Research Projects

magazines

Success factors of magazines in Russia

The research project focuses on the success factors of magazines in modern Russia. After the collapse of the Soviet system and formation of a market economy, a huge number of various magazines have appeared in the media market. Many of them are based on Western formats. The old magazines have had to adapt to new conditions and to increasing competition. 

The Russian magazines market is in constant change and turmoil, and so this market is usually thought of as unsaturated, and there is still place for new magazines. New magazines, based on Western formats, are been launched almost every month and they usually turn out to be successful. On the other hand, there is no complete data on the unsuccessful magazine projects, which have been closed. Westernisation is clearly visible in the magazine market; especially premium class glossy magazines for women and economic magazines have followed Western models. The whole concept of glossy magazines (глянцевые журналы) has a special flavour of affluent life style and consumerism in Russia.

Magazines and their success in the market is one of the key elements in understanding the media landscape in contemporary Russia, and in foreseeing its development in the future. Magazines have been more clearly targeted at the growing middle-class population than any other media and their circulation is increasing, while the circulation of newspapers is declining. Competition between magazines is intense.  Magazines have generally remained independent of the political power struggle.

The research methods used are mainly qualitative (thematic interviews, focus group interviews, interviews with experts). The quantitative basis for the research comes from survey data with 2,000 respondents, which was collected in 2007, and from journalist survey collected in 2008. Also available quantitative data on the circulation of the magazines and any changes to it, as well as changes in advertisement revenues received by the magazines and their distribution between various magazines, will be used.

The project output will include one edited book; some peer reviewed articles and several conference papers.

Contact person: Jukka Pietiläinen, Dr. Soc.Sc., jukka.pietilainen [at] helsinki.fi
Duration: 01.01.2009-31.12.2010
Researchers:

Katja Koikkalainen, Dr. Soc.Sc., researcher (Finnish Centre of Russian and Eastern European Studies of University of Helsinki)

Svetlana Pasti, Dr. Soc.Sc., researcher (Finnish Centre of Russian and Eastern European Studies of University of Helsinki)

Saara Ratilainen, M.A., researcher (Finnish Centre of Russian and Eastern European Studies of University of Helsinki)
Funding: Helsingin Sanomat Foundation