Corporate Media as a Class Press: Access to a Mass Audience

Section: Periodical Press

The article is devoted to the conditions of functioning of the corporate media at the Russian media market. Considering the purposes and reader addresses of the corporate media, the author draws attention to the great potential of such publications associated with broad market coverage and effective communication with the public. A content analysis of corporate publications was conducted, the results of which became basis for recommendations for the ways of presenting information about the company to internal and external groups of audience. The author demonstrated that custom media can use competitive business models and along with so-called traditional media apply for the mass audience attention.