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Paywall as an Alternative to Advertising Business Model for Modern Russian Media

Student: Skorik Aleksei

Supervisor: Mikhail L. Berger

Faculty: Faculty of Creative Industries

Educational Programme: Media Management (Master)

Year of Graduation: 2018

This work explores the development of paywall on the Russian media market. Analysing the largest Russian paywall media, as well as studying foreign trends, the author proves that paywall makes a real alternative to the traditional advertising business model. Besides, the work includes a content analysis of the most popular information TV program broadcasted on the TV Rain. Finally, there are some practical recommendations on the content to be used in paywall model in Russia.

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