ANALYSIS OF PROBLEMS AND RISKS OF THE PROCESS OF CONSOLIDATION AND STRENTHENING OF MODERN PRINT MEDIA
A.V. Khmelev
Siberian State University of Telecommunications and Informatics, Gurievskaya str., 51, Novosibirsk, Novosibirsk Region, 630102
Keywords: усиления, сегменты, рынок, каннибализм, имидж, strengthening, segments, market, cannibalism, image
Abstract
The article studies the matters regarding the risks, which may arise in the process of strengthening of a company according to the method of creation of the second publication or acquisition of the existing media. The theory of «cannibalism» by Jean-Jacques Lambin in relation to media is reviewed; the theoretical analysis of the possible scenarios of the theory development is carried out as well. Besides, the possibility of assimilation of the image of the acquired publication, as well as strengthening or altering own image, is analyzed.
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