there is a consolation pill for those who publish expensive or specialized press: the purchasing power of their audience may exceed the Internet audience. But speaking in general, the news is bad for the mass media: people are richer on the Internet, they are ready to pay even less (they can compare prices), but at the same time buy more expensive things - cars and equipment. This audience is clearly and transparently segmented and can be accessed in real time.

It should be noted that now there is a trend of a shortage of advertising on the Internet. It's hard to buy a good one online advertising. There is the concept of a queue, a reservation. In Moscow, more than half of the population has access to Internet. It turns out that in Moscow it is already easier for an advertiser to work with an Internet audience than with a newspaper or radio audience, and cheaper than with a television one. To date, the Internet is the most profitable advertising medium. The volume of the US advertising market in Internet has long exceeded the printed publications, In Russia, this may happen in the near future.

Forecast

Print mass-media survive, but they must be clearly segmented. The process of emergence of electronic mass media is irreversible, and we must come to terms with this and understand that this is an expansion of the space of competition. Previously, media of the same type competed with each other - newspapers with newspapers, radio with radio, etc. Now, thanks to convergence on a digital platform on the web, all media are competing or collaborating to some extent. I think it is important for print publications to build cooperation with online resources that are not their direct competitors in order to increase their online presence. Today we are in a situation of technological revolution. In the West, devices are being developed that allow you to comfortably read information from the screen. Various e-books have already begun to appear. As soon as a cheap and easy-to-use device adapted for reading information is created, the blow to print publications will be even stronger. To read a newspaper, you need to buy it, carry it with you, then put it somewhere. It's costly and inconvenient. Everyone needs information, and although not everyone understands this, it is much more profitable for the newspaper business to sell information without paper. You just need to understand how to do it. Why are newspapers such a costly business? You have to pay for printing, paper, distribution, share with the mail. I believe that the future lies in a subscription to a daily electronic publication with access to the archive. In the end, this will be the model that will be used by the largest publishers. The newspaper will be multi-media, with lots of graphics, illustrations, audio and video. Journalistic work will not disappear, but a differentiated principle of payment may take hold: material may become more expensive, and will be paid depending on how many times an article has been read.

Opinions

Sergey Panov, General Director of Action-Media:- It is unlikely that the Internet will replace the print media. It is possible that the circulation of some printed publications will decrease, but nevertheless, a habit of reading printed publications is formed in a person from childhood. From the computer screen, you must agree, doing this is less convenient and unsafe for health ... Of course, Internet products will enter our lives more and more confidently. However, they do not rule out the existence of printed editions. Moreover, they can coexist in parallel, as happens with the Glavbukh magazine and, for example, with Cosmopolitan. Remember, when television appeared, they also predicted the death of printed publications everywhere ... They supposedly should be ousted by television. But that did not happen. On the contrary, large publishing companies have turned into media companies, came to television, and now go to the Internet.

Alexander Monakhov, editor-in-chief of the Antenna-Telesem newspaper:- The main trend that worries representatives of the western association of TV guides ITMA is the development of the Internet and cable TV, and how this will affect print media. In England, almost every resident has access to 100 TV channels. Can the TV guide print 100 channels in the program? Maybe, but it doesn't make sense. And if it doesn't print, it annoys the audience. Perhaps we will follow the path of our English colleagues, when every satellite project provider sells a box in which the Radio Times magazine is embedded. The viewer can call a brief description of any program, an announcement for any film. Then he will not need a TV guide at all. But if we get there, and the announcements are provided by the Antenna newspaper, then there is a chance to keep both the printed and electronic versions. But this is a distant prospect.

Yuri Rovensky, CEO of RBC:- Indeed, today the print media go online in order to gain a new audience and advertisers. The Internet makes it possible to provide up-to-date information, a number of services - all this attracts the reader, and hence the advertiser. But this trend - the release of a printed publication on the Internet - should not close from us the prospects that the printed market has. Last year, newspapers received $345 million in advertising money. This is a considerable amount, considering that media advertising on the network has raised about $ 100 million. Let's not forget that the new law "On Advertising" pushes advertising of a number of categories of goods to other media, including newspapers ... If you have advertisers, if you can offer them an acceptable format of communication with the target audience, it is profitable to make a newspaper. We are going to take advantage of the chances that our printed publications can give us. In addition, we are taking a step towards those who are used to using our information. It is more convenient for some to read us online, for others - on paper, for others - to watch RBC TV. Let people choose how they receive news.

« Media news» Camilla VILDANOVA

C Today, presence on the Internet for companies is not an opportunity, but an obligation. This is especially true for the media, whose audienceis rapidly moving online and has to compete for attention with other types of online content. Experts spoke about the prospects of various platforms for print media at conferences held by the Guild of Periodical Press Publishers and the Association of Print Distributors.

Print Media: Scenarios for the Future

Stanislav Apetyan, Chief Expert of the Center for Monitoring and Analysis of Processes in the Media of the Civil Society Development Fund

The main driver of change for the print media segment is primarily the increasing penetration of broadband Internet access. Since 2006, its coverage in Russia has grown from 19% to 57%. In the future, this figure will continue to grow, and, according to the FRGO forecast, the number of Internet users in the country will be about 80-85% of the total population.

The second important trend is the increase in the duration and intensity of using the Network. This indicator is also growing rapidly, now it averages about two hours a day.

The third significant factor is the growth in the number of mobile devices, primarily tablets and smartphones, which are used to receive information andin many ways are substitutes for paper. According to forecasts, by 2020, approximately 60-70% of the Russian population will have devices that allow them to receive Internet content.

The fourth factor is the construction of LTE networks, which will allow broadband access to the Internet without being tied to a home computer. Speed,that they will provide will allow you to receive any content, including video and audio. A project to introduce such a network has already been launched by MegaFon. By 2020, such networks will operate everywhere, even in small towns and villages.

We have identified three main scenarios for the future of newspapers and magazines in Russia.

The first scenario: a significant part of the publications will simply close. Some of them will try to go online, but often going online is just the first step to shutting down. Many people remember what happened to the newspaper "Gazeta", which first became an online publication, abandoning the printed version, and then wascompletely closed due to unprofitability. The reason is simple: monetizing the Internet version is quite problematic today, and the situation will not change fundamentally in the near future. This scenario will mainly affect the publications of the "second" and "third" echelons, i.e. those that are not leaders in their segments. As for the leaders, their future lies in selling content and publishing sponsored materials.

The second scenario: monetization of Internet versions following the print edition model, introduction of paywall - paid access to materials posted on the Internet. ThisThe model is actively used in the USA and Western Europe. However, paywall is not so popular in Russia. To date, we can talk about only one relatively successful experience of its implementation, carried out by the Vedomosti newspaper.

It should be noted that the paywall system is applicable only to those publications that have a loyal and permanent audience, primarily the business and professional segment. In addition, paywall can be effective for glossy magazines, which also have an established audience, which in the case ofimplementation of paid access will not pass to competitors who remain on the free distribution model.

The third scenario, which will apply in most cases, especially among mass media outlets, is the transition to mass free distribution of content in order to increase audience coverage and increase circulation. The content on their sites will also remain free. In fact, the stake will be placed on the maximum saturation of the printed and electronic versions with advertising materials, as well as on increasing the share of sponsored content.

In our opinion, newspapers will gradually disappear over the next 15 years. But the "death" of newspapers does not mean the "death" of newspaper brands. Established newspaper brands will continue to exist in one capacity or another. Even today, this can be seen in the examples of Komsomolskaya Pravda and Moskovsky Komsomolets, which are actively developing areas other than the production of printed content. These publications have a competitive advantage over other Internet projects - an established audience loyal to the brand. This is especially important in connection with the demographic trends in the development of the Internet in Russia. The main influx of Runet users today is not young people, but older people,who are already accustomed to certain newspaper brands. And now, coming to the Internet, they will prefer Internet representations of familiar newspapers to other sites, they will become their permanent audience. Therefore, newspapers on the Internet have a very important competitive advantage that must be used.

Audience research

Evgeny Kulakov, company "Kulakov and partners"

The key question for all publishers of electronic products is who is your readership? If you make an expensive product that will not meet the interests of the target audience, then you will make it in vain. When we talk about user research, we mean, first of all, not statistical indicators, not numbers, but quality, user experience.

Why do such research? First of all, decision makers come to us when the team changes and the new editor-in-chief wants to understand what is happening with the audience, or when the publishing house launches some new project. Recently, these projects are most often associated with the transfer of content from paper to online. Another reason to investigate is the support for an old product that for some reason does not suit the publisher, and a redesign is needed. Finally, research is product testing, when the target user receives the target tasks, usability labs do this.

Recently, the emphasis has shifted from the production of a product to its packaging, selling has become more important than producing. In order to properly package, you need to understand who we are selling to, and for this you need to segment the audience. Segmentation allows you to understand what groups there are among buyers, to positionthese groups and maybe release some additional application for them. Now there are many good segmentation tools that allow you to find out not about random users, but about loyal ones. This is important, because loyal users provide more information about themselves, and the advertiser appreciates them more.

There are two ways to do this: marketing and a way called Human Centered Design (“user-centered design”). The marketing approach is simple: let's ask our reader and he will answer us. There is one problem here: if we ask for the opinion of the client, then it will usually be unique. In addition, the opinion of a person and his behavior, as a rule, are radically different.

Human Centered Design does not deal with opinions, but with physical entities and behavior, with what can be measured, counted. In order to do this, the webanalytics is not enough. It gives an understanding of how many loyal people, how many pages they looked at, where they visited, but does not give an answer to the question why they aredid it, why didn’t they go to the purchase page, didn’t go from one article to another, etc.

At Human Centered Design, we use classic sociological methods: surveys, interviews, web analytics. Goals are usually practical. Publications want to know their users in order to better sell them to advertisers. Conditions for conducting - both field and laboratory. Field - studies in natural conditions, we ask questions to people in the place where they are now, by phone, Internet, etc. Laboratory - when we invite people to our place, create special conditions for them and evaluate their behavior. Methods - quantitative and qualitative. Basically, we focus on what patterns of behavior they demonstrate.

A study sample of 1000-3000 people - is it a lot or a little? As a rule, we do not receive new information already on the 9-10th respondents. Therefore, it has been found that 7–10 people is enough if these are the target users. As a result, we see not the “average temperature in the hospital”, but the preferences of each segment.

The customer needs to obtain, first of all, user profiles. This is the initial data for segmentation. You also need to be familiar with scenarios.use, user experience and expectations. Thesaurus is studied - the user's dictionary, reading volume - how much time they devote to reading.

As a result, all the collected data gives an idea of the characteristics of the segments, choosing the most relevant, target users, and then conductingin-depth interviews by asking them open-ended questions.A consultation is always carried out for the customer, since at best managers view research reports, but no one knows how to use this data.

It should be noted that in general, the modern audience:

has clip thinking;
focuses on emotions, not logic;
not tied to a media brand;
enjoys stable social connections;
needs content filtering;
requires interactive content;
loves to create content.

Practical cases

Sergei Sus, Development Director, Action Media

The Action Media company specializes in publications for accountants, personnel officers, managers, and financiers. The development proceeded successfully until 2004, after which the subscription began to decline, and the company's management decided to switch to digitalformat. At the same time, it became clear that the solution should be the same for all journals: making 37 separate electronic solutions with different internal structures was very expensive and inefficient. A single solution ensures the universality of interfaces: the user finds the necessary elements in the usual places, without spending time on it. In addition, we have made a bet on access to content on demand, i.e. SaaS model. We do not allow the user to download content to his device, each time he accesses an article in the cloud storage. However, we decided not to break the current stereotype of reading magazines: visually, an electronic copy is similar to a printed one.

Our model involves selling not a subscription, but access to articles. At the same time, the model of payment by invoice for legal entities has been preserved.

A unified approach allows, saving on development, to involve the best designers and the best studios in the design. Also, style unity ensures ease of updates: if you want to introduce some new option, in our case, one command implements this in one place.

Sales are also becoming easier, the manager does not need to know the features of each product in terms of interface, activation principles.

As for the preparation of content, there have also been changes here, we have completely restructured the editorial work. Now the author and editor prepare the material immediately in digital format using the Adobe In Copy program, then the producing editor sends it to a single content repository, from where it goes to print and electronic journals, to applications. At the same time, an interactive version is added to the electronic version, for example, some simple accounting calculation programs, document templates, reference books. Electronic journals are prepared in formats for web, iOS, Windows Phone, specialized applications for tablet and mobile versions.

For now, we look at the sale of mobile applications as a certain type of advertising, a unique type of marketing activity. However, consumption, unlike sales, is quite large, since a person pays a subscription to the account once, and then gets access anywhere.

Today, the main focus for us is fine-tuning the network and transferring subscription agencies to work with e-versions. The success of the business will depend on this. We encourage subscription agencies with high discounts, from 50%, and expand the range. We need to get a good product that they know from printed versions, so we involve third-party publishers in our system, for which we slightly redesigned the platform, created a special “kiosk” of publications for professionals and general business publications. The cost of entering the system with the creation of an electronic version of the journal is 130 thousand rubles. The cost of support is 100 rubles per subscriber per six months. At the same time, the publisher is not left alone with the sales system and can experiment with various types of activity in the system: send letters, offers, etc.

Roman Nikitin, co-founder of iPressPad

The main task of publishing houses today is to keep their audience. The mobile channel allows you to do this simultaneously with the acquisition of a new one. New channels are cheaper, they give about 60% more revenue.

The modern user wants to read both online and offline, on different devices. Cross-platform is not an easy task: it is necessary to adapt the content to different browsers, different layouts. At present, the most effectiveThe problem can be solved by HTML technology. All existing online media can transfer their content to our system even with the preservation of the main layout elements. Today we support two platforms: App Store and Google Play, but we can workboth Blackberry and WinPhone.

As for monetization, it should be noted that so far advertisers do not go to mobile applications. Today you can try to keep your audience, increase it. Many new media, by the way, no longer appear on paper, but appear as applications for smartphones and tablets. They are now winning the audience that traditional media are losing. However, there are problems here too: even if you have 60 thousand applications downloaded, the real audience is 20 thousand readers.

Evgeny Grigoriev, director of marketing and development of the company "Medialine"

The Medialine company works with the corporate press, publishes more than 70 periodicals for various companies. Recently, electronic ones have appeared among them. The first corporate magazine in Russia for a tablet was called Tester, we made it in 2010 for the Megafon company. In terms of production technology, we have tried all models of e-publications: Adobe DPS, individual applications, flash-listals for desktops and laptops, interactive publications, etc. In our experience, today there is no reason to say that any then the format is significantly better than the other.

It should be noted that today, especially in the field of b2b, the creativity of a journalist is losing its importance. In the new reality, we need to understand that we must sell the service and access.

Natalya Suslova, General Director of the communication agency "Reputation"

From the point of view of an advertising agency, the format of the publication is secondary. It doesn't matter if it's a print edition, online version, television or radio. It matters who reads it. And the answer to the question of whether the print media should switch to electronic lies in the plane of the audience. If it is used to reading in print and is not ready to switch to electronic format in the foreseeable future, and the publisher does not take any steps to accustom the audience to the new electronic version, it is not worth investing in a mobile application or the Internet, as it will not be possible to recoup.

The only priority of the electronic media is the speed of information delivery. If it is necessary that enough people know about the event tomorrow morning, the choice will fall on the daily press or an online publication, then everything will be decided by the price of the issue and the quality of the audience.