Digital Strategy of Glossy Magazines and its Role in Obtaining Advertising Budgets

The main topic of this work is glossy media business using the example of Condé Nast Russia. Main goal of the publishing house is to obtain maximum profit, the traditional models of which are insufficient in modern media environment. In 2018, competing falls not only within publishers of glossy press, but within global digital space, which includes young digital giants. To achieve the goals set in the work, the author carried out work on studying the tools that underlie the competitive advantages of the media company; examined the ways and mechanisms of accumulating and improving the quality of these resources at Condé Nast Russia. Goals and tasks set in the work were achieved by empirical research methods. The result of this work is a conclusion on the key differences and peculiarities in the digital strategy of glossy editions from other print media, as well as the identification of potential drivers for the growth of the traditional media company in 2018-2020, based on the preferences of the young audience and international trends in the media market.