MEDIA MARKET IN MODERN RUSSIA Prof. Marina Kolesnikova St.- Petersburg State University
HISTORICAL DATES 1992-1994 Market in mass- media started 1998 FOUNDATION of State complex VGTRK 2013 Opening of PUBLIC CHANNEL
GENERAL CHARACTERISTICS Annual tempos of Growth 2011-2016 11% 7 th place in EMEA region (Europe, Med.East, Africa, 2014 6 place Volume by 2016 39 billion dollars The highest level of consumer spending in EMEA (36%) by 2016 INTERNET ACCESS annually 14% Internet adverwsing 2012-2016 29%
Structure of Russian Media Market Weekly ediyons 8% Documentaries 6% TV 25% Magazines 8% Newspapers 9% News agencies 9% Internet 10% Radio 25%
Media ConsumpYon in Russia (2012) Magazines 1% Newspapers 2% Other medias 8% Internet 8% TV 46% Radio 36%
ClassificaYons of Russian Media Market Human Resources Financial Publishers Markets of Resources: Video/ Audio News Agencies Medias Consumers Market: - By gender - By age - By nayonality - By life style - By occupayon and social status Documentaries Media content Environment Internet Printed AdverYsing Technology InformaYon
CirculaYon of Business Newspapers Moscow Times VedomosY RBC Daily RBC Newspaper 35000 50000 80000 80000 Kommersant 120000 CirculaYon Business Magazines Profil Expert RBC Magazine Forbes Business Magazine 83000 92000 100000 100000 110000
The Most Popular Business Newspapers in Russia
The Most Popular Business Magazines in Russia
NUMBERS REGISTERED - 24 500 Wtles of magazins 242 the most demanded Readers 15 mln people 92% - printed in Moscow The most expensive ediwons: 11 (group A) VOGUE,GRACIA, GQ, ELLE, HARPER S BAZAAR, L Officiel - audience 199 000 readers Revenue - $232 mln
NUMBERS Group B 21 magazine: Men s Health, Cosmo, Psychologies, Forbes, Marie Claire, Glamour, Maxim Audience 1mln 200 000 Revenue - $262 mln Group C 104 magazins: Star Hit, Joy, Around the World, Za Rulem, Burda, KARAVAN ISTORYI Audience 4 mln Revenue $581 mln
CirculaYon Magazines Za Rulem 500000 Glamour 700000 Liza 720000 Cosmopolitan 900000 7 Dney 1000000
The Most Popular Magazines in Russia (Women) Foreign Russian
The Most Popular Magazines in Russia (Men) Foreign Russian
Modern Tendencies of Media Market Development INTENSIVE COMPETITION HIGH CONCENTRATION STRONG DEPENDENCE on ADVERTISING INVESTMENTS OF BANKS AND INDUSTRY COOPERATION WITH FAMOUS FOREIGN EDITIONS SEGMENTATION DUE TO DIFFERENT CRITERIOS INTERNET INTENSIVE SPREADING
Structure of Media Holding Company Investors Financial Department MarkeYng Board of Directors Department Sales Department Newspaper Weekly EdiYon Magazine Radio StaYon BroadcasYng Company Publishing House Internet Media
TYPICAL CLUSTERS IN MASS- Media TECHNOLOGY of PRODUCTION + DISTRIBUTION OF MEDIA PRODUCT
CLUSTERS in the INDUSTRY of CONTENT Newspapers and magazines Book printing TV industry Broadcasting Video production Film-production Recording On-line information Production of Computer games Data Basis
UMBRELLA COMPETITION
HORIZONTAL INTEGRATION NEWSPAPER + SPECIALISED ATTACHMENTS NEW GEOGRAPHICAL ENTRIES NEWSPAPER CHAINS
VERTICAL INTEGRATION NEWSPAPER + PUBLISHING HOUSE NEWSPAPER + DISTRIBUTION CHANNELS CABEL TV + ENTERTAINMENT PROGRAM PACKAGE
Foreign Investment in Russian Media Market
RESULTS OF SURVEY CONSUMER DEMAND FOR TV PROGRAMS Specialized CHANNELS - 21% AMUSEMENT for children 28% EducaWonal channel 16% InformaWon and News 13% Russian and World classics 12% Useful channel 11% Amusement programs 10% Military and patriowc 9% Culture and art 7% Religion 4% Fashion and style 4% Programs about products and services 3%
Online News Media Ranking aif.ru kommersant.tu gazeta.ru others rian.tu Lenta.ru RBC.ru I Don't read news online 9% 12% 13% 15% 17% 19% 20% 25% 0% 5% 10% 15% 20% 25% 30%
Online News Media Ranking aif.ru kommersant.tu gazeta.ru others rian.tu Lenta.ru all female male RBC.ru I Don't read news online 0% 5% 10% 15% 20% 25% 30%
DistribuYon of Online News Readers by Age 40% 35% 30% 25% 20% 15% 10% 5% 0% I Don't read news online RBC.ru Lenta.ru rian.tu others gazeta.ru kommersant.tu aif.ru Monthly Income of Online News Readers (Euro) 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% I Don't read news online RBC.ru Lenta.ru rian.tu others gazeta.ru kommersant.tu aif.ru All <250 All <19 19-29 30-39 40-49 50< 250-450 450-750 750-1000 1000<
80% 70% 60% PenetraWon of Internet in Russia (Different Age Groups) 50% 40% 30% 20% 18-24 25-34 35-44 45-54 55< 10% 0% 2003 2004 2005 2006 2007 2008 2009 2010
ADVERTISING: GENERAL DATA 5 th place aler Germany, GB, France, Italy Volume 9 billion dollars 4 th place by the year 2016 Internet adverwsing segment growth by 56% in 2011 Prognoses for 2016 TV ads in Russia will be ahead of TV ads in other European countries
AdverWsing Market in Russia Other Medias 1% Internet 8% MarkeYng Servicies 21% TV 42% Outdoor adverysing 10% Printed Media 14% Radio 4%
AdverWsing Revenues (%)
CONCLUSIONS The MARKET IS DEVELOPING COMING TO MORE CIVILISED WAY OF FUNCTIONING QUALITY is becoming very important LEGAL BASIS is becoming stronger HUGE MEDIA HOLDINGS are in power PRESS is in the most criwcal situawon INTERNET is the serious compewtor NEW TECHNICAL POSSIBILITIES are coming into use Appearance of the unanimous informawon field ContradicWon between the growing freedom of distribuwon the informawon through social nets and the legal regulawon of property rights and state regulawon of Media