Reading Preferences of the Audience of Business Media (the Case of the Vedomosti Newspaper Website)

Download paper
Emma B. Terchenko

Senior Public Relations Specialist at Deloitte, Moscow, Russia


Section: Modern Journalism: Subjects and Issues

The paper presents the result of an analysis of web metrics of the Vedomosti newspaper website. Its purpose is to identify the main reading preferences of the business media audience. The main issue of the article is readers’ thematic preferences: which topics and why the audience for a business publication tends to choose. The study was conducted by the method of quantitative and qualitative analysis of the most popular texts of Vedomosti in 2017. The main conclusion is that business and economics become less and less interesting for business media readers, which makes these media universal rather than thematic. However, despite the fact that in the first place a business media reader chooses articles drawing on his personal life, in such media he is attracted by a historically established high-quality brand. This is the main reason for readers’ loyalty to Russian business media. In addition, the author of the paper discovered and formulated that there are three main reasons why the reader prefers this or that article in business publications: it concerns him personally, or it concerns his work, or it concerns famous people.

Keywords: the Internet, media, audience, business publications, audience preferences
DOI: 10.30547/vestnik.journ.1.2020.4258


Amzin A. A. (2012) Novostnaja internet-zhurnalistika: uchebn. posobie [Online News Journalism: a Study Guide for University Students]. Moscow: Aspekt Press Publ. (In Russian)

Balmaeva S., Lukina M. (2016) Kak novye media izmenili zhurnalistiku. 2012—2016 [How New Media Have Changed Journalism. 2012–2016]. Ekaterinburg: Gumanitarnyj universitet Publ. (In Russian)

Boczkowski P., Eugenia E. (2010) Is There a Gap between the News Choices of Journalists and Consumers? A Relational and Dynamic Approach. International Journal of Press / Politics 15: 415–431. DOI:

December J. (1996) Units of analysis for Internet communication. Journal of Communication 46 (1): 14—38. DOI:

Johnson T., Kelly J. (2003) Have New Media Editors Abandoned the Old Media Ideals? The journalistic values of online newspaper editors. New Jersey Journal of Communication 11 (2): 119–132. DOI:

Kachkaeva A. G. (ed.) (2010) Zhurnalistika i konvergencija: pochemu i kak tradicionnye SMI prevrashhajutsja v mul’timedijnye [Journalism and Conversion: How and Why Traditional Media Become Multimedia]. Moscow. (In Russian)

Katz E., Gurevitch M., Haas H. (1973) On the use of the mass media for important things. American Sociological Review 38 (2): 164—181.

MacGregor P. (2007) Tracking The Online Audience. Journalism Studies 8: 160–175. DOI:

McQuail, D., Blumler, J., Brown, J. (1972) The television audience: A revised perspective. In D. McQuail (ed.) Sociology of mass communications. Pp. 135–165.

Napoli P. (2012) Audience Evolution and the Future of Audience Research. International Journal on Media Management 14: 80–97. DOI:

Polujehtova I. A. (2012) Sociologija massovyh kommunikacij: kurs lekcij: v 2 ch. Ch. 1 [Sociology of Mass Communications: a course of lectures: in 2 parts. P. 1]. Moscow: Izd-vo Mosk. gumanit. un-ta. (In Russian)

Quan-Haase A., Young A. (2010) Uses and Gratifications of Social Media: A Comparison of Facebook and Instant Messaging. Bulletin of Science, Technology & Society 30: 350—361. DOI:

Sharojan S. V. (2017) Faktory chitatel’skogo predpochtenija auditorii delovyh SMI (na primere sajta RBK) [Factors of Reading Preferences of the Online Business Media Audience (a Case Study of the RBC Website)]. Vestn. Mosk. un-ta. Ser. 10: Zhurnalistika 4: 98–118. (In Russian)

Svitich L. G. (2005) Sociologija zhurnalistiki: uchebn. posobie [Sociology of Journalism: a Study Guide]. Moscow: IMPJe im. A.S. Griboedova. (In Russian)

Vartanova E. L. (2014) Postsovetskie transformacii rossijskih SMI i zhurnalistiki [Post-Soviet Transformations of the Russian Media and Journalism]. Moscow: MediaMir Publ. (In Russian)

Zheng N., Chyi H. I., Kaufhold K. (2012) Capturing «Human Bandwidth»: A Multidimensional Model for Measuring Attention on Web Sites. International Journal on Media Management 14: 87–101. DOI: