Regional press in a multi-platform condition: the example of the newspaper «Nizhegorodskaya pravda»

Abstract

The digital transformation of the printed press, being an important condition for a successful media strategy of modern media, poses the task of attracting and retaining a readership, its qualitative and quantitative expansion. Multi-format and multi-platform are becoming important trends in the development of mass media, making it possible to optimize interaction with target audience groups.

The author of the article focuses on an analysis of practical experience in the development of the regional printed press in a multi- platform environment, which entails both a quantitative increase in communication platforms and a qualitative transformation of interaction with target audience groups, an expansion of technological methods for the formation and “packaging” of content. During the study, the author used typological, structural-functional and comparative methods. The subject of the analysis was the experience of digitalization of the oldest regional newspaper «Nizhegorodskaya Pravda», which demonstrates active creative development of communication platforms and strives to strengthen interaction with the reader. Today, the newspaper has not only a modern website, but also rapidly developing communities on social networks, video hosting sites, and instant messengers.

Using the example of resources used to promote content, the specifics of the formation and distribution of an information product, the use of new technological formats and methods of interaction with the audience, and the search for creative ways to achieve qualitative and quantitative growth of target audience groups are analyzed.
The study draws a conclusion about the effectiveness of the Nizhegorodskaya Pravda editorial team’s development of digital communication platforms, which is reflected both in an increase in the number of subscribers and an increase in their involvement. The newspaper’s obvious desire for multi-format and multi-platform is noted, which is dictated by the successfully implemented desire for quantitative and qualitative growth in the coverage and involvement of target audience groups.