Print vs digital: cannibalism or cooperation

The article discusses the implications of expansion of glossy magazines presence on digital platforms by the example of the publishing house Conde Nast (magazines Vogue, GQ, Tatler, CN Traveler, AD). The publishing house Conde Nast is included in the process of digitalization. Currently, all Conde Nast magazines have versions on various online platforms, which are visited every month by 5.6 million unique users who view an average of 48 million pages. The information base for the study is ten expert interviews with the staff of editorial and commercial departments of the publishing house, collected in May 2016. Article describes organizational changes associated with digitalization of glossy magazines in Russia during economic crisis. It is emphasized that the development of online platforms, does not lead to loss of advertisers by print, because specifics of the brand and the price policy of the publishing house influence on choice between advertising in the print or digital version of the magazine primarily. Employees of the publishing house Conde Nast note that advertising in printed editions is preferable for premium brands, while producers of mass-market goods can opt for electronic platforms in order to save money. In addition, many brands prefer to position their product within several platforms as print as digital. Decrease in the audience of paper journals as a result of digitalization is also relatively small. Informants believe that the printed and electronic versions of the magazines perform different functions (emotional involvement or information) and are used by different audiences. In addition, different versions of magazines (print and digital) also host different content. According to the literature it also reduces the risk of cannibalization. Thus, the magazines of the publishing house Conde Nast have chosen a strategy that allows them to ensure maximum stability of both formats. Nevertheless, the development of new formats of the magazines requires certain organizational changes. Thus, the editorial staff, previously working only on printed issues, began to engage in the production of content for the website. At the same time, the staff of some departments dealing directly with digital platforms of magazines has increased. Employees of advertising departments of magazines also began to work «on two fronts», offering potential clients advertising in different formats, as well as «service packages» which include advertising in the printed version of the magazine and materials on digital platforms (including Instagram and in social networks).