REGIONAL PUBLISHING HOUSES: EXIT TO THE VIRTUAL SPACE (A CASE OF NOVOSIBIRSK PRINTING OFFICES)
O.N. Alshevskaya1, S.A. Tarasova2, A.G. Pustotina3
1State Public Scientific-Technological Library SB RAS, 15, Voskhod, Novosibirsk, 630200, Russia
2Novosibirsk State Regional Scientific Library, 6, Sovetskaya Str, Novosibirsk, 630007, Russia
3Institute of Philology, Mass Information and Psychology, Novosibirsk State Pedagogical University, 99/1, Petukhova Str., Ap.64, Novosibirsk, 630022, Russia
Keywords: региональные книжные издательства, Интернет, интернет-торговля, социальные сети, аккаунт, инфраструктура чтения, regional book publishers, Internet, Internet commerce, social networks, account, reading infrastructure
Abstract
The article by O.N. Alshevskaya, S.A. Tarasova and A.G. Pustotina «Regional publishing houses: exit to the virtual space (a case of Novosibirsk printing offices)» is devoted to PR activities of regional publishing houses on promoting their brands and products in the Internet. There are several levels of applying the Internet by book business enterprises. Over time, businesses are gradually moving from one level to another or starting to run several parallel directions. The number of publishing and book-selling organizations, which have access to the Internet, grows in the capital and regions of Russia. The most common (at the federal level) forms of books promotion in the Internet are the following: active support for own website (93 %), promotion in social networks (52 %), blogging (37 %), participation in forums (30 %), contextual advertising in the Internet (26 %), direct advertising in the Internet (19 %). In 2016 studying the promotion in the Internet of publishing houses and organizations was carried out in Novosibirsk - the third megalopolis of the country, the largest city beyond the Urals. The research results revealed insufficient representation of publishers in the Internet: the site presence (75 %); availability of an online bookstore (19 %); maintaining groups or pages in social networks (18 %). The accounts in social networks and their activity become especially important under modern conditions. Despite wide opportunities for interaction with the public and minimal financial costs of the publishers, only 10 Novosibirsk publishing houses (18 %) use social networks as a way of promoting their own products, and communication with the reader. Along with this, the study has revealed purposeful activity of other organizations of the regional infrastructure to promote the reading (libraries, bookstores, book fairs, etc.). In general, the authors have ascertained existing and dynamic development of the local book promotion infrastructure in the virtual space.
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