The diagnostics of causes of errors in digital magazine
Student: D`yachenko Yuliya
Supervisor: Nadezhda L. Titova
Faculty: Faculty of Management
Educational Programme: Bachelor
Year of Graduation: 2014
<p>The problem of analyzed company is the reducing of the efficiency because of the errors, which are typical for the area of online media.</p><p>The aim of the study is to identify the factors that provoke various errors in the online journal Allure.ru.</p><p>Object of research is digital-edition Allure.ru, owned by international publishing house Conde Nast. The theme of this magazine is the beauty, and the site consists along with the printed version of the magazine. It was founded in August 2012. The target audience of the magazine is women aged 25-35 years with income at the average and above average levels. The geography audience of the magazine includes Russia, Belarus, Ukraine, Kazakhstan, USA. The number of unique visitors is about 720,000 people a month.</p><p>The subject of the research is mistakes made during the filling of the site Allure.ru.</p><p>The objectives of the study, the methods of achieving them and the findings are following:</p><p>1) To consider on the basis of theoretical sources, and statistical data:</p><p>• the dynamics of the development of digital-media;</p><p>• the differences between it and traditional media;</p><p>• the methods of evaluation of the effectiveness of today's Internet publications;</p><p>• the major difficulties in their functioning of online magazines</p><p>The findings are following:</p><p>• digital-media appeared about 20 years ago and now it is the rapidly developing field of journalism, displacing the print media from the market;</p><p>• online-magazines have a number of features, such as dynamic mode, remote collaboration, the combination of a single platform features several traditional media, that require a specific approach to the management of their activities and cause some problems in achieving the efficiency of Internet publications.</p><p>2) To identify the specific problems of digital-edition Allure which prevent it from effective functioning. The basic method of this task is keeping a diary of observations for a month, reflecting the following parameters of errors occurring on the site:</p><p>• Type of error;</p><p>• Its immediate cause;</p><p>• Person, which is responsible for the mistake;</p><p>• The time to fix the mistake;</p><p>• The consequences of the error.</p><p>On the basis of summarized information it was built the classification of problems caused by on Allure.ru:</p><p>• the low literacy of articles;</p><p>• the low-quality visualisation;</p><p>• the low number of subscribers in social networks;</p><p>• the poor planning and coordination.</p><p>3) To diagnose the root causes of the problems of the site to identify management factors that reduce the effectiveness of the publication. The method is in-depth interviews with the staff of Allure.ru.</p><p> </p><p>The findings are the major shortcomings in the organizational activities of Allure:</p><p>• the lack of staff in certain departments (proofreading, Photography Department, IT-department, analysts);</p><p>• the lack of a clear allocation of responsibility for content and presentation materials;</p><p>• the low involvement in digital activities of employees of the print version;</p><p>• the ack of training the staff skills;</p><p>• the ineffective policy of communication with the audience.</p><p> </p><p>On the basis of the work done the proposals to reducing the number of errors were formulated& They are following:</p><p>• to increase the involvement in digital activities of employees of the print version of Allure;</p><p>• to provide training to enhance the professional skills of digital-staff of Conde Nast;</p><p>• to maintain a spreadsheet that will allow planning materials for an unlimited time ahead and assign responsible persons for their implementation;</p><p>• to use in the social networks the "deferred materials", increasing the possibility of control over their content;</p><p>• to increase the number of employees in strategically important departmens of the organization.</p>
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