Business Strategy Based on User-Generated Content: Russian Mass Media Experience
Download paperPhD in Philology, Associate Professor at the Chair of Journalism, Russian State Social University, Moscow, Russia
e-mail: kat-journ@yandex.ruSection: New Media
During the crisis the reduction of costs on media content is extremely important. Some experts believe that the media business strategy based on the use of UGC resources can help to reduce the cost of media product. The author has tried to analyze the effectiveness of this strategy. In the 2014-2015 we conducted in-depth interviews with the site editors and top managers of Russian media companies. We have concluded that this strategy has attracted a lot of criticism.
References:
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