Logo PROBLEMS
OF MODERN
ECONOMICS
Start Page
News
Information About the Journal
Magazine Subscription
Advertising
Contacts
EURASIAN INTERNATIONAL SCIENTIFIC-ANALYTICAL EDITION Russian
Thematic profile of the Journal
The latest
Issue
Announcement
Issues List
Find
Editorial Council
Editorial Board
Magazine Representatives
Article Submission Guidelines
PROBLEMS OF MODERN ECONOMICS, N 4 (56), 2015
PROBLEMS OF MARKETING. LOGISTICS
Petzoldt K.
Professor of the Chair of Marketing, Ilmenau University of Technology; PhD (Economics)
Lukicheva T. A.
Assistant Professor, Chari of Economic Theory, St. Petersburg State University, PhD (Economics)
Vorobjeva I. V.
Assistant professor, Chair of World Economics, St.Petersburg State University, Candidate of Science (Economics)

Theoretical and practical aspects of strategic marketing of printed and electronic mass media in the epoch of digital technologies (Germany, Ilmenau; Russia, St. Petersburg)
The article discusses the possibilities of application of the Uses and Gratification Theory, or UGT for the development of strategic decision in the sphere of printed and electronic mass media products, with particular attention to consumer preferences distinguished on the basis of UGT. The authors summarize results of empirical research of the leading Western scholars in the sphere of media-marketing, developed on the basis of UGT. Results of the field research on the audience of a major German journal that has a printed, electronic, and mobile versions, allow to distinguish practical measures for the creation of the added value for the readersТ audience
Key words: Uses and Gratification Theory, media-marketing, printed mass-media, electronic mass-media, internet, competitive advantages, consumer behavior, consumer preferences
Pages: 183 - 188



Ћитература
1. √лавный тренд на «ападном рынке печатных —ћ»: вертикальна€ интеграци€ и горизонтальное сли€ние бизнесов. Ч [Ёлектронный ресурс]. URL: http://www.advertology.ru/article118061.htm.
2. »звести€. Ч 2015. Ч 26 феврал€. Ч є 33.
3. –оскомнадзор. ќфициальный сайт. Ч [Ёлектронный ресурс]. URL: http://rkn.gov.ru/.
4. —вищЄва ћ.Ќ. “ехнологи€ адаптации традиционных —ћ» к росту вли€ни€ социальных медиа в –оссии // »нтернет-маркетинг. Ч 2014. Ч є 2 (79).
5. —игал ≈. ѕечать не пр€ник //  оммерсантъ-ƒеньги. Ч 2015. Ч 26 €нв. Ч є 3.
6. —тупин ».ј. ¬ли€ние »нтернет-технологии на взамодействие потребител€ с информационным продуктом // “ехнологическое образование и устойчивое развитие региона. Ч 2010. Ч є 1. Ч —. 220Ц225.
7. “ухтаев Ѕ.Ѕ. ѕосткризисные тенденции развити€ российского рынка печатных —ћ» // Ёкономические науки. 16.03.2011. Ч [Ёлектронный ресурс]. URL: http://novainfo.ru/archive/3/razvitie-rynka-pechatnyh-smi.
8. Adams P., Grouped: How small groups of friends are the key to influence on the social web. Ч [Ёлектронный ресурс]. URL: http://ptgmedia.pearsoncmg.com/images/9780321804112/samplefiles/ 0321804112.pdf.
9. Althaus S.L., Tewksbury D. Patterns of Internet and traditional news media use in a networked community // Political communication. Ч 2000. Ч Vol. 17.1. Ч pp. 21Ц45.
10. Dimmick J. Competition Between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension // Journal of media economics. Ч 2004. Ч Vol. 17.1. Ч pp. 19Ц33.
11. Dutta-Bergman M.J. Complementarity in Consumption of News Types Across Traditional and New Media // Journal of broadcasting and electronic media. Ч 2004. Ч Vol. 48.1. Ч pp. 41Ц60.
12. Eysenck H.J., Eysenck M.W. Personality and Individual Differences: A Natural Science Approach. Ч New York: Plenum Press. Ч 1985.
13. Finn S. Origins of media exposure: Linking personality traits to TV, radio, print, and film use // Communication Research. Ч 1997. Ч Vol. 24. Ч рр. 510Ц515.
14. Flanagin A.J., Metzger M.J. Perceptions of Internet information credibility // Journalism and Mass Communication Quarterly. Ч 2000. Ч Vol. 77. Ч pp. 515Ц540.
15. Greenberg B.S. Gratifications of television viewing and their correlates for British children // The uses of mass communications: current perspectives on gratifications research / Ed. by J. G. Blumler, E. Katz. Ч Beverly Hills, CA: Sage, 1974. Ч pp. 71Ц92.
16. Guosong S. Understanding the appeal of user-generated media: a uses and gratification perspective // Internet Research. Ч 2009. Ч Vol. 19.1. Ч р. 13.
17. Katz E., Haas H., Gurevitch M. On the use of Mass Media for important things // American Sociological Review. Ч 1973. Ч Vol. 38.2. Ч pp. 164Ц181.
18. Lacy S., Martin H.J. Competition, circulation and advertising // Newspaper research journal. Ч 2004. Ч Vol. 25. Ч р. 29.
19. Lukina M. M. World of media // Journal of Russian media and journalism studies. Ч 2013. Ч є 3. Ч рр. 180Ц195.
20. Luo X. Uses and gratification theory and e-consumer behaviors: a structural equation modeling study // Journal of Interactive Advertising. Ч 2002. Ч Vol. 2.2, pp. 34Ц41.
21. Perse E.M., Rubin, A. M. Chronic loneliness and television use // Journal of Broadcasting and Electronic Media. Ч 1990. Ч Vol. 34. Ч pp. 37Ц53.
22. Randle Q. Gratification niches of monthly print magazines and the World Wide Web among group of special-interest magazine subscribers // Journal of computer-mediated communication. Ч 2003. Ч Vol. 8.4. Ч [Ёлектронный ресурс]. URL: http://jcmc.indiana.edu/vol8/issue4/randle.html.
23. Rubin A.M. Audience activity and media use // Communication Monographs. Ч 1994. Ч Vol. 60. Ч pp. 98Ц105.
24. Rubin A.M. Ritualized and instrumental television viewing // Journal of Communication Ч 1984. ЧVol. 34.3. Ч pp. 67Ц77.
25. Spyridakis J.H., Schultz L.D., Bartell A.L. Heading frequency and comprehension: Studies of print versus online media. Ч [Ёлектронный ресурс]. URL: http://www.stc.org/ConfProceed/2005/PDFs/0032.pdf.
26. Stempel G.H., Hargrove T., Bernt J.P. Relation of growth of the use of Internet to changes in media use from 1995 to 1999 // Journalism and Mass communication Quaterly. Ч 2000. Ч Vol. 77. Ч pp. 71Ц79.
27. Sundar S.S. Exploring receivers criteria for perception of print and online news // Journalism and Mass communication educator. Ч 1999. Ч Vol. 76. Ч р. 385.
28. van der Wurff R. Are news media substitutes? Gratifications, contents, and uses // Journal of media economics. Ч 2011. Ч Vol. 24. Ч р. 153.

—носки 
1 ¬ конце 2013 г. издательский дом WAZ был переименован в ЂFunke Mediengruppeї

Article in russian

Back to the issue content

Copyright © Problems of Modern Economics 2002 - 2021