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Journalists in Russian Magazines

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Svetlana Pasti BASEES Conference Project ‘Success factors of Russian magazines’ Aleksanteri-Institute Fitzwilliam College svetlana.pasti@uta.fi Cambridge, 27-29 March 2010

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Russian magazines

20.433 magazines were registered in 2008 a half was published (FARMC 2009, 29) Aggregate circulation -2.1 billion copies

In 1979 – twice less: 5265 magazines issued Aggregate circulation – 3.2 billion copies

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Most popular Soviet magazines:million audiences Murzilka (5.6) Veselye kartinki (5.5) Krokodil (5.1) Nauka i zhiznj (2.9) Vokrug sveta (2.7) Za rulem (2.7) Sovetskii ekran (2.3) Ogonek (2.1) Roman-gazeta (2) Junostj (2) Tekhika - molodezhi (1.5)

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Most popular Russian magazines: million audiences Antenna Telesemj (11.3) Cosmopolitan (6.7) Za rulem (6.2) Karavan istorii (4.2) 7 Dnei (4) Vokrug sveta (3.7) Telenedelya (3.5) Liza (3.4)

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Questions

Who does represent magazine journalism in Russia?

What is different from other media professionals?

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Stage of the study

Frequen-cy Percent

Valid Percent Cumulative Percent

Dagomys260 32,5 32,5 32,5

Regions 536 67,5 67,5 100,0

Total796 100,0 100,0

Tables 1 Stages of study

Survey of Russian journalists, 2008

77

Locality

Big city: Metropolis Moscow and St Petersburg, other cities with one million of population and more

Middle sized city: 999.000-200.000

Smaller city: under 200 000

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Medium % of journalistsDailies 21.3Weeklies 37.7Magazine weeklies 3.2Magazine monthly 10.1News service 1.9Television 12.7Radio 6.2Internet media 4.8Press-service 3.3Another newspaper 2.4Other 7.7

Table 2 Estimated Workforce in Sample

Sample

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Magazine Locality Weekly magazines: 73% -big cities 27 % - middle sized cities Monthly magazines: 57 % big cities 29% - middle sized cities 14% -smaller cities

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Magazine Agenda

Weekly magazines mostly: economy, finances, politics, cinema and

television, health, advertising

Monthly magazines mostly: economy, finances, culture and leisure,

politics, woman’ interests and advertising

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Age Weekly Magazine (%)

Monthly Magazine (%)

Under 30 39 42

30-39 43 20

40-49 13 17

50-59 0 8

60 and over 4 10

Table 3 Age of a journalist

Age

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Career developments:newcomers in the 2000s Weekly magazines: 82%

Monthly magazine: 89%

Radio: 82% The Internet media : 94% Dailies: 60%

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Career developments:professional newcomers Weeklies: 82% from newspapers 9% from other jobs 4% from television 4 % true beginners (first work place)

Monthlies: 19 % from other monthlies 37% from newspapers 19% from other jobs 6% from television and 5% from radio 8% true beginners (first work place)

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ClassSocial positionof farther

Weekly magazine (%)

Monthly magazine (%)

Top manager 0 22

Middle manager 14 18

Supervisor 9 5

Other professional 41 27

Journalist/Editor 0 3

Clerk (without high education)

4 3

Worker 27 17

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Journalistic generations

Weeklies: 2/3 of Transitional generation (1992-1999): 1/3 of the Post-2000 generation

Monthlies: 1/2 of the Post-2000 generation 1/2 of Transitional generation (1992-1999) and Soviet generation (until 1992)

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Gender

Weeklies: 58% females (42% males)

Monthlies: 57% females (43% males)

The biggest number of males: Other paper: 47% males Dailies: 45% males The Internet: 45 % males

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40,5

46,7

42,1

32,0

44,7

43,8

40,0

25,0

43,0

41,7

34,5

45,5

59,5

53,3

57,9

68,0

55,3

56,3

60,0

75,0

57,0

58,3

65,5

54,5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Total

Other paper

Other paper

Press-service

Internent media

Radio

TV

News agency

Monthly magazine

Weekly magazine

Weekly paper

Daily paper

Men

Women

Figure 1. Proportion of men and women in different media.

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Gender distributions in fields of coverage

38,4

23,7

40,9

100,0

21,1

26,0

28,6

50,0

43,8

40,0

43,5

25,6

33,9

25,0

33,3

35,3

100,0

72,0

16,7

33,3

30,0

46,2

41,4

46,3

50,4

61,6

76,3

59,1

,0

78,9

74,0

71,4

50,0

56,3

60,0

56,5

74,4

66,1

75,0

66,7

64,7

,0

28,0

83,3

66,7

70,0

53,8

58,6

53,8

49,6

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Consumer information

Culture, leisure

Gardening

Family

Advertisement

Travel

Religious life

Famous and wealthy

Health

Crime

Youth

Local news

Theater, musicl

Men's interest

Repair and construction

Computers and high-tech

Sports

Popular music

Movies, TV

Women's interest

Cars

Finance

Economy

Poliltics

Мужчина

Женщина

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Education

Media Journalist Full/part (%)

Other (%)

Magazines weekly 70 30

Magazines monthly 50 50

Radio News agency

30 70

Daily, internet media

50 50

Television 39 61

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Salary & Second job

Second jobSalary in rubles:

Weekly (%)2/3

Monthly (%)2/3

10.001-20.000 35 38

20.001-30.000 26 28

30.001-40.000 9 10

40.001-50.000 9 10

50.001-70.000 0 5

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Motivation

Common with others : Creative work Writing for media Communication with people Distinctive for magazines: Flexible work hours A good editorial climate Fellowship (dialogue) with colleagues

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Perceptions on professionalism Common: Professional experience in the media Professional education and training Ethics is not obligatory

Distinctive: Knowledge on audience (magazines) Internet (news agencies)

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Assessment of their media: Their media does a good job: In general - 40%

Monthly magazines -64% Weekly magazines - 56% News Agencies – 60 % The Internet media – 68% Radio -40% Daily Press -36%

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Ethics in magazines

Work methods maybe justifying by majority/half

1. Payment for confidential information 2.Use confidential information without authorization 3.Claiming to be somebody to gain information 4.Take up employment to get inside information 5.Use hidden cameras and microphones 6. Publish facts from private life 7. Actors for dramatization

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Corrupt materials

Question ‘Did you happen to make illegal ordered materials in the last 12 months?’ Positively:

Monthly magazines: 65% Weekly magazines: 30% Television: 66% Radio: 57% News Agencies: 40% Internet: 50% Daily newspapers: 49% Weekly newspapers: 53% Other newspaper: 27%

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Disapproved this illegal practice Monthly magazines: 12% Weekly magazines: 18% Television: 8% Radio: 12% News Agencies: 30% Internet: 15% Daily newspapers: 21% Weekly newspapers: 13% Other newspaper: 20%

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Audience has more interest in breaking news than analysis Agreed: 2/3 of respondents in general

Television – 66% (max. rate)

Monthly magazines -25% (minim.rate)

Weekly magazines- 30%

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Audience is interested in entertainment and popular, a little interest in serious journalism Agreed: Television: 55% Internet: 50% Weekly papers: 45%

Weekly magazines:42%

Monthly magazines: 35%

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Audience is gullible and easily deceived it Disagreed fully and fairly: Weekly magazines: 48% Monthly magazines: 42% Radio: 57% Weekly papers: 44% Television: 39% Daily papers: 42 Internet: 40% News Agencies: 40

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Table 4 Job satisfaction

Reasons for satisfaction Fully and chiefly satisfied in %

Weekly Monthly General Sample

1. to independently decide how and what to write, to tell

77.3 74.6 64.7

2. to help people 68.2 53.4 64.23. Political line 77.3 58.6 60.14. Job security, social security 63.7 75.0 51.65. Opportunities for better qualification 63.6 52.5 51.16. to influence society 55.0 43.3 48.97. Opportunities for second job 72.7 70.2 48.48. Opportunities to grow in the post 31.8 51.6 42.19. Salary 54.5 43.3 38.810. for a career via journalism in politics, state service, business

47.6 32.7 37.7

11. Political independence of the profession 63.6 53.4 37.112. Extra privileges 33.3 40.0 36.7

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Taking the Pulse of the Nation Levada Centre Survey, January-February 2010) Things are heading to right direction:

46% of population in Russia 58% under 25 years old 67% among students Approval of Putin – 78% Approval of Medvedev -75%

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Role of Institutes in Russia (Levada Centre Survey, 2010)2001 2005 2010

President 1 1 1

Oligarchs, bankers 2 2 3

Government 3 6 2

Media 4 4 8

Governors 5 8 9

Directors of big plants 6 10 14

Army 7 7 6

FSB 8 3 5

Sovet Federatsii Upper Chamber P.

9 3 10

Church 10 11 12

Presidential Administration 11 5 4

Public prosecutor’s office 12 9 7

State Duma 13 14 13

Court 14 12 11

Political parties 15 15 15

Intelligensia 16 16 16

Trade Unions 17 17 17

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Conclusion A magazine in a high demand In various hypostases: product of culture and technology a commodity for consumption -a product of

economy a vehicle to promote business an image resource for the political class - a

tool of politics a place of job for journalists and other

professionals

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Magazine as a vector of cultural dynamic From the high literature and popular science

towards the light genre and popular culture where the main interest is in what does television show?

From Nauka i zhiznj (2.9) and Roman-gazeta (2) to Antenna Telesemj (11.3) and Cosmopollitan (6.7)

From literature-centered reading nation to television watching nation that provided the greatest popularity for these magazines.

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Magazine Journalists: Trendsetters and persons of dominant influence in society

guides in the market of goods and services educators in the world of beauty and glamour advisers what to buy, where to travel, etc mediators between a dream of their readers

and successful stories of their publications heroes in real life

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A magazine journalist Age - Under 40 Place – Big, middle city – better econ. Situation Social position: Middle class& well-being family Professional: Highly educated and experienced Privilege for Second job Media line to be approved Conformist approach: indifferent to politics and

ethics Loved work: creative, less routine, communication,

self-education and self-expression Interest in audience as a partner