It creates conditions for a uniform release of products throughout the planning period. Production management

The authors of The History of World Journalism call this trend “the commercialization of journalism,” which is understood as structural and substantive changes in the media sphere, generated by the influence of the factors of the information market. In journalism focused on commercial success, the idea is widespread that the journalist and the press serve a specific market, while representatives of other sociocultural models of journalism declare their appeal to the citizen, public opinion, or the personality of the reader.

Commercialization in journalism also began to be talked about at the turn of the XIX-XX centuries, and this was associated not only with the inflow of investments, but also with an increase in social status and the role of the press. It was then that O. Wilde said: "We are run by journalists." As soon as the press became a profitable tool for doing business, all its main features were extrapolated to it. In particular, in order to obtain profits, a mass press was created by Hirst, Pulitzer, Harmsworth and others, for which monetary benefits were more important than the objectivity and real interests of the reader.

Advertising was the main mechanism for making a profit. Whereas in the 1880s newspaper publishers' earnings were half from circulation sales and half from commercial advertisements, by 1910 advertising revenues accounted for 65 percent of total receipts. Advertising was the more expensive, the larger the circulation of the publication. The orientation towards the rating gave rise to sensationalism, scandalousness, falsification of unverified information, ordered materials, placement of advertising materials under the guise of editorial, inconsistency of the title with the content, corruption and other vices.

In the 1970s, reliance on official and corporate information gave rise to the phenomenon of Public Relations. The creation of a new industry was intended to take advantage of the opportunities that journalism presented. Processed press releases, “packaged” information, and custom expert opinions allowed PR specialists to generate news that would benefit their clients, who could now avoid risks, especially those associated with live communication. PR has become one of the important obstacles to obtaining objective information... The broad rights that citizens gained in the twentieth century made the “risks of democracy” too great. Hidden mechanisms for processing the information flow were required. PR was one of the key mechanisms of this kind. The press owners could only support the emergence of a new industry that allowed newspapers to be filled with information free of charge. At the beginning of the 21st century, PR materials constitute, according to various estimates, from 40 to 70% of the news of American newspapers.

In the 1980s, the era of "professional autonomy" for journalists in Western countries, especially in the United States, came to an end. The main reasons for this were the constant weakening of antitrust laws and the development of technologies that have significantly strengthened the commercial component of the media. At the end of the 20th century, investments in the television industry became comparable to investments in the most capital-intensive industries - oil, machine-building, steel and others. The concept of the media industry appears, which is subject to business management and marketing schemes, traditions and production schemes. The usual approaches are formed, the conceptual apparatus appears. As the professor noted University of California Manuel Castells, “the media business has gone global, with capital, talent, technology and corporate property that enmeshes the world beyond nation states.” By the end of the 20th century, media consumption in the United States reached an average of 11 hours a day. The media system is becoming not just a mechanism for the informational diktat of the capitalist consensus, but also an integral part of the economy.

The technological revolutions have only exacerbated the controversy surrounding the entry of business into journalism. The introduction of technologies took place on the principles of economy on quality, which led to layoffs, the closure of correspondent offices, the use of a large number of PR-materials, trivial inexpensive stories, an orientation towards directly serving the needs of owners and advertisers. In fact, the separation of editorial and commercial components has come to naught. Journalism is finally becoming a service sector component with appropriate “professional” standards.

It is believed that business in journalism is a lever for creating competitive environment, pluralism of opinions and control over power. The scheme seems to be simple - work quickly and efficiently, make a profit and delight viewers and readers. However, one should not exaggerate the role of business in creating a pluralism of opinions and its independence from the state. In Western countries, business is inextricably linked with the state (recall the $ 6 million shares in Time Warner owned by K. Powell, the chairmanship of the FCC by his son Michael, or the premiership of the Italian telemagnet Berlusconi), thereby creating an oligarchic chain of mutual responsibility, where government and business are in the same team. Many modern American media corporations are closely associated with the US military-industrial complex, and they should not be too loudly urged to defend his interests. Business prefers avoiding acute problems, monopolization and merging with the authorities over control over power structures and creating a competitive environment.

But basically, big business and government are one team. A business that is not connected with government structures is a small, low-impact capital that prefers not to quarrel with the authorities in order to avoid problems. This leads to the fact that the mass media, owned by capital, are less and less likely to post sharp materials, preferring emasculated plots and lightweight information.

In an environment where editors and journalists are gripped by "rating craze," the demands of the market take on the force of law. The desire to constantly achieve high ratings translates into a kind of shadow censorship - an unspoken but effective restrictive system that forces journalists to refuse to cover “inconvenient” issues simply because such publications are not able to attract a wide audience. The expectations of the majority of the audience, shaped by commercial media, do not extend beyond lightweight publications aimed at the "average" consumer of information with superficial tastes. American researcher L. Bennett found that in the 1990s. the number of crime news in the US media has increased by 7 times, although during this period the crime rate in the country has decreased significantly. Journalism and documentaries are disappearing from American television, on the other hand, it regularly replenishes the conveyor entertainment programs and addresses win-win topics such as sports or crime. The inertia of the audience is cultivated, the transition to "healthy" instincts from real life problems is encouraged. Statistics reflecting the specialization of newspaper journalists in the United States in the 1990s indicate that 19% of the total number of newspapermen specialized in sports coverage, 13% - political issues, 8% - criminal incidents, 7% - business life and only 4% - on the coverage of social issues, 4% - on education problems. Such adjustment significantly undermines the developmental, educational potential of mass communications, keeping the audience in a well-worn rut of standard ideas, myths, suppressing its creative potential, spiritual independence - that is, qualities necessary for conscientious and active citizens of a democratic society.

The organization of any media is aimed at achieving high efficiency - both financially, economically and ideologically. If we consider only the economic side of the issue, then it should be noted that in order to achieve high profitability, the management of newspapers and magazines, radio and television stations is based on the same principles as management. industrial enterprises... Among the directions further development- segmentation of the news market and division of spheres of influence, restriction of competition, achievement of financial equilibrium within monopolistic mass media associations, division of labor and rationalization of production.

Currently, the main income of any print publication consists of:

· Funds earned from the distribution of circulation;

· Government funding and benefits;

· Participation in commercial activities in its various forms;

Donations, etc.

The bulk of the revenue comes from advertising revenue. For example, in Spain, media revenues from advertising account for about 80% of all revenues, in the United States - 75%, in France - about 60%. No American newspaper would settle for less than 40% editorial to 60% advertising, although a 50/50 ratio is preferred.

In July-August last year, another scandal erupted over the overstatement of the circulation of their newspapers by some companies. Four newspapers from three companies were implicated: Newsday and Oy, Tribune Company, Dallas Morning News, White Corporation and Chicago Sun Times - Hollinger International. They inflated circulations by sending information to the Circulation Bureau in an effort to charge higher ad rates. Confidence in newspapers was undermined, the situation irritated advertisers, and they demanded compensation. The newspaper companies were forced to return the money to them. These are pretty solid sums; in particular, the White Corporation returned 23 million dollars to advertisers. for Dallas Morning News, Tribune Company, an estimated 80-95 million for Newsday and Oops. The scandal with the overstatement of circulations forced a number of newspaper companies to take measures to tighten their checks, and the Circulation Bureau to tighten control over the correctness of the information provided to it. The "Trust but verify" formula has become very relevant in the newspaper press last year. The scandal with the overestimation of circulation primarily affected the advertisers of four newspapers, but by the end of the year there were no more cases of deception, and it did not have any negative impact on the total revenues of newspapers from advertising.

Advertising spending in the country has risen, reflecting the recovery in the country's economy. Economic growth has resulted in, inter alia, an increase in classified advertising in newspapers, in particular job advertisements and real estate sales. After two difficult years, when there was a drop in advertising revenues, in 2001 - by 9% to $ 44.3 billion, and in 2002 - by 0.5% to $ 44.1 billion, in 2003 - by 0.5% to $ 44.1 billion. revenues began to grow slowly and amounted to 44.4 billion (an increase of 1.9%). In 2004, the growth in advertising revenues was more significant and, according to estimates, should have amounted to 4.1% - up to 46 billion 793 million dollars.

To understand such an integral component of commercial journalism as advertising, simple formulas, say, “advertising is a guarantee of the independence of the media,” cannot be considered appropriate. As S. Kara-Murza writes (S. Kara-Murza. Manipulation of consciousness. M., 2000), “the main thing is the market of images, even such a product as a car, today there is, first of all, not a means of transportation, but an image that represents its owner. The market for images dictates its own laws, and their seller (TV company) seeks to rivet the viewer's attention to his channel. If he succeeds, he charges the rest of the sellers who advertise their images through his channel. " In the West, advertising provides 3/4 of newspaper income and almost 100% of television revenue (in the US, advertising takes about 1/4 of the airtime). Even European state-owned channels are heavily ad-funded (for example, France-2 / France-3 has a high advertising ceiling of $ 500 million, which they fall short of, and almost half of the budget is filled with ad revenues).

In Western publications, advertising is strictly separated from the actual journalist. Most countries have banned so-called creeping ads, disguised as editorials or news. In many countries - by law, in some - by customs and judicial precedents. In order to prevent editorial staff from having the desire to write so-called custom-made materials, there are special administrative rules that all editorial offices must follow.

Advertising traditionally supports entertainment TV programs and prime time programs - the most expensive evening airtime. For the 1990s. evening advertising in the United States averaged 15 minutes 44 seconds per hour of broadcast. The first place among American broadcasting companies is occupied by ABC, which has a prime time advertising time of 16 minutes 27 seconds per hour of broadcast. The comedy series "Sports Evening" released on this channel has become the program with the richest advertising (19 minutes 13 seconds per hour).

Another trend in the development of world journalism is the merging of the information business with financial and industrial capital. This phenomenon can be traced in almost all countries of the world, including Russia. The experience of the most powerful country in terms of information, the United States, has been analyzed and summarized in the monograph by E.Ch. Andrunas "Information Elite: Corporations and the News Market" (M., 1991). The author comes to serious conclusions. For the most powerful information monopolies, there are practically no boundaries. This is not only R. Murdoch's company, but also Time-Warner, Gunnet, leading television networks. “In this regard,” notes Andrunas, “the issue of pluralism is again raised, but now on an international scale. Of course, it is not new in itself, since the dominance of American programs on the world's television screens is a problem that has been discussed for more than one decade. But the creation of global information systems gives the problem a new acuity ... But while agreeing with the criticism of transnational monopolies, one cannot fail to notice the huge progressive role that they can and should play in the formation of a single human community, overcoming barriers between countries, breaking stereotypes and prejudices. It is the transnational media structures, along with economic integration, that should become the basis of an interconnected and interdependent world. "

Economists, analyzing the most important driving forces behind the transformation of the media economy, identify at least four macroeconomic factors in this regard. These include:

regional integration of national economies (for example, the European Union);

the emergence of a world free of ideologies, which forces states to act more pragmatically;

technology development;

the development of the global economy, which is stimulated by global competition.

After the "commercial revolution" in the newspaper press of the 1830s - 1840s, funds mass media began to turn into profitable capitalist enterprises, therefore all the laws of business development spread to them: competition and its restriction; concentration, monopolization and antitrust regulations; internationalization of capital, etc. All of this has left its mark on daily journalistic practice and on the activities of other organizations associated with the media.

Since after the "commercial revolution" the main income of printed periodicals began to come from advertising, and not from distribution of circulation, advertisers began to focus on those publications that had the maximum circulation. This required journalists to change the content of the publications and their design. In addition, special organizations appeared that took over the functions of monitoring the correspondence of the print run indicated in the output data to the actual print run; specialized advertising agencies appeared, providing periodicals with the necessary orders for advertising.

The organization of any media is aimed at achieving high efficiency - both financially, economically and ideologically. If we consider only the economic side of the issue, then it should be noted that in order to achieve high profitability, the management of newspapers and magazines, radio and television stations is based on the same principles as the management of industrial enterprises. Further development areas include segmentation of the news market and the division of spheres of influence, restriction of competition, achievement of financial equilibrium within monopolistic media associations, division of labor and rationalization of production, etc.

Best practices in this area are constantly being studied and adopted internationally. So, from May 1996 to December 1997, with the financial support of the US Agency for International Development, a consulting program NIP (Targeted Consulting Team) was carried out, the results of which were summed up at a conference in Moscow on November 19-21, 1997. As a result of the conference, the collection “How to make a newspaper profitable” was published.

In particular, Robert Coalson, head of the business program of the National Institute of Press, said about this conference: “Reading the materials of the conference, I understood the secret of the profitability of the newspaper. This is control. V last years regional newspaper executives began to take control of various parts of their business, getting rid of waste and finding sources of income where possible. Just three to four years ago, publishers were completely dependent on third parties for printing, distributing and placing paid advertisements in the newspaper. Now almost all of them have established advertising departments and marketing programs, many have created their own distribution networks, and some even managed to acquire their own printing houses. "

Currently, the main income of any print publication consists of:

• · Financial receipts from advertising;
• · Funds earned from the distribution of circulation;
• · Government funding and benefits;
• · Participation in commercial activity in its various forms;
• Donations, etc.

The bulk of the revenue comes from advertising revenue.

Any newspaper, any magazine or almanac, to one degree or another, devotes its space to advertising. It is advertising that is currently the main source of income for the publication. Depending on the distribution conditions, national traditions and economic situation, the income from advertising in the media in different countries is different. So, in Spain they account for about 80% of all income, in the USA - 75%, and in France - only about 60%

In Western publications, advertising is strictly separated from journalism proper. This is done so that the advertiser cannot influence the informational essence of the publication. Most countries have banned so-called creeping ads, disguised as editorials or news. In many countries - by law, in some, like in England, for example - by customs and judicial precedents. To ensure that editorial staff do not have the desire to write so-called custom-made materials, there are special administrative rules that all editorial offices must follow.

The economic side of the media is taken into account already at the stage of preparation for its creation. Consider the example of a modern American newspaper.

All successful good newspapers have their own philosophy and character. The philosophy of a newspaper can be anything from a solid political theory or a concept before language and style, when the publication shows, for example, a great interest in all kinds of injustice, environmental protection, is characterized by an ironic and paradoxical attitude to what is happening, a healthy distrust of mercantilism. The philosophy of the newspaper influences everything: from the style of the newspaper, the selection of authors, the choice of subjects - to design, type, use of photographs, etc. The philosophy of the most respectable newspapers, having appeared, develops, but any newspaper must have a philosophy from the beginning, otherwise it disappears. The desire to simply seize economic opportunities or “fill a gap in the market” is not enough.

The chosen direction, subject matter, language and style should be implemented by the editor and, preferably, by the entire team of employees. This will give meaning to journalistic activities and justify the continued existence of the newspaper much better than a purely commercial basis. The philosophy of the publication is something with which the readers can be in solidarity.

If a newspaper has multiple sections, they shouldn't just be standard. Only in England, national newspapers now publish the following permanent sections: news, sports, books, art, TV program, work, business world, environment, mass media, children's comics, for home, for family, private announcements, travel, news from abroad, leisure, fashion, motoring.

When the plan is ready, a layout of the publication (in the American sense of the word) is created, where the places for announcements are marked. It is at this moment that harsh reality invades the life of a newspaper that is still being created, because the conflict between advertising and editorial material is eternal. There are some rules to regulate this perennial conflict. First of all, it is necessary to determine in advance the overall ratio of editorial and advertising material in the newspaper. No American newspaper would agree to a ratio of less than 40% editorial to 60% advertising, although a 50/50 ratio is preferred. In Russia, the opposite ratio is enshrined in law: 60% of editorial material and 40% of advertising material.

As soon as a decision is made on which blocks and sections will be included in the newspaper, the ratio of editorial and advertising columns in each block is established for any format and volume.

It is considered correct if the advertisement placed on the first and last pages, as well as on the pages from which the new block begins, on the spreads, on the third pages of each section, occupies a strictly agreed upon in advance volume and has the agreed design. The design of the front page is especially considered, where advertising space is strictly limited. Otherwise, advertising will fill the entire newspaper and there will be no room for the main material.

When drawing up a "layout" of the newspaper, the maximum amount of advertising on any of the pages is determined. Some newspapers in the United States accept advertisements for publication, leaving a "face": "attic" strip for editorial material.

• · Not accept eccentric ads;
• · Never deviate from the original agreements with advertisers.

Of course, these are not all the rules for working with advertisers, but they are one of the most important.

The newspaper can be published in any form, format, have any design, any volume.

Although newspapers can be published in a magazine format and even in a smaller format than a magazine, they usually come in two types: poster and small format. There is a medium format, intermediate between the named ones, very common in Europe, but usually it is considered a type of small format printing. The form itself contains information for the reader. Mass newspapers are usually published in small format, "respectable" newspapers in poster format.

Previously, newspapers consisted of one section, now there are various combinations: two sections, three, four, one; newspaper printed in a poster format with a small-format insert-attachment, newspapers of a small and poster format with magazines of various shapes. Sections can be published daily, or they can come out on certain days, for example, the sports section - on Mondays, "leisure" - on Saturdays, etc.

The size of a newspaper depends not only on the needs of the editorial office. More often it is determined by the number of advertisements in a particular section. However, sections that are popular with readers but do not attract advertisers (for example, the sports section) can be expanded with other sections.

So, all of the above is only a small part of the components of the success and effectiveness of the editorial team. Moreover, they are symbols of the professional culture of a journalist. Depending on the specific historical, geographical, social and other conditions, the terms of efficiency may vary. But in the media field, professional culture is not only a repository ethical standards, standards and stereotypes. It is also a creative identity.

The multidimensionality of the functioning of the mass media presupposes the participation of journalists in socio-cultural creativity, and, consequently, their performance as communicators, the effectiveness of which was mentioned earlier. Everything is important here: content, form, texts (and subtexts), style, language and much more.

Naturally, modern economic conditions required new editorial management structures.

Consider the organization of a typical American newspaper with a circulation of 50,000. With smaller circulations, the functions of full-time employees can be combined, with large ones, new positions arise.

OWNER, OWNER of a publication is a person who has invested money in a newspaper and wants to make a profit. To do this, he hires a publisher or performs his functions himself.

The PUBLISHER is the chief administrator of the publication. He is responsible for all the activities of the newspaper, and most importantly, for its profitability. It is forbidden to distract him from public meetings and concept development. Only two people have the right to come to him with reports and are accountable for their activities. This Chief Editor and CEO.

The GENERAL DIRECTOR is responsible for the technical support of the editorial office, printing house, and distribution of the newspaper. Subordinate to him: manager, marketing director, business manager, head of computer information processing, production director. The accounting department and, what is very important for us, the advertising department are also subordinate to him.

The CHIEF EDITOR is responsible for all content of the newspaper, including editorials. He has no right to interfere in the affairs of the advertising department - this is the prerogative of the CEO.

THE ORDERING EDITOR is subordinate to the chief editor. He is the chief administrator in the information department and coordinates his work with the chief editor. It is also subordinate to the publisher, which emphasizes the overriding importance of news over editorials. With this structure, the likelihood of an editorial opinion appearing in the news column is reduced. The managing editor is the complete boss in the information department. Subordinate to him:

• General news editor,
• · Editor of the capital news,
• Regional news editor,
• Sports news editor,
• · Business news editor,
• Art editor (photo editor),
• · Editor of Sunday issues.

In total, the staff of the information department is 55 people. As a rule, there is one editor for every thousand copies, and 2.5 reporters for one editor.

EDITOR OF EDITORIALS does not exist in every newspaper. Usually editorials are written by the editor-in-chief and two or three journalists (at his direction). Others are prohibited from writing editorials.

RELEASE EDITORS carry out the final editing of already prepared materials, write headings for them, etc.

THE ASSISTANT OF THE ROOTING EDITOR performs the duties of his boss in his absence. During normal times, he does other work, such as preparing the annual financial balance of the information department.

The CAPITAL NEWS EDITOR has an assistant and two secretaries who answer phone calls, keep files, make clippings, etc.

The LIBRARY is subordinate to the managing editor and is in charge of reference books, a card index of materials, etc., and maintains the necessary files.

GRAPHIC ARTISTS appeared in the states of American newspapers only a few years ago, which was associated with the need for computer illustrations.

The SYSTEM EDITOR is responsible for creating computer programs, training employees, and troubleshooting computer system problems.

SPECIAL GROUPS of employees are created under the General Director and under the Chief Editor. They have emerged relatively recently and are responsible for increasing the profitability of the publication.

THE EDITORIALIST EDITOR is constantly at the editorial office and processes the materials that the reporters bring him. He coordinates the activities of reporters, gives editorial assignments, reports to the managing editor.

As you can see, the staff of a relatively small American newspaper is quite impressive. Over the past two years in the United States and Western Europe, there has been a reduction in staff positions in the editorial offices of newspapers and magazines, primarily due to the combination of duties and the introduction of the latest technology.

If we analyze staffing table the editorial board of a German newspaper with a circulation of 50 thousand copies, then you can get acquainted with a different organization of the work of journalists. In such a newspaper, six to seven full-time journalists are subordinate to the editor-in-chief, who are responsible for the work of editorial departments, are constantly in the editorial office and supervise employees working on a contract or part-time basis. There are five to six contract workers for each staff member. Staff, subordinates to CEO, about the same as in an American newspaper.

Saving on creative workers does not lead to good, which has been shown by the experience of French journalists. For example, the Parisian "Cotidienne" has cut the number of journalists by almost half, trying to save money on this and cope with debts. As a result, the quality of newspaper materials deteriorated sharply, efficiency declined, and readers turned their backs on the newspaper. Naturally, ad revenue also dropped.

In recent years, an interesting trend has been observed: publications that previously placed exclusively advertising began to publish informational and analytical journalistic materials. Naturally, this happens in those countries where advertising publications and leaflets free classifieds»Is permitted by law to compete with subscription or retail publications.

Advertising traditionally supports entertainment TV programs and prime time programs - the most expensive evening airtime. During the 1990s, evening advertising in the United States averaged 15 minutes 44 seconds per hour of broadcast. The first place among the American broadcasting companies is taken by the ABC, the advertising time on which in "prime time" is 16 minutes 27 seconds per hour of broadcast. The comedy series "Sports Evening" released on this channel has become the program with the richest advertising, where commercials take an average of 19 minutes and 13 seconds per hour.

The final episode of the satirical television series "Seinfeld" was supported by a 30-second ad costing up to $ 2 million during the broadcast of the episode.

The commercialization of journalism, including, first of all, television, has led to the fact that socially significant programs began to give way to entertainment, supported by advertising. This is especially evident in educational programs and television news.

In the United States, the transfer of leading national television companies into the hands of giant monopolies, the development of technology in the field of mass communications, increased competition in the information market - these and other factors prompt many experts to seriously raise the question of the future of television news, the place and role of television in the life of American society. the nature of its broadcast. The Christian Science Monitor newspaper, in a series of articles published from November 30 to December 3, 1987, took this issue seriously. As the newspaper noted, as early as the 1980s, television news programs faced the most serious crisis since journalism entered the video era. It became clear that TV news programs must radically rethink their goals and objectives, and how they present news, in order to maintain their position as the number one source of public information.

The policy of removing government control has removed many of the FCC restrictions, largely relieving TV stations of the need to provide service programs to the public. As the nation’s broadcaster has been put in charge of calculating businessmen, ready to lay off and guided by profit-making principles, TV news has also come to be seen as a way to generate additional profits. Annual TV news budgets have grown steadily. For example, the CBS News television news budgets in the 1950s fluctuated around the $ 1 million mark, in 1978 they amounted to $ 85 million, and in 1986 they had already reached $ 300 million. TV news program budgets, which reach $ 200-300 million for each national TV company, no longer match the revenues from these programs. At the same time, CBS's 60 Minutes news magazine has proven to be very profitable, generating $ 70-100 million in revenue for CBS annually and fueling the desire of all national broadcasters to expand "entertainment" news programs. The corporate executives who took control of these broadcasters in 1986 and 1987 are Thomas Murphy at the ABC's Capital City, Robert Wright at General Electric (NBC) and Lawrence Tisch at C. -by-es - made it clear that they consider news to be a business - an enterprise that must keep track of the financial results of its activities.

In fact, even at the dawn of the history of the development of television, television news in the United States was accustomed to consider it almost a sacred public duty of companies. License renewal terms and FCC rules such as the now abolished "doctrine of equity" required stations to provide documentary evidence that public service programs were balanced. Profits were supposed to be brought in by entertainment programs.

Broadcasting costs have risen in part due to competition for glamorous presenters, which pushed Dan Rather's wages to nearly $ 2.5 million, Tom Brokaw to $ 1.5 million, and Barbara Walters to $ 1.3 million in the 1980s. years. But this is not the limit. The contract of the famous TV presenter Larry King in 2000 amounted to $ 5 million a year. The same Barbara Walters, host of one of the most popular television programs "20/20", signed a five-year contract with ABC broadcaster in the amount of 12 million dollars a year in 2000, becoming the highest paid TV journalist in the world.

However, not all news programs have become unprofitable. The 60 Minutes program gives CBS about a third of the money the company spends on all of its news programs. Many observers, including former CBS News president Richard Saylent, argue that the success of 60 Minutes influenced management's attitude toward the news. "60 minutes," says Saylent, "proved to broadcasters that information can be profitable." Today Show (NBC) and Nightline (ABC) are also profitable.

Broadcast newsroom executives agree that the growing workforce of the past few years has been overblown. ABC has cut its 1,470 newsroom staff by about 200 since it was acquired by the Capital City, and CBS has made similar reductions since Tish took over.

Former CBS President Frank Stanton said: “Now that the FCC has loosened its emphasis on balanced programming and removing government control allows local stations to prioritize entertainment over community affairs, change is happening because those people have left the scene. who were first dedicated to the broadcasting business and are being replaced by profit-driven people, mainly people from sales and business management. "

What is the future of national TV news? Most experts predict that the total number of viewers will continue to decline as viewers seek to take advantage of new opportunities to get news. The already limited TV news budgets will be cut even further. The 50 million Americans who tune in to the national television news programs every night have more alternatives:

• · The news programs of local TV stations are expanding. More and more stations across the country are adding national and international news to local reports;
• · Communications through the Konas satellite are becoming more important;
• · Direct broadcast satellites will allow viewers to receive news broadcasts from around the world using parabolic antennas installed on the roofs of their homes;
• · Syndicated information programs also seem promising. The Independent Network (INN) already offers full information service many stations;
• · The continuous news coverage of cable television provides a service that national broadcasters cannot provide.

The cable channel Si-SPEN, for example, covers congress meetings and hearings, as well as other political events. The 24-hour Cable News Network (CNN) is usually on the air throughout its coverage.

Another alternative is the McNeill Derer News Hour Public Broadcasting Service (PBS), which not only covers important news, but analyzes important events much deeper than national broadcasters. So far, PBS has not been able to find the means to compete directly with TV news gathering, but it competes successfully in documentary production, winning more news program Emmy awards than any commercial broadcaster.

Many informed people are thinking about tailoring news broadcasts to the interests of specialized audiences. Most agree that the main problem, in the words of ABC News President Rune Erledge, is "how much information people already have when they turn on our station." John Chancellor, CBS Evening News commentator, says: “You shouldn't try to make news programs for everyone, but take into account that people already know the basic elements of news. The evening news program should explain, comment, analyze these messages. " Bill Moyers, a former CBS evening news commentator who left the company to become the independent head of public service broadcasting, says: “When people come home, they no longer need headlines. They need insight, analysis, commentary, interpretation and explanation - honest, balanced, but journalistic ... CBS News is slowly dying out of touch ... Those critical 5-10% of viewers who have come to rely on receiving important messages from CBS News, were disappointed to find that their precious time was wasted on unnecessary or entertaining information that they might very well have received from the Evening Entertainment program. One of the ideas widely discussed on TV companies is to lengthen the evening news programs. She is supported, inter alia, by Moyers, CBS News president Howard Stringer and CBS host Dan Rather. “I would like to try running an hourly news program at 9 pm,” says Rather. NBC News President Lawrence Grossman would like to see "a 90-minute mix of three-quarters of an hour of local news followed by three-quarters of an hour of national news." Another non-national broadcaster news source is Kones, whose vice president, Stanley Hubbard, believes that cooperating in news gathering is a response to declining interest in evening entertainment. information programs national TV companies. Cones, established in 1984, uses the latest satellite technology to deliver news messages composed in part of messages from member stations, allocates transmission times over satellite channels and broadcasts many direct and taped specialized information materials. Hubbard says: “National television news broadcasts now seriously cover three to four events, up from about 19 topics a few years ago. We leave a lot of important news for the local stations. We share our resources to better serve top news. ” Cones' only job is to supply the materials the local stations want. We do not have access to the airwaves. We just sell the program, and they show it on their own waves. " Christian Science Monitor interviewed 22 top TV news executives, two of the world's most respected media theorists, Bill Moyers and Ted Koppel, spoke out strongly against what they perceived to be the shortcomings of the media. “So will the radio waves of our country be used only to amuse us and distract our attention? asked Moyers, who is called the "conscience of American television." - Or will the radio waves, which are our common property, be used to inform us, educate, unite us? So are we going to sit in our living rooms, laughing at sitcoms, allowing us to divert our attention from the things that destroy us as a civilized society? " ...

The merging of the information business with financial and industrial capital is one of the world trends in the development of journalism. This phenomenon can be traced in almost all countries of the world, including Russia. The experience of the most powerful country in terms of information, the United States, has been analyzed and summarized in the monograph by E.Ch. Andrunas "Information Elite: Corporations and the News Market". The author asks the question: is the distance between Hirst and Murdoch great? And she herself answers: “In terms of time - not very much, they could even meet, because the Australian, a year after Hirst’s death, inherited his father’s publishing company. Many Murdoch newspapers on different continents are as scandalous and sensational as Hearst's were in their time. Both of them came from wealthy families, both received their first newspapers from their fathers, both sought and achieved money and power. The distance between Hirst and Murdoch is seemingly small - and at the same time, it is huge. These are people of two different eras: the first belonged to the industrial age, the second can serve as the personification of the information age.

Hirst, for all his ambition, never thought about creating a world newspaper empire, his interest in events outside the United States was caused by political or, more often, purely mercantile motives. Murdoch, on the other hand, is striving to create a global information system, the contours of which are already clearly visible and many elements are working successfully. Murdoch is certainly not alone in the global media market, but there is no doubt that he is the leader of the transnational information and propaganda complex. "

The author comes to serious conclusions. For the largest, most powerful information monopolies, there truly are no boundaries. And this, of course, is not only Murdoch's company, but also Time Warner, Gunnet, leading television networks, and some other corporations. “In this regard, notes E.Ch. Andrunas, - the question of pluralism arises again, but now on an international scale. Of course, it is not new in itself, since the dominance of American programs on the world's television screens is a problem that has been discussed for more than a decade. But the creation of global information systems adds new urgency to the problem. Monopoly or Pluralism? If we project the experience of the United States onto the “global village”, the answer will be far from optimistic. "

And one more important remark, far from indisputable. “Transnational propaganda monopolies are justly criticized for concentrating in their hands unprecedented control over the world information market, blocking access to it for other companies, not so rich and powerful. Wanting to emphasize the financial strength of the largest international monopolies, their resources are often compared with the resources of entire countries. Media corporations are no exception in this sense. For example, the recently created Time Warner is estimated at $ 18 billion, which is more than the gross national product of Jordan, Bolivia, Nicaragua, Albania, Laos, Liberia and Mali combined.

But, while agreeing with the criticism of transnational monopolies, one cannot fail to notice the huge progressive role that, despite all their vices, they can and should play in the formation of a single human community, overcoming barriers between countries and peoples, breaking stereotypes and prejudices. It is the transnational structures of the media, along with economic integration, that should become the basis of an interconnected and interdependent world. "

Let's continue the train of thought of Andrunas, returning to Hirst and Murdoch. Transnational media structures are run by specific people. It is they who will impose their views on billions of people in an “interconnected and interdependent world,” which, given the nature of the representatives of the information elite, allows us to draw another conclusion: pluralism will remain a pipe dream. And it is not a matter of personalities - economic expediency pushes towards further concentration and monopolization.

Since the media are included in the current financial economic system of a particular country, they are interested in the stability and development of this system, which often manifests itself in the content of published or broadcast materials. In many Western countries, for example, materials criticizing the actions of the authorities are often published, but it is almost impossible to find publications criticizing the institution of private property - the basis of the foundations of modern financial and economic and social systems West.

The largest corporations, even those whose business lies far from the informational one, maintain close contacts with the mass media. For example, consider the three largest automotive corporations.

"The advertisement is engine of the trade". We have learned this truth from childhood. It would seem that we will not discover anything unusual if we plunge into the relationship between entrepreneurs and the press. But nevertheless, even in the most ordinary one can find something new.

The topic "Ford and the Press" is inexhaustible. The fact is that their relationship is by no means limited to advertising alone. For example, when Charlotte Ford, daughter of the most powerful automobile king Henry Ford II, first came out, a grand family party took place in Detroit, America's automotive capital. Time magazine's special correspondent calculated that 1,270 guests ate 5,000 sandwiches, 2,160 eggs, 100 pounds of meat, 500 bottles of 1949 Cuvadom Perigne and 720 bottles of whiskey. 2 million magnolia leaves were used to decorate the building. The child-loving dad spent $ 250,000 on this party.

The attention of the press to the Ford family is constant and vigilant. For an American, a car is almost a member of the family. That is why legends and myths about the founder of the dynasty of automobile kings wander from magazine to magazine, from newspaper to newspaper.

DeWitt Wallace, the founder of the most widely read magazine in the world, Reader's Digest, considered it appropriate to widely acquaint readers with Ford's biography, since it embodied the ideals of the American Dream. Henry Ford successfully combined the talent of a designer and the wolfish grip of an entrepreneur, a willingness to take risks and outstanding organizational skills, a disregard for moral standards and a resourceful politician.

Daimler, Benz, Packard, Willis, and many others were all involved in the manufacture of automobiles, but Henry Ford, one of the first car racers, was perhaps ahead of everyone else. The first Ford car was released in 1892, but the two racing car companies he founded went down the drain. In 1903, he borrowed 28 thousand dollars from friends, purchased equipment and began to produce a car designed for a poor person. In the advertisement, he wrote: “The car does the work of three horses. There is a constant threat over you that your horse will die, while the car can always be repaired. "

The main merit in creating a cheap car is rightly attributed to Henry Ford. Without his fanatical dedication and desire to build a cheap car, the car would have remained an expensive toy for the rich. In 1908, the "Model T" was created - a very good car even for today. She could move along the most swampy country roads, bounce like an antelope on bumps. She could be switched to reverse when she walked forward ...

Among the first buyers of "Fordies" was gangster John Dillinger, who thundered all over America. In this car, he raided banks, in which he hid from the police. The gangster was delighted with his car. He sent Ford this letter: “I would like to see you. Your car is amazing. It is a pleasure to drive such a car. I am grateful to you that I can make any pursuers swallow the dust raised by a Ford car. All the best to you. " The moving message of the gangster Ford immediately published in all newspapers - additional advertising will not hurt!

A large role in Ford's success was played by the new organization of labor, which provided for a division of operations, a conveyor belt and much more. For many workers, the Ford factory has become something of a noisy prison. Ford solved this problem by raising the wage rate to $ 5 a day. He touted the idea as a humane action. In fact, this was a common hoax, but other industrialists were extremely outraged. They called Ford a socialist, a radical ...

The following fact speaks of Henry Ford's unscrupulousness. He fought against Selden's patent pool, the Automotive Industry Association. As a result, the Supreme Court ruled that Selden's patents, while valid, ... do not apply to American cars. The Automotive Industry Association has collapsed. Ford could develop without hindrance.

Henry Ford has always actively used the press for his own purposes. He disseminated his thoughts and beliefs widely through the newspaper The Independent, which he published in Dearborn, which at one time had a circulation of 700,000. Here he appeared before reading America as a militant anti-Semite, an admirer of Hitler. In 1938 he even received the Iron Cross, which he considered one of the highest achievements of his career. When Henry Ford I died in 1947, he was hailed as a great citizen of his country. So his friendship with the press helped him after his death.

The company was headed (a little earlier than the death of the old man, in 1945) by the grandson of the magnate Henry Ford II.

The new owners of the company continued their lucrative friendship with journalists. For a long time, the established Ford Foundation was a constant sponsor of all non-profit radio and television stations, which allowed it to become one of the most prestigious philanthropic organizations.

This corporation is going through difficult times these days. So, RIA Novosti announced on January 11, 2002 about its intention to cut 35 thousand people in the near future, 22 thousand of the cut jobs will fall on factories located in North America, 13 thousand - at Ford factories abroad, primarily in Canada. Company President William Clayford said at a press conference that it is not yet known in what period the job cuts will be made. He explained that the need for the cuts is driven by the need to restructure the auto industry, from which all production will benefit in the future. As part of a program for a radical reorganization of production, the company's management made a decision to remove four Ford models from the assembly line.

The management promised to do everything possible so that the reduction in the number of employed took place mainly not in the form of direct layoffs, but through the withdrawal of workers to early retirement.

At all times of the existence of Ford factories, special attention was and is paid to advertising. According to experts, ignorance of the basic principles of planning advertising activities by the people responsible for its implementation is the main reason for poor promotion of goods, services and ideas on the market. The Ford company uses almost all methods to convey the necessary information to the consumer. This is the placement of advertising in periodicals, the publication of special advertising materials and their distribution, the use of broadcasting facilities, the organization of stationary and traveling exhibitions, the implementation of advertising in the cinema. In addition, it is actively used outdoor advertising, including advertising on transport. Signs, pointers, tablets, etc. are displayed at the points of sale. One of the indispensable types of advertising is the presentation of souvenirs and gifts, which will be remembered for a long time by recipients and their numerous acquaintances. In short, advertising is serious and costly. Usually they do not skimp on advertising. All the same, the buyer pays for it ...

And now the firm is seeking great benefits with the help of the press. In the organization of production, for example. A number of magazines and newspapers are published at the Ford automobile factories. One of the highly politicized experts consider the large circulation "Ford Worker" ("Ford Worker"). A worker relations bulletin is being issued for managers. The magazines serve as a link for middle management of all enterprises of the company. Employees are sent home letters to the administration on topical issues.

In the face of fierce competition with other American firms and the attack on the American market by Japanese automobile companies, the leaders of Ford Motor and its subsidiaries pay special attention to radio and television. If we consider that 179 million radios are installed in American cars, then the "charitable" expenses of the Ford Foundation to support non-profit radio and television stations become clear.

American entrepreneurs don’t throw money down the drain. They are well aware that even a non-direct press can be very effective in promoting the prosperity of a firm. The "unproductive" costs of journalism and journalists pay off handsomely.

"What's good for General Motors is good for America."

Isn't that a great slogan for advertising? “These words are somewhat different from those that were uttered in 1953 by the president of the automobile giant Charles Wilson during the discussion in the Senate committee of his candidacy for the post of secretary of defense. The fact is that when asked if he was going to sell his shares in the corporation, Wilson replied: "What is good for General Motors is good for the whole country." But be that as it may, the words of the official went around the entire world press, making the corporation even more famous.

What is good for General Motors, the first and main competitor of the Ford automobile plants? Naturally arrived. Let's see in what ways they are achieved by this monopoly giant and what is its history.

In America, Ford was not the only automobile pioneer. By 1908, when Henry Ford created his Model T, William Durant already owned the largest automobile manufacturing company.

He had previously worked as a coachman and successfully applied the techniques he had learned to expand his General Motors empire. Durant's first independent steps were very successful. In 1885, when he was 24, Durant was serving as an insurance agent in Flint, Michigan. Together with his colleague J.D. Dort, he bought a patent for ... two cart and entered into a contract with a subcontractor for their production, and he himself began to sell the products.

The first acquaintance with advertising took place. The structuring of the market helped to find an approach to distrustful farmer buyers. For the sale of gigs were used shopping centers for the sale of agricultural equipment with an already established advertising system.

Business of the Durant-Dort Carridge Company went so well that she herself decided to start producing two-wheeled cars. At 40, Durant was already a millionaire. Determined to acquire his own industrial empire, Durant bought the Buick Maine Manufacturing Company, a small firm in dire straits. A start was made.

Soon Durant's brainchild grew - he sold more cars, whose Ford. After a failed attempt to merge the four major automobile companies - Buick, Maxwell, Reo and Ford - Durant founded the General Motors Company, which included Buick, Cadillac, Oldsmobil and Oakland (later Pontiac), five other automobile firms, three truck companies, ten parts manufacturing companies. The company's rapid growth has led to financial hardship. The bankers who gave the loans took $ 12.5 million in commissions plus $ 6 million in General Motors shares. At the direction of the bankers, who were interested in profits, and not in the expansion of production, all subsidiaries were merged, and the small ones considered unprofitable were liquidated. It was during this period that Charles Nash and Walter Chrysler entered the leadership of the company. Durant, on the other hand, joined forces with the Swiss mechanic Louis Chevrolet, and began producing an inexpensive car that rivaled Ford's. The success of the new car was so great that Durant tried to reclaim General Motors. In this he was assisted by Pierre Dupont and John Raskob.

Subsequently, the whole history of General Motors was associated with the Du Pont surname. The loose Durant structure of the company was replaced by a clear hierarchy. Groups of highly qualified consultants and a commission of experts have appeared. Sales organization was strengthened finished products... They began to look at advertising and public relations in a new way - public relations.

As the American researcher B. Seligman wrote, "the era of managers in gray suits with suave manners has come."

Public relations departments in some industrial firms appeared at the beginning of the century, in many in the 1920s and 1930s. General Motors Corporation has its own powerful public relations departments and regularly seeks help from specialized public relations firms.

I had to solve the problem of the relationship between advertising services and "public relations". It turned out to be not so easy, because even experts do not have a unanimous opinion about the functions of both. Indeed, it is difficult to determine where advertising ends and where "public relations" begins. PR men consider advertising of institutions, ideas and personalities their prerogative, but they also actively invade the holy of holies. advertising agencies engaging in activities in one way or another related to the sale of products. In turn, the advertising industry has reached such a development that it is entrusted with propaganda design and conducting political campaigns. One way or another, corporations are vitally interested in friendship with the press. And they are actively pursuing it. First of all, to create and popularize an attractive corporate image.

It is interesting to note that the phrase "corporate image" was first used in one of the articles in 1953, although corporations, advertising, and public relations have existed for a long time. Moreover, A. Lee at the beginning of the century successfully built a favorable image of Rockefeller, offering him to the public as a philanthropist, a friend of children and an exemplary Christian. The fact is that under the "image of the corporation" they began to understand not just an impression that spontaneously emerges in everyone, but one that is purposefully formed by various means. It is at the same time a concept that, in its expanded form, has an ideological, organizational and substantive side.

The image of "General Motors", one of the "three sisters" - the largest automobile monopolies in America, is molded by highly qualified professionals who know their business. And not only "for sale", but also for "internal use" - for the management of their own workers. If earlier managers could speak openly and without fuss: “Work faster and better, otherwise we will find a replacement”, or “If you don’t want to work for the same salary, we’ll hire others,” then in new times such things do not work out. In accordance with the principles of "human relations in industry" and the recommendations of "nurturing the corporate spirit" at General Motors enterprises, modern managers are well aware of "what working guys breathe" and act in accordance with the recommendations of psychologists, sociologists and other specialists. The combination of democratic leadership with constant monitoring of the behavior of workers allows to achieve total control and, on this basis, high production efficiency. As researchers have repeatedly noted, it is enough to express in the press an opinion that is at variance with the point of view of the leaders of the company, in order to be fired without any compensation. Bonus surcharges (and they reach 30% of the salary) can be canceled essentially at the discretion of the administration. But here the "struggle for the image of the company" can come into force - sometimes it is easier to buy off one or two people than to "lose face". More dear to yourself!

The car in the United States is not only a means of transportation, but also a certain symbol of prosperity. Americans began to identify with their car. The more luxurious and newer the car, the higher the prestige of its owner. But with rising gas prices and parking difficulties, more and more Americans are switching to medium and small cars. General Motors keeps up with the times here too.

The main owners of General Motors remain Du Pont. One American journalist, responding to Time magazine's eulogy in honor of Dupont, wittily remarked that “there is only one place in America where King Louis XVI of France would feel at home if he could put his severed head back on to the body. This place is located in the forests of Delaware in "Du Pont County". Yes, it is ruled here, just as in the past feudal princes, the Dupont billionaires, ruled. More than 200 adjoining family-owned estates are spread across a wooded area of ​​the state, forming a magnificent fox hunting sanctuary. The houses inside are hung with trophies obtained during the hunt of family members or predators in Africa, drawings of Du Pont yachts such as the American Eagle, and cups won by breeding breeds. " It should not be forgotten, however, that the Du Pont possessions are located not only in Delaware, but also in Pennsylvania, New York, Florida and other places.

Dupons, like all "fat cats", donate huge sums to campaigns, to the funds of parties and social movements. Naturally, they do not forget about the press, which is so concerned about their popularity and the "image of the corporation."

Just like at the Ford factories, the automobile factories of "General Motors" are provided with their own press. For example, there is a large circulation "Sparkplug" ("Glow Candle").

I recently visited the Sahara. There I heard such an anecdote.

Petrol pump in the African desert. Big sign:

“Fill the tank and all the cans. The next three gas stations you see are a mirage. "

For General Motors, deserts do not exist. Big capital will always find a way out. And advertising specialists and "public relations" themselves create the necessary mirages for the corporation.

What's good for General Motors is good for the whole country!

Among the "three sisters" - giants of the automotive industry, Chrysler holds a special place. Lagging behind Ford Motor and General Motors, the firm remains one of the most significant automotive monopolies in the world. But at the same time, Chrysler is actively developing its subsidiaries in many countries of the world, and is one of the largest military contractors both in the United States and abroad.

What about the man who gave his name to the famous corporation? First of all, he created his "Plymouth", which at one time won the hearts of Americans. Moreover, Walter Chrysler went down in automotive history as one of the leaders of General Motors. How did it happen that a corporation competing with General Motors bears the name of Chrysler? Very simple. At one time, the Morgan were forced to unite with the DuPont in the leadership of General Motors. And "Chrysler" is essentially owned by the same Morgan ...

As you can see, competition is competition, and when it comes to benefits, cooperation is very possible. All the more possible if billions of Morgan are involved.

If the advertisement performed by Henry Ford I was simple and assertive, then the current advertisement for Chrysler is smooth and unobtrusive. The consumer receives the information he needs about the goods and services provided by the company, but it is extremely rare that all this is linked to the surname of billionaires. As Life magazine noted in its time, "despite adherence to traditions, there is nothing old-fashioned in the style of the Morgan bank." And not just a bank, we add. After all, Morgan is among those who own the same "Life". In short, the Morgan were modernized. And it all started like this ...

The founder of the dynasty, Junius Spencer Morgan, amassed a fortune of several million dollars. Having grown rich through various illegal deals during the war of the North and South, Junius Spencer Morgan became an associate of one of the largest US bankers, George Peabody. So the son of Junius, John Pierpont Morgan Sr., nicknamed Corsair, inherited a significant fortune. It was Corsair who got the glory of the creator of the "Morgan Empire".

One of Morgan-Corsair's first contacts with the automotive industry was with William Durant, when he was experiencing serious financial difficulties. Durant came to Morgan and offered him to buy General Motors for ... one and a half million dollars. By this time, the most forward-thinking bankers in the auto industry saw tremendous promise. And Morgan laughed at him and simply kicked him out. 12 years later, in 1920, he already had to team up with the DuPont to scrape together $ 80 million to acquire the same General Motors.

As biographers note, the hallmarks of the Corsair were complete shamelessness in the choice of means, contempt for any moral standards, cruelty and greed. Before his death, old Morgan decided to embellish himself somewhat in the eyes of his descendants. He rightly believed that some respectability would help his heirs in business. That is why the will, with which he passed hundreds of millions of dollars to his son John Pierpont Jr., the Corsair began with the words: “I commit my soul into the hands of my savior in deep faith that, redeemed and washed in his most precious blood, he will present her sinless before the Creator my heavenly. And I implore my children, at the cost of every risk and personal sacrifice, to support and defend the holy teaching of the complete atonement for sins by the blood of Jesus Christ, once shed for this. " The Corsair's path of hoarding is a chain of crimes from murder to high treason.

Today, the Morganov group controls dozens of the largest industrial corporations, banks, railways, and insurance companies. A family trait is still unscrupulousness in increasing capital.

And one more thing: the political views of the Morgans have always clearly gravitated towards the right. Thus, the McCormack-Dickstein Commission confirmed the validity of the sensational accusations against some leaders of the American Legion and prominent Wall Street figures (one of them was closely associated with the Morgan banking house) that they organized a conspiracy and really intended to establish a fascist dictatorship. This, of course, was quickly covered up by the docile press.

An important role to hide your billions from prying eyes is the desire to avoid taxation. This is why advertisements for Morgan businesses are often unrelated to their last name. Part of the capital is in various charitable foundations, part - in the media, which not only help in the implementation of advertising and propaganda campaigns, but also create an attractive image for corporations, the same Chrysler, for example. Henry Ford also resorted to charitable foundations, but the Morgans came up with another move. This is the formal splitting of companies into many small and smallest subsidiaries with complex system subordination and intertwining interests.

Being in the sphere of influence of the Morgan group, the Chrysler corporation, in order to avoid competition from Western European automobile firms, actively bought up European companies itself. In the mid-1960s, in particular, it increased its stake in the French automobile company SIMKA to 77% of the share capital, i.e. "Became related" with the FIAT monopoly.

Chrysler plays an important role in the production of tanks and missile weapons, supply automotive engineering armies of NATO member states.

Where military contracts are, there is secrecy. This is why advertising for Chrysler's products and services is limited to the civilian industry. Newspapers and magazines, radio and television, and pressure groups in Congress and the White House, obedient to the Morgan's will, take part in the division of the "war pie". Sometimes the interests of the Morgan financiers conflict with the interests of the Morgan industrialists. And already in the "family" itself, the battles of pigeons and hawks begin.

If we focus only on one automotive industry, then there are more than enough contradictions here. Take, for example, state laws regarding drivers and cars.In most states, an American can get a driver's license at age 16. In some - at 18, if you have not graduated from a special school or courses. In some places, the order is more liberal. In Louisiana, Maine, Montana and New Mexico, you can get a driver's license at the age of 15, and in Mississippi and Hawaii, "fifteen-year-old captains" can drive without even completing a course. In 29 states, special youth driver's licenses are issued, allowing you to drive a car, and in 13 states from the age of 14, and in Montana - from 13. This alone places increased demands on cars. In addition, a feature of one-story America is that in order to travel from one end to the other, even a small town of 100-206 thousand inhabitants, you have to travel many tens of miles. It is no coincidence that the average distance traveled by Americans is two and a half times longer than those of Western Europeans and seven times that of Japanese residents.

Of course, there is a difference between a car and a car, it is not for nothing that the expression "Limousine Liberal", that is, "liberals driving around in limousines", has taken root in America. These are figures who talk about the merits of public schools, while they themselves send their children to expensive private schools. They talk about hunger, but they themselves have never experienced its torment. Whatever cars are produced by factories that are part of the orbit of the "three sisters" - the automobile giants of America, their owners are sure to be among such "liberals". And their words, filled with political hypocrisy and demagoguery, are circulated in many millions of copies by the obedient press, carried by radio and television. Any mass media can be considered as a commercial and industrial enterprise, which is influenced by all the laws and laws of the economy. The effectiveness of the mass media can be defined in another way: news is viewed as a commodity, and the audience as capital. In a number of cases, the media act as groups of economic interests, and in interaction with power structures - as a group of influence, "lobby". In recent years, the economic structure of the media has changed markedly. Advertising is becoming increasingly important as the main source of financial income. In many countries, the state subsidizes the media both directly and indirectly - by providing various benefits, grants, government advertising, etc. The inclusion of the media in industrial and financial groups helps to achieve financial sustainability of the media.

The specifics of the work of a business media journalist

Employees of business publications have a difficult time, especially at first, because they are required to have rather specific skills, both practical and theoretical. A business journalist must be able to conduct economic analysis business activities, understand the basics strategic planning, investment analysis and marketing, as well as have a clear understanding of risk assessment and the formation of a portfolio of securities Pismennaya E.V. Russian business press and business: A textbook for a special course for students of the Faculty of Journalism and universities. M., 2003. S. 14 .. Thus, one can imagine that the journalists who came to the market had to learn a lot. However, until now, the heads of business media are more likely to hire specialists with an economic education who have a very rough idea of ​​journalism than professional correspondents who have a superficial understanding of economics Timofeevsky A. Faculty of unnecessary things // Expert. 2005. No. 47 (493). P. 7.. It is impossible not to agree that “without knowing the addressee of the message, the specifics of the consumption of business information by the regional audience, the stereotypes of its perception, it is difficult to create successful journalistic texts, use the methods of popularizing information for business environment"Miller G.S., Vinogradova S.M. Business Journalism: A Study Guide. SPb., 2010.S. 213 ..

At the same time, those who do not have a special economic education work in business journalism, gaining the necessary skills and knowledge in “combat conditions”. However, having figured out the financial intricacies in the course of their work, it is journalists who are much more intelligible than "narrow" specialists, they provide information and help the mass audience to understand it, while professional economists think that all terms and numbers are absolutely natural, understandable each and do not require additional explanation.

However, it is now quite difficult to find a journalist who would deal with "business topics" in general. As a rule, each of them understands (and, accordingly, works) in some specific area. Moreover, there is a clearly expressed relationship between the cost of information and the degree of its specialization: the narrower the focus of a publication, the higher its cost. The same can be said for journalists. This fact is especially evident in the business press segment.

The main differences between business and economic journalism

At the moment, there is no consensus on the separation of business and economic journalism, because this topic has not been sufficiently studied yet. For example, Professor D.P. Gavre in his report "The concept of typology of business journalism" notes that "business journalism is journalism associated with the provision of necessary information to the subjects of economic action" Gavre D.P. Business journalism typology concept. Report // Meeting of the discussion club "Business, economic or business journalism?", 20 December. 2006. SPb., 2006 .. This subject, logically, is every person who has any kind of economic relations. To make a small generalization, we can say that business journalism is intended for all audience levels, in contrast to economic journalism, which specializes exclusively in business entities.

Despite such a vague concept, most researchers in the press divide the entire sector of business information into several parts: economic, stock, financial, statistical, commercial information and business news Mordovskaya E.I. Business publication in the system of periodicals. Typographic factors, the nature of formation and development: Author's abstract. dis. Cand. philol. sciences. M., 1998. S. 3. Professor M.N. Kim, who in the framework of the business press as a species singles out the economic newspaper Kim M.N. Business press: functions, structure, audience // Typology of printing: problems of theory and practice: Materials of scientific-practical. seminar "Modern periodicals in the context of communicative processes" March 12, 1998 / Ed. ed. B. Ya. Misonzhnikov. SPb., 1999.S. 35-36 ..

However, besides economic, there are other aspects of business journalism. So, B. Ya. Misonzhnikov offers his own gradation of business media. Among them, he conditionally singles out business publications of a general profile, publications of a political and economic orientation, in which, first of all, the theoretical political and economic component is strengthened and through its prism important socio-political events are considered. Also on the market there are business publications of financial orientation (those that highlight the dynamics of trends and lending levels, exchange rates, etc.); exchange publications - those that reflect the sides of the exchange life: purchase and sale of securities, stock quotes, etc .; as well as high-quality publications that publish economic and financial information for making independent management decisions on the part of the reader Misonzhnikov B. Ya. Business publication in the labyrinth of the media market // Journalism: research - methodology - practice: Sat. articles / Otv. ed. G.V. Zhirkov. SPb., 2004.S. 134 ..

Another researcher, Ph.D. YES. Murzin, this gradation is somewhat concretized, highlighting as types of business journalism - economic, stock, financial, commercial, so-called. static information, as well as Russian and regional business news. Murzin D.A. Business press // Russian mass media system: Textbook. textbook for universities / Ed. Ya.N. Zasursky. M., 2001. Sec. II, ch. 7, p. 94.

In turn, D.P. Le Havre makes an assumption based on the characteristics of the audience to which a particular business information is intended. It turns out that three levels can be distinguished in business journalism, based on the addressees. The conditional first level is the subjects of business behavior, the second and third levels, respectively, went to the subjects of professional and everyday economic behavior. Thus, business journalism is logically formed in a broad sense - for all three levels of audience; business journalism in the broader sense - economic journalism, which will be understandable and interesting to both the second and the first level of the audience; business journalism in the narrow sense - business journalism, which is intended for business entities 1 D.P. Le Havre Business journalism: towards the definition of the concept // Mass media in the modern world. Petersburg Readings: Interuniversity. scientific-practical Conf., 24-25 Apr. 2007: Sat. report SPb., 2007 ..

Based on this concept, Ph.D. M.A. Berezhnaya also characterizes the audience of the business media by levels, but in a more generalized way. Among them, the audience of economic journalism stands out - these are subjects of professional and economic behavior in a narrow sense (managers, economists, financiers, etc.). The second level is the audience for general business journalism, i.e. subjects of everyday (non-professional) economic behavior Berezhnaya M.A. Business journalism and business communication: the specifics of the implementation of the profile module // Concept of the profile of the bachelor's degree in journalism. SPb., 2006; Information and educational site within the framework of the project "Innovative educational environment in a classical university" // http://www.bj.pu.ru/method/4-3.html (09.03.2010).

Thus, by combining the above gradations and levels, for some simplicity and concreteness, you can divide business journalism for the business and household spheres, i.e. for everyday life. Business journalism for the "business sphere", in turn, is divided into economic, which formed the basis of this study, and non-economic. Economic journalism itself includes business journalism (more narrowly focused, specialized) and general economic journalism Ibid. (see the diagram in the Appendix). However, in the modern world, the household and business spheres are often intertwined quite closely, and, in our opinion, it will be enough to understand that economic journalism is a kind of business.

It should also be noted that, according to Professor L.P. Gromova, a kind of specialized exchange press is distinguished in the business media, which covers the very process of the functioning of enterprises and operations with securities Gromova L.P. Exchange press in the structure of business journalism in Russia (late 19th - early 20th centuries) // Mass media in the modern world: abstracts of scientific and practical. conf. Spb., 2008. S. 137 .. However, one can speak of the exchange press as a subspecies of economic journalism, rather than a separate direction in business media. Still, in the modern world, economic news is directly related to the state of affairs on the stock exchanges, with the rise and fall of world indices or stock prices. For this reason, the separation of these two directions seems rather unclear.

Summing up a small summary and going to the type of media that interests the author, we repeat that economic media are a subspecies of business media. Thus, it turns out that economic radio stations (such as the BrocoPulse Internet radio station) have a specific, narrow specialization, in contrast to those that position themselves as business (Business FM) and try to cover several aspects at once (news of entrepreneurship, real estate, economy, politicians, etc.). Thanks to this definition, we significantly narrow down and concretize the field of study.

PART 1

Chapter 1. Seeking information by a journalist

1.1. Information relations in an open society: principles, rules, norms

1. Open society relies on the idea that the human right to be fully informed about everything that happens in the country and the world is universal and fundamental, and any exemption from this right must be explained and conditioned by legislative acts. The right to be informed requires the free flow of information and opinions. Restrictions on the dissemination of news and information are contrary to the interests of international understanding, constitute a violation of the Universal Declaration of Human Rights, the UNESCO Charter and the Final Act of the Conference on Security and Cooperation in Europe and are incompatible with the UN Charter. Free access of people to the media and other official and unofficial sources of information must be guaranteed.

2. Socially significant information is information that meets the needs of citizens in knowledge and understanding of social processes. Socially important information contributes to the education of the people, stimulates progress and helps to solve the complex economic, scientific and social problems... Socially important information belongs to the people, who have the right to access it, with the exception of the restrictions specified in the law. A form of manifestation of a public need for information is public interest, for the satisfaction of which special information institutions are created.

3. The public has the right to access information of public interest. Open and unhindered access to information of public interest is the foundation of fair governance and a free society. Government departments must guarantee open, timely and unimpeded access to information of public interest. Citizens should be given the opportunity to access socially significant information, regardless of the form of its storage, without special training or experience.

4. The authorities are obliged to take appropriate measures to ensure the right to information. These measures should provide that the authorities, in the event of refusal to provide information, indicate the reason in writing in a reasonably short time, and also provide the right to review the justification and legality of the refusal to independent bodies, including legal consideration in one form or another. Governments should ensure a wide variety of sources of access, both private and public, to publicly significant information and should not allow high prices for information services to impede citizens' access to publicly significant information.

5. The authorities should guarantee citizens' access to information of public interest, regardless of their place of residence and work. To solve this problem, national information networks, programs such as depository libraries and other methods should be used. Government departments should periodically review such programs and technologies used to ensure that public access to information of public interest remains affordable and convenient for the public.

6. The authorities must ensure the completeness, preservation, distribution, reproduction and redistribution of socially significant information at their disposal, regardless of the form of its existence. By preserving public information, government agencies ensure that they are accountable to the public and that the public can access information about their work. Any restriction on distribution or any other action in relation to socially significant information must be strictly defined by law.

7. Authorities must respect the confidentiality of persons using or requesting information, and respect the privacy rights of persons identified in government records.

8. The existence of a plurality of independent media is in the interest of any society. In cases where, for some reason, society cannot provide for the existence of a large number of independent media, existing information channels should reflect different points of view.

9. Journalists' access to various sources of news and opinions - official and unofficial - should not be subject to any restrictions. This access is inseparable from people's access to information. There should be no censorship over the press, no matter what forms of arbitrary control over information and public opinion it may take. The right of people to access news and information should not be compromised. In all laws and decisions relating to the right to receive information, the public interest in obtaining this information must first be taken into account.

10. Any restriction on freedom of expression or information must be prescribed by law. The law must be public, specific, specific and clear in order to enable each individual to foresee whether an act is illegal. The law should provide for adequate safeguards against violation of its requirements, including prompt, full and effective legal review of the justification for the restriction by an independent court or judicial authority.

11. No one can be prosecuted for disclosing information received on public service if the public significance of this information outweighs the harm from its disclosure.

12. Everyone has the right to receive information from authorities, including information related to national security. Any restrictions on obtaining such information cannot be imposed unless the government demonstrates that such a restriction is prescribed by law and is indeed necessary to protect the legitimate interests of national security.

13. The state cannot deny access to all information related to national security, but must designate in the law only those specific and narrow categories of information that need to be kept closed in the legitimate interests of national security.

14. No one can be punished under the pretext of national security for disclosing information if such disclosure does not cause actual harm and, in all likelihood, cannot harm the legitimate interests of national security; or the public relevance of this information outweighs the harm from its disclosure. The protection of national security cannot be used as a basis to compel a journalist to disclose a confidential source of information.

15. Any restriction on freedom of expression or information that the authorities wish to justify on the basis of national security requirements must indeed proceed from this goal and the authorities must prove that the end result is the protection of legitimate national security interests.

To prove that restricting freedom of expression or information is indeed necessary to protect legitimate national security interests, a government must demonstrate that:

- self-expression or information on the matter poses a serious threat to the legitimate interests of national security;

- the imposed restriction provides for the least restrictive measures to protect these interests;

- the restriction is consistent with democratic principles.

Self-expression can only be punished as threatening national security if the government can demonstrate that:

- self-expression is aimed at calling for violent action;

- can lead to such violent actions;

- there is a direct and immediate connection between self-expression and the possibility of such violent actions.

16. The peaceful exercise of the right to freedom of expression should not be viewed as a threat to national security or subject to restrictions and punishment.

Self-expression that:

- advocates a non-violent change in the policy of the government or the government itself;

- represents criticism of the country, state or its symbols, government, government departments or officials, and foreign country, state or its symbols, government, government departments or figures;

- presents an objection or advocates an objection, for reasons of religion, conscience or belief, against conscription or military service as such; a specific conflict or threat of the use of force to resolve international disputes;

- aims to communicate information on alleged violations of international human rights law or international humanitarian law.

No one can be punished for criticizing a country, state or its symbols, government, government departments or officials, as well as a foreign country, state or its symbols, government, government departments or figures, unless this criticism or insult is aimed at inciting violent actions or may not entail such actions.

1.2. Basic concepts and definitions in the field of legal regulation of access to information

The problem of developing a unified terminology in the information sphere is by no means less important than finding compromise ways of legislative regulation of some economic and political parties. Considering that the last year or two there has been a lightning-fast development of new and, mainly, converged telecommunication means and their implementation, the legal consolidation of each communication innovation occurs, as you know, according to other time standards, due to the obligation to comply with the established long-term legislative process. Each service provided by any new communication means provides more than before, the possibility of quickly obtaining the necessary, both oral and documented information... However, one should not forget that a huge percentage of the population, including officials of legislative and executive bodies are not yet psychologically ready for the existence of new technologies.

The main question that I would like to answer is whether it is necessary to develop new terminology in information legislation, following the path of political, ideological and technological changes introduced by life, or not to make changes to existing definitions and concepts, but to transfer them to new ones. bills? The ideal direction in the development and improvement of information legislation will be the introduction of other definitions of new aspects of the information sphere in draft laws and filling in gaps in terminology.

So, when developing a bill aimed at regulating access to information, it is worth dwelling on several definitions around which a lot of controversy has arisen. These issues are as important as the establishment of a mechanism for access and receipt of information in the draft law.

Public interest

Disputes among lawyers and journalists about what is still a public interest and whether there is a definition of this concept in the legislation, still continues. In criminal, constitutional law, in some norms of electoral legislation and, of course, in information legislation, references are often made to public interest in the absence of the very concept of public interest. A free interpretation of the concept of public interest allows in some cases to manipulate the behavior of many people. The norms of the legislation determine that “it is prohibited to include documents accumulated in open funds and libraries and archives, information systems of state authorities, local governments, public associations, organizations of public interest or necessary for the exercise of rights, freedoms and duties of citizens ". In accordance with the Law on Mass Media, a journalist is obliged to obtain consent for the dissemination in the media of information about a citizen's personal life from the citizen himself or his legal representatives, except for cases when it is necessary to protect public interests. The next commentary to the Constitution stipulates that the information that concerns the regulation of the election campaign is of public interest. A citizen, acting as a voter, referendum participant, organizer of demonstrations and manifestations, must be able to access the official documents governing these relations. Many normative acts also mention not a public, but a legitimate interest, the concept of which is not defined.

It should be noted that public interest and legitimate interest are synonymous concepts, since the possibility of disclosing information of public interest is enshrined in a number of legislative norms.

Document

The definition of a document as "a material object with information recorded on it in the form of text, sound recording or an image intended for transmission in time and space for storage and public use" exists in the Federal Law of December 29, 94 No. 77 "On the obligatory copy of the document" (article 1).

In criminal law, the concept of a document is widespread as “a properly designed material carrier of any information intended to certify a legally significant fact or event (information reflected on paper, photo, film, audio or video tape, plastic, existing in the form of a computer record or in another material form perceived by a person) ".

Official document

In the same Federal Law "On the legal deposit of documents" an official document is defined as "a work of the press published on behalf of the legislative, executive and judicial authorities, having a legislative, regulatory, directive or informational character."

Executive

A lot of controversy also arose around the definition of an official. However, if you turn to the Criminal Code of the Russian Federation, you can get an answer to the question: who is the official. An official is understood as a person performing organizational, administrative and administrative functions only in state bodies, local governments, state and municipal institutions and holding positions established by the constitutions or charters of the constituent entities of the Russian Federation (Article 285, Chapter 30). By the Decree of the President of the Russian Federation of January 11, 1995 "On the register government positions federal civil servants "clearly defined groups of all officials in the Russian Federation.

1.3. On access to information held by government agencies

The Committee of Ministers, on the basis of the provisions of Article 15.b of the Statute of the Council of Europe,

Pay attention to, that the task of the Council of Europe is to achieve greater unity among the member states,

Pay attention to the importance of the public in a democratic society receiving sufficient information on socially significant issues,

Pay attention to, that public access to information involves building public confidence in government,

Pay attention to in this regard, it is necessary to make maximum efforts to the most full access the public to information held by government departments,

The following principles apply to individuals and legal entities. In the implementation of these principles, the interests of a sound and effective government must be taken into account. Should these interests require adjustment or deletion of one or more of the principles, either in particular or in certain areas of public administration, maximum efforts should nevertheless be made to achieve the greatest possible degree of access to information.

I. Everyone under the jurisdiction of a Member State has the right to receive, upon request, information held by government departments other than the legislature and the judiciary.

II. Appropriate and effective measures should be taken to ensure access to information.

III. Access to information cannot be denied under the pretext that the person who applied for the information has no special interests in this area.

I V. Access to information is provided on the basis of equal rights.

V. The aforementioned principles shall be limited only in cases necessary in a democratic society to protect the legitimate interests of society (such as national security, public security, public order, economic welfare of the country, prevention of crime and prevention of disclosure of information received in confidence), and to protect privacy and other legitimate private interests, but at the same time, taking into account the special interest of each person in information at the disposal of government departments that concerns him personally.

Vi. Each request for information should be considered within a reasonable time frame.

Vii. A government agency refusing to provide information must explain the reason for the refusal in accordance with law or practice.

VIII. Any refusal to provide information can be appealed.

With the adoption of Recommendation No. R (81) 19 in accordance with Art. 10.2 of the Rules of Procedure for the sessions of the Deputy Ministers, the representatives of Italy and Luxembourg reserved the right to leave to their governments a decision whether to adhere to this recommendation.

1.4. Extracts from regulations on access to information

Constitution of the Russian Federation

Article 29.

4. Everyone has the right to freely seek, receive, transmit, produce and distribute information in any legal way. The list of information constituting a state secret is determined by the Federal Law.

5. Freedom of the media is guaranteed. Censorship is prohibited.

Law of the Russian Federation "On the Mass Media"

Article 1. Freedom of the media

V Russian Federation search, receipt, production and distribution of mass information,

are not subject to restrictions, with the exception of those provided for by the legislation of the Russian Federation on the mass media.

Article 38. Right to information

Citizens have the right to promptly receive, through the mass media, reliable information about the activities of state bodies and organizations, public associations, and their officials.

State bodies and organizations, public associations, their officials provide information about their activities to the media at the request of editors, as well as by holding press conferences, sending reference and statistical materials and in other forms.

The editorial board has the right to request information on the activities of state bodies and organizations, public associations, and their officials. Information request is possible both orally and in writing. The requested information must be provided by the heads of the indicated bodies, organizations and associations, their deputies, employees of press services or other authorized persons within their competence.

Article 40. Refusal and postponement in providing information

Refusal to provide the requested information is possible only if it contains information constituting a state, commercial or other secret specially protected by law. A notice of refusal is delivered to the editorial representative within three days from the date of receipt of a written request for information. The notification must indicate:

1) the reasons why the requested information cannot be separated from information constituting a secret specially protected by law;

2) an official who refuses to provide information;

3) the date of the decision to refuse. Delay in providing requested information

acceptable if the required information cannot be submitted within seven days. A notice of deferral is delivered to a representative of the editorial office within three days from the date of receipt of a written request for information. The notification must indicate:

1) the reasons why the requested information cannot be provided within seven days;

2) the date by which the requested information will be submitted;

3) the official who has established the postponement;

4) the date of the decision on the postponement.

Article 47. Rights of a journalist

The journalist has the right:

1) seek, request, receive and distribute information;

2) visit state bodies and organizations, enterprises and institutions, bodies of public associations or their press services;

3) be received by officials in connection with a request for information;

4) get access to documents and materials, except for their fragments containing information constituting a state, commercial or other secret specially protected by law;

5) copy, publish, publish or otherwise reproduce documents and materials, subject to the requirements of the first part of Article 42 of this Law;

6) make recordings, including with the use of audio and video equipment, cinema and photography, with the exception of cases provided for by law;

7) visit specially protected places of natural disasters, accidents and catastrophes, riots and mass gatherings of citizens, as well as areas in which a state of emergency has been declared; attend rallies and demonstrations;

8) check the accuracy of the information provided to him;

The journalist also enjoys other rights granted to him by the legislation of the Russian Federation on the mass media.

Article 48. Accreditation

The editorial board has the right to submit an application to a state body, organization, institution, body of a public association for accreditation of its journalists with them.

State bodies, organizations, institutions, bodies of public associations accredit the declared journalists, provided that the editorial offices comply with the accreditation rules established by these bodies, organizations and institutions.

Bodies, organizations and institutions accrediting journalists are obliged to notify them in advance about meetings, meetings and other events, provide them with transcripts, minutes and other documents, and create favorable conditions for making recordings.

An accredited journalist has the right to attend meetings, meetings and other events held by the bodies, organizations, institutions that accredited him, except for cases when decisions are made to hold a closed event.

A journalist may be deprived of accreditation if he or the editorial board violated the established rules of accreditation or disseminated false information discrediting the honor and dignity of the organization that accredited the journalist, which was confirmed by a court decision that entered into force.

The accreditation of their own correspondents of the editorial offices of the media is carried out in accordance with the requirements of this article.

Federal Law "On Information, Informatization and Information Protection"

Article 4. Foundations of the legal regime information resources

1. Information resources are objects of relations between individuals, legal entities, the state, constitute information resources of Russia and are protected by law along with other resources.

Article 6. Information resources as an element of the composition of property and an object of ownership

1. Information resources can be non-state and, as an element of the composition of property, are owned by citizens, state authorities, local authorities, organizations and public associations. Relations regarding the ownership of information resources are governed by the civil legislation of the Russian Federation.

2. Individuals and legal entities are the owners of those documents, arrays of documents that were created at their expense, acquired by them on legal grounds, received as a gift or inheritance.

3. The Russian Federation and the constituent entities of the Russian Federation are the owners of information resources created, acquired, accumulated at the expense of the federal budget, the budgets of the constituent entities of the Russian Federation, as well as obtained through other established by law ways.

The state has the right to redeem documented information from individuals and legal entities if this information is classified as a state secret.

The owner of information resources containing information classified as a state secret has the right to dispose of this property only with the permission of the relevant state authorities.

4. Subjects submitting documented information to public authorities and organizations without fail do not lose their rights to these documents and to use the information contained in them. Documented information submitted on a mandatory basis to state authorities and organizations by legal entities, regardless of their organizational and legal form and forms of ownership, as well as by citizens on the basis of Article 8 of this Federal Law, forms information resources jointly owned by the state and subjects representing this information.

5. Information resources owned by organizations are included in their property in accordance with the civil legislation of the Russian Federation.

Information resources that are the property of the state are under the jurisdiction of state authorities and organizations in accordance with their competence, are subject to accounting and protection as part of state property.

6. Information resources can be goods, except for the cases stipulated by the legislation of the Russian Federation.

7. The owner of information resources enjoys all the rights provided for by the legislation of the Russian Federation, including the right to:

to appoint a person in charge of economic management of information resources or their operational management;

establish, within its competence, the mode and rules for processing, protecting information resources and access to them;

determine the conditions for the disposal of documents when copying and distributing them.

1. State information resources of the Russian Federation are open and publicly available. An exception is documented information classified by law as a restricted access category.

legislative and other normative acts establishing the legal status of state authorities, local authorities, organizations, public associations, as well as the rights, freedoms and obligations of citizens, the procedure for their implementation;

documents containing information on emergency situations, environmental, meteorological, demographic, sanitary-epidemiological and other information necessary to ensure the safe functioning of settlements, production facilities, the safety of citizens and the population in general;

documents containing information on the activities of state authorities and local self-government bodies, on the use of budgetary funds and other state and local resources, on the state of the economy and the needs of the population, with the exception of those classified as state secrets;

documents accumulated in open collections of libraries and archives, information systems of state authorities, local authorities, public associations, organizations of public interest or necessary for the exercise of the rights, freedoms and duties of citizens.

Article 12. Exercise of the right to access information from information resources

1. Users - citizens, state authorities, local governments, organizations and public associations - have equal rights to access state information resources and are not obliged to justify the need to obtain information requested by them before the owners of these resources. The exception is information with limited access.

Access of individuals and legal entities to state information resources is the basis for the implementation public control for the activities of state authorities, local governments, public, political and other organizations, as well as for the state of the economy, ecology and other spheres of public life.

2. The owners of information resources provide users (consumers) with information from information resources on the basis of legislation, charters of the said bodies and organizations, provisions on them, as well as contracts for information support services.

Information obtained legally from state information resources by citizens and organizations can be used by them to create derivative information for the purpose of its commercial distribution with a mandatory link to the source of information.

3. The procedure for obtaining information by the user (indicating the place, time, responsible officials, necessary procedures) is determined by the owner or owner of information resources in compliance with the requirements established by this Federal Law.

Lists of information and information support services, information on the procedure and conditions for access to information resources are provided by the owners of information resources and information systems to users free of charge.

4. State authorities and organizations responsible for the formation and use of information resources, provide conditions for the prompt and complete provision of documented information to the user in accordance with the obligations established by the charters (regulations) of these bodies and organizations.

In the pre-reform period, not only the ideological purity of the media, but also financial activities editions, circulation policy was strictly controlled by party committees. The Administrative Department of the Central Committee of the CPSU set uniform prices for paper, printing services, distribution and delivery of newspapers, and took almost all the profits for itself.

Today the situation has changed dramatically. The mass media have been given complete freedom - political and economic. The profit now remains in the editorial office. However, political freedom for many media turned out to be economic unfreedom. Due to the dramatically increased costs of publishing journalistic products, subscription and retail prices of newspapers have grown fantastically, which has led to a drop in their circulation. The state subsidy does not cover all the costs of journalistic production, and the media are forced to expand the volume of publication of advertising messages, while constantly increasing the rates for renting advertising space. This, in turn, also leads to the loss of subscribers. Radio and television workers experience similar difficulties. The fate of the media became dependent on government subsidies, the generosity of sponsors, financial support commercial structures seeking to become founders or owners of a newspaper or radio-TV channel. The dominant role was played by the advertiser, not the subscriber's money.

The process of commercialization of the press has begun, which entails negative consequences, when for the sake of income one can sacrifice objectivity in covering situations and phenomena, the talent of a publicist.

In January 1992, the Russian government embarked on a course of "shock therapy" in the economy: price liberalization, privatization, and a quick transition to the market. Inflation hit hard not only the interests of Russian citizens, but also the economy of a free press. Publishing costs have grown fantastically and continue to rise. Printers, signalmen, working for government or joint stock companies, dictate high prices, proceeding from their own interests, suppressing the attempts of newspaper editorial offices in conditions of privatization to become co-owners of these enterprises. The cost of the newspapers went up sharply, forcing the editors to raise prices adequately, which became quite tangible for the readers. This, in turn, led to a drop in print circulation.

A decrease in circulation leads to the loss of part of the income, and the editorial staff, in order to survive, relies on subsidies from the federal and local authorities, financial aid commercial structures.

The regional and district press is subsidized from the local budget. In 1995, two major federal law- "On the economic support of regional (city) newspapers" and "On state support mass media and book publishing of the Russian Federation ". According to the first law, at least half of the costs of printing services, paper and communication services for regional (city) newspapers are financed from the federal budget. And on the second - for three years - from January 1, 1996 to January 1, 1999, the media (except for printed publications of an advertising and erotic nature) are exempted from taxes on value added and profit, as well as from customs duty(the law, with the exception of customs privileges, was extended until 2002).

However, not all publications receive government subsidies, and, unable to achieve economic independence, the editorial offices ask for subsidies from commercial structures.

In Russia, by 1998, a situation arose when some central publications and television companies became economically dependent on their largest shareholders, the "oligarchs". So, in the sphere of influence of Oneximbank - newspapers "Komsomolskaya Pravda", "Izvestia", "Russian Telegraph", the magazine "Expert"; Bank Menatep - the main shareholder of Literaturnaya Gazeta; V. Gusinsky, head of the Most-Bank group of banks, through the Media-Most company he created, oversees economic activity NTV (independent television), Segodnya newspaper, Itogi magazine, Echo Moskvy radio station. Of course, the economic impact is sometimes combined with the political one, when the theme and focus of publications and television and radio broadcasts is adjusted taking into account the interests of "oligarchic" groups.

In addition to the first group of newspapers, receiving subsidies from the state, and the second, financed by private capital, there is a third - an independent press, self-financed and therefore relieved of pressure. political forces or business gamblers. This group includes, in particular, Kommersant, Moskovsky Komsomolets, Moskovskiye Novosti, St. Petersburg publications Sankt-Peterburgskie Vedomosti, Delovoy Peterburg, Real Estate of St. Petersburg, Reklama-Chance and some others.

The market, however, is like a playing field: this or that newspaper "playing" on it may not stay in the third group and move, if not into the first, then into the second. Or maybe the opposite is true. It all depends on the dedication, energy and talent of the "players". Although the newspaper has become a commercial enterprise, the editorial offices are concerned not with the growth of profits (for many of them this concept is still mythical), but with how to avoid the threat of bankruptcy. And life shows: on the one hand, it is important to interest each editorial worker in obtaining a common income, on the other hand, it would be nice for two or three editorial offices to unite in order to more easily withstand the market forces.

In today's Russia, there are still few newspapers whose founders are private or individuals... One of these publications is Obshchaya Gazeta, founded in August 1991 by Yegor Yakovlev, who remained the sole owner of the publication. The founders of most newspapers were the labor collectives of the editorial offices, which received different status: LLP (limited liability partnership), LLC (limited liability company), JSC ( joint-stock company), AOZT (closed joint-stock company), Publishing house, Concern, Holding. Often, editorial teams are invited to be co-founders of the regional administration or commercial firms. In such cases, the degree of editorial freedom depends especially on the type of relationship "editorial office - founder". It can be tough (Rossiyskaya Gazeta, Pravda, St. Petersburg Oblast Vesti), soft when the founder rarely interferes in editorial policy (Sankt-Peterburgskie vedomosti), and independent when the editorial office financed by the founder gets free.

The joint-stock company created by Izvestia is also called a concern because, in addition to this newspaper, Financial Izvestia, an economically independent newspaper, but subordinate to the "parent" policy, is also under the same management. Other editions, having created "subsidiary" editions, prefer to be called "Publishing House": "Kommersant Publishing House" (newspaper "Kommersant" and the magazine of the same name), "Natalie Publishing House" (newspaper and magazine "Natalie", newspaper " Anomaly"). But "Chance Publishing House" ("Advertising-Chance", "Real Estate of St. Petersburg", "Radio-Chance", which became the founder of the newspaper "Capital of Petersburg") calls itself a holding company, because it took under its wing (roof) a newspaper for children " Five Corners ", the holding (from the sports term" holding "- capture in boxing) allows you to reduce the risk of bankruptcy due to the availability of sufficient funds for maneuver and the low probability that all editions of the holding company will incur large losses at the same time. When the editorial staff of the St. Petersburg newspaper Chas Pik sold a controlling stake to Moskovsky Komsomolets, thereby becoming a part of the holding company, the financial position of Chas Rush strengthened, the danger of closing the newspaper was over.

The Soviet supercompany Gosteleradio was created at the expense of state investments and was both a producer and a broadcaster. But in 1988, difficulties began due to the lack of funding for state television. And then for the first time an advertisement appeared on the Soviet TV screen. Its volume was constantly expanding. It was decided that advertising should become decentralized. The director of a studio, in the event of a lack of funds for the production of a television program, received the right to advertising and broadcast income. Moreover, the following order has been established: the studio buys advertising time from the company at one price, and sells it to advertisers at a different, higher one. The difference between them formed the income. This decision was the beginning of the emergence of independent TV producers in Russia.

Difficulties with budgetary funding necessitated reforming Ostankino, and in September 1995, by a presidential decree, it was transformed into Russian Public Television (ORT). Apart from the state, the financial burden was borne by the co-founders of ORT - the largest companies: LogoVAZ, Gazprom, banks Stolichny, Menatep, Imperial; however, the controlling stake is in government hands (the State Property Committee, the Federal Television and Radio Broadcasting Service of Russia, the Technical Television Center and ITAR-TASS).

And yet, in the development of independent television broadcasting systems, Russia lags significantly behind the leading countries of the world. The establishment is hindered, firstly, by monopoly in structures that provide services for the distribution of television and radio signals from the studios of companies to the receivers of the population (the cost of a television signal has already been mentioned above, and no one controls the Ministry of Communications, which sets ultra-high prices). Secondly, the Ministry of Communications coordinates the economic activities of state-owned communications enterprises that transmit signals, and at the same time grants licenses to engage in broadcasting activities. Such a combination of such different functions in one state body makes it possible to limit the independence of independent television companies in the development of their own signal distribution systems. Thirdly, the constant deficit of the federal budget does not allow to fully finance the development of even state television, and even more so to invest in independent TV systems.

Finally, there is no stability in the regulation of television activities by the state. The functions of such regulation are temporarily transferred Federal Service Russia on television and radio broadcasting. But it does not act on the basis of the law, but on the basis of normative acts subject to political conjuncture. Fears (due to instability) of large commercial structures do not allow them to be generous with investments in non-state television.

Meanwhile, the formation and development of independent television and radio broadcasting systems will make it possible to fully realize the constitutional rights of citizens to receive information, which makes the problem especially urgent.

It is important for any editorial office, especially a newspaper one, to know the market, namely the totality of existing and potential buyers of the newspaper. For which reader is the publication published, how to gain popularity, to ensure that the entire circulation is sold out completely?

The editorial office of a newspaper or a television and radio committee can be viewed as commercial enterprise- an independent, with the rights of a legal entity, a business entity, acting in a self-financing environment and striving to make a profit by selling a product, although this product is unusual - intellectual, ideological. Consequently, like any commercial enterprise, the editorial staff of the media is embedded in the market economic system. Then we can come to the following definition: the economics of journalism is a set of social relations in the field of production, distribution, exchange and consumption of the results of journalistic activities based on the market mechanism of management. The latter presupposes, first of all, competition in the information market. The goal of the editorial office is for this market - a set of existing and potential buyers of information - to positively accept the product of its creative production, which can lead to a more intensive exchange of "commodity-money" and an increase in active market share by recruiting potential readers, TV viewers, radio listeners. It is important for an enterprise to release only those goods that it will certainly buy potential consumer... That is, one should master marketing as the art of moving goods from producer to consumer, a strategy of the firm's actions that transforms consumer needs into firm revenues. Media marketing is the art of moving journalistic information to a mass audience in order to meet their needs and requirements and to generate the maximum possible income for the media.

Newspaper Marketing sets the same goals: the editorial board strives to get the maximum profit, first of all, at the expense of the fullest satisfaction of the readers' needs. On the one hand, it achieves an increase in income as a result of the growing popularity of the newspaper (and this is possible if the readers' needs are satisfied); on the other, it tries to reduce publishing and editorial costs. In other words, the newspaper has turned into an enterprise, and the entire press is not only closely connected with the economy, covering its problems, but has also become a part of it. Usage critical aspects The market system in the press will help to ensure stable, break-even work of editorial teams, to avoid dangerous collisions in the course of market competition in the information field.

At the disposal of the editorial staff there is a so-called marketing complex - a set of controllable variable factors, the combination of which should be used to elicit a response, a positive reaction from the readers. The first element of the complex is a newspaper product, its reputation, content, design. The second element is the price of a copy of the publication (for subscribers and retail may be different). It is between the upper limit (above which it becomes expensive for the reader to buy a newspaper) and the lower (when it is unprofitable for the editor to publish a publication). The optimal denomination is set taking into account the possible perception by readers, competitors, based on the perceived value of the newspaper publication. Some editorial offices use this psychological technique: they sell a newspaper not for 1 ruble, but for 95 kopecks, and it is sold out faster. The third element is the distribution channels of the newspaper: subscription, retail. The high cost of the services of the monopolists - the Ministry of Communications and Rospechat forces the editors to look for alternative, but cheaper ways. They are found both in the center and on the periphery. In St. Petersburg, for example, the Petersburg Express commercial firm is busy distributing (subscription and delivery) seven of the city's leading newspapers. Many editorial offices resort to the help of street distributors: they sell newspapers obtained at wholesale prices at metro stations on a contractual basis, making their own small business... Finally, the last, fourth component of the marketing complex - sales promotion methods. Various editorial actions are aimed at solving this problem: contests, lotteries, readers' conferences, insurance for every tenth subscriber, etc.

Relying on the marketing mix, the editorial staff can implement its principles.

First, before offering a publication to the market, it is necessary to research the reader's market (to establish its potential capacity, the nature and size of demand for the newspaper) and to weigh its own production and marketing capabilities (what are the resources of the editorial office - financial, material, technical, creative, what is the initial , start-up capital).

Secondly, having researched the market, the editorial office must find a niche in it, in which it will be possible to sell the newspaper with less difficulty. Market segmentation is a breakdown of it into clear groups of readers for which separate publications may be required (a market segment is a collection of consumer-readers who respond in the same way to the same set of marketing incentives).

Thirdly, it is very important in the found segment, the market niche to “stake out” the product-newspaper, strengthen the position of the publication, especially if competing publications sell something similar in the same niche.

Fourth, the editors should to respond flexibly to the demands of changing reader demand.

Fifthly, we must not forget about innovation, constant updating and improvement of the content and design of the newspaper, technology and organization of its production, because otherwise it is possible to fail with the positioning of the publication on the market.

Sixth, it follows plan a risk strategy to mitigate the severity of market competition.

a) Market research

The editorial board publishes a newspaper intended for certain strata or groups of society, i.e. plans calculated audience... But more or fewer people read it, and this real audience quantitatively does not coincide with the calculated one - it all depends on the level of popularity of the publication. The high authority of the latter can attract so many readers that the real audience turns out to be larger than the calculated one, i.e. the source of growth becomes potential audience... The study of the reader's market allows us to identify the volumes of the potential, estimated or real audience, which is very important in determining and adjusting the newspaper model.

At the first stage of research, in order to find out the size and composition of the potential audience, if we are talking about the creation of a general political newspaper, a territorial analysis of the population of the region where it is planned to be published is required: a possible circulation can be planned, knowing information about the total number of inhabitants, their distribution by cities, towns, and villages, about the intensity information flows... Demographic analysis is also important: age, nationality, gender, education, and the proportion of migrants are in the field of view. And when planning special editions, it is necessary to know those social strata to which the newspaper will be intended. To publish a newspaper for women, of course, you need to know how many women live in the region; if a newspaper is planned for pensioners, then information is needed about elderly people who can buy and read it.

And what part of the population is able to subscribe or buy a newspaper? Analysis is needed to answer this question. social characteristics population, their professional structure: what is the share of housewives, the unemployed, what are the incomes, the share of the wealthy and living below the poverty line, in which areas of production people work, how many of them are in commercial structures and state enterprises... It is also necessary to find out data on the economic and cultural life of the region: how many industrial enterprises there are, what products are produced, how many banks, commercial structures, what commercial network, is the share of the agricultural sector in the economy large? This is especially true if a business newspaper is being created with a specific audience, which is dominated by merchants and entrepreneurs.

And, of course, we need a psychographic analysis of the characteristics of the population (lifestyle, customs, customs, traditions, family relations), everything that influences the formation of information needs.

A few months after the release of the new newspaper, when its main characteristics are settled, you should proceed to the second stage. marketing research- study of the real audience of the publication. And here questions arise that need to be answered: what part of the potential audience are real readers, where in the region they read the newspaper, and where not; in which cities and villages it is subscribed, and where it is only bought at kiosks or from private distributors, and where it does not reach at all; how many readers subscribe to it, buy or borrow a newspaper from friends, what is the amount of unrealized circulation in different cities and regions, what explains this? The answers will give information not only about the advantages and disadvantages of the newspaper promotion and distribution system, but also about how it is received by different parts of the audience, for example, townspeople or rural residents. Demographic and social analyzes will show which representatives social groups, ages, genders, nationalities show interest in the newspaper, who is satisfied with one, and who rejects it.

Finally, it is necessary to proceed to the third stage of research: is it possible to increase the number of readers, expand the real audience at the expense of the potential one. The answer to this can be given by the readers' responses to the questionnaires published by the newspaper: how interesting and psychologically correct are the topics, language and style of publications; do they help to change life for the better; what thematic areas need to be strengthened; what can be changed in the appearance of the newspaper; what are the suggestions and wishes to journalists, etc. If research shows that the new economic conditions some of the readers will not be able to purchase the newspaper, then the circulation and the price of the copy should be changed.

In order to increase the real audience, adjustments should be made to the publication model. And here, in addition to analyzing your own newspaper, it is necessary to study the features of competing publications whose services are used by residents of the region: how many copies they distribute by subscription, and how many through retail trade how they attract the attention of readers, what are their shortcomings and problems.

An additional source of information could be letters from readers. But the latter's interest in correspondence with the editors has noticeably weakened: firstly, because, according to Art. 42 of the Law of the Russian Federation "On the Mass Media", the editorial office is not obliged to respond to letters from citizens and send these letters to organizations and officials for taking measures, secondly, because sending a letter, and it is mainly elderly people, pensioners who write, is now expensive.

As for the analysis of the production and marketing activities of the publication, research of the resource market is needed here: what are the sources of the editorial office's monetary resources, where to find journalistic personnel (at the Faculty of Journalism or in other newspapers), how to hire technical specialists - typists, programmers, proofreaders , advertising agents, etc .; with which publisher to conclude a contract for the publication of the newspaper; what technique to equip the editorial office with; where to get paper, what grade and at what price; in which news agency to buy information and photographs; who to entrust the distribution of the publication, etc.

b) Segmentation

Who is the newspaper (product) made for? Who should the publication be designed for? The answer to these questions will be the segment found by the editors, or the market niche, where the newspaper is much easier to sell. This takes into account such aspects as geographic (regional), psychographic (lifestyle, personality type, buyer status); behavioral (reason for buying, attitude to the product, readiness to perceive it, awareness, interest); demographic (gender, size and length of family, income, occupation, education, religion, nationality, etc.).

Previously, the reading public, although it had different thematic interests (professional, age, hobbies, etc.), was united around more or less unified newspapers. And if before the readers of Pravda or Izvestia differed little from each other, now they are largely different audiences, and now it is difficult to imagine a reader of Izvestia who would switch to reading Pravda, and vice versa. But along with a significant breakdown of views, the demarcation of ideological positions, the range of orientations and points of view on the problems of the current political and economic life of Russia expanded. This causes the need to expand the information market.

And in the near future there will be a mutual search: the reader will try by trial to search for “his” newspaper that best meets his needs, while newspapers will strive to have a stable, albeit not multimillion, but well-developed and studied audience. The political "face" of a newspaper in modern conditions is largely determined by the attitude towards market structures and their representatives: entrepreneurs, bankers, stockists, owners, farmers, cooperators, etc. This segment of readers has brought to life the business press, has enabled such publications as Kommersant and Delovoy Mir to stand firmly on their feet.

A part of the population nostalgic for the recent past and communist values ​​forms its own segment, which is the focus of Pravda, Soviet Russia or Molniya - the organ of the Russian Communist Workers' Party. And, say, Nezavisimaya Gazeta has a different market niche - the publication is designed for the intellectual elite and high-ranking managers.

Deepening democratization in the country, the development of market structures lead to the emergence of new segments that require information support... Among them, in particular, is the market for rural readers, which is not always noticed by journalist-publishers: when they create a newspaper in the city - regional center, they limit the range of its distribution to the city limits.

Practice gives us examples of successful market segmentation: the prosperity of the Top Secret, Anomaly, and Speed-Info newspapers, which withstand inflationary cataclysms, since the interest in these publications from certain readership groups does not disappear. Time proves the persistence of readers' interests: some like the business press, others like the entertainment press, and still others look for sports news. Considering these features, some editions, in order to attract part of the potential audience, began to release applications addressed to specific readers' segments.

v) Positioning related to sharding is the definition characteristic features product, distinguishing it from similar competing products by strengthening the position of the product in a specific segment. In 1993, Finansovye Izvestia unexpectedly entered the market niche dominated by the Kommersant-Daily and Delovoy Mir newspapers. Their founders were the editorial offices of Izvestia and the world's leading business newspaper, the Financial Times. Financial Izvestia withstood the competition and soon became a respectable publication with a circulation of 270,000 copies. The editorial team, whose average age is 30, has managed to win the trust of readers thanks to the reliability of the published information and the competence of the comments. Practically in every issue of the "Financial News" review, devoted to the leading sectors of the economy, an analysis of statistical information is given. A special place is occupied by operational material on the state of affairs in the world raw materials, commodity, stock and foreign exchange markets, provided by the editors of the "Financial Times", information on the activities of the world's leading firms and companies obtained from primary sources.

At the same time, rival newspapers coexist peacefully in relatively large readership segments if they have small circulation. So, in St. Petersburg in 1996 there were 7 editions of a medical profile: "Be healthy!", "Health without secrets", "Medicine of St. Petersburg", "Panacea", "Man and health", " Health resorts of St. Petersburg-2 ".

G) Innovation

The first issue of the newspaper "Kommersant" was published on January 8, 1990. The editorial office was then located in a tiny room. Three years later, the publishing house "Kommersant" was created. All four floors of the office are stuffed with computers and modern technologies... Per glass doors Managers work: heads of departments, issuing editors of issues, in huge enclosures (correspondent halls) reporters, rewriters, and layout designers work. And in six buildings of the complex there are 10 services that support the newspaper technically and informationally.

Many editorial offices have also switched to DTP and typesetting of their publications; began to publish an electronic version of newspapers: advertisements or important articles are recorded on floppy disks, which are then sold to those who wish, which serves as an additional source of income for the editorial staff.

Innovation is important not only technological, but also organizational, meaningful, design. The publishing house "Kaleidoscope" publishes all newspapers only in color, the publications of "Nevsky Vremya" have become more reasoned. There is a search for new forms of organizational work: in "Vecherny Petersburg", departments were abolished and the posts of editors of newspaper pages were introduced, and the St. Petersburg "Smena" was made five creative groups- each is occupied by the number of a certain day of the week. Organizational innovation can take a different course.

The creation of marketing departments in large editions is also an example of innovation. When planning events related to the newspaper market, editorial marketers do not forget about the communication policy in newspaper marketing - about the advertising of the newspaper itself. They strive to make the advertising appeal to the reader intelligible and convincing.

We have considered the marketing of periodicals. But similar problems are inherent in the electronic press. Real audience research is conducted here even more actively than in newspapers. Television ratings are regularly published in various publications. Respectable sociological services are organized at large television centers.

Radio journalism has two areas: information and music. Adhering to the former, Ekho Moskvy became the most politicized station: it was no coincidence that it was immediately closed and even arrested on the first day of the famous putsch - August 19, 1991. Some specialized stations, for example, the Moscow Avtoradio, are also strictly informational. Her program: to give as quickly as possible all the information necessary for a person driving - the condition of the streets, the introduction of restrictions, crime, road accidents, ecological problems cities and regions, service work, assistance, legal issues. The entire program is broadcasted live, filled with music and a wide variety of news.

For most radio stations, the main thing is broadcasting music, radio clips: the audience eventually gets tired of the rhythm, its deafening rigidity. Rhythm oversaturation can lead to a change in need. The same effect is borne by the abundance of the same type of information, especially if it is transmitted thoughtlessly, reporting in a joyful tone even about the death of people, accidents, explosions at enterprises.

It is possible to avoid a decrease in the interest of radio listeners if the content side of the activities of new radio stations is enriched with problematic, artistic broadcasting, an exchange of views is organized, and radio discussions are held. When the largest radio company, Radio 1, opened a radio theater festival in September 1995 called the “ramp at the microphone,” the station's ratings went up quickly. Radio listeners were attracted by musical and dramatic theater performances, radio operas, which Radio 1 began broadcasting 6-7 times a week. Ekho Moskvy is also conducting a creative search: it was one of the first to broadcast serials, making them together with the BBC under a joint venture agreement.

From a financial point of view, the following models of media functioning are observed in modern Russian journalism:

a) by the invested authorized capital: state-owned, dependent on private capital, independent, joint (editorial - a company or a government structure), Russian-foreign;

b) by organizational structure: editorial office or directorate of a television and radio company, limited liability partnership (LLP), limited liability company (LLC), closed joint-stock company (CJSC), joint-stock company (JSC), holding, publishing house, concern.

Not having sufficient own funds and state subsidies, dissatisfied with the income from advertising, the editorial offices turn to commercial structures often becoming dependent on them. This process goes in stages:

a) search for a sponsor who becomes a co-founder;

b) transformation of the media into an open joint stock company;

c) the purchase of shares in JSC, the acquisition of a controlling stake by a large financial and political troupe.

The emerging trend towards the merger of financial and industrial groups leads to the concentration in private hands of a large number of large newspapers and electronic media, and the improvement of information technology also creates the preconditions for the integration of media into a single system. All this can lead to the establishment of strict global control over the sources and channels of information, and therefore over the mass consciousness.

The economic burden of the media can be alleviated if the media enter into a single joint-stock company with monopolists dictating high prices for paper, printing services, newspaper distribution, and for electronic media - on signal distribution.

The tactics of market behavior of the newspaper, circulation and price policy edition is determined using an effective tool - marketing.