Features of Management Fashion Media Editorial Board in the Context of Digitalization

Thesis of Master`s dissertation is devoted to the study of the features of management fashion media editorial board in the context of digitalization. In the modern reality, the concept of «glossy magazine» inevitably becomes outdated and transformed into a «fashion-media brand» in order to the interests of the audience. In this dissertation, the author describes the existing management theories that may be applicable to the current state of the editorial board of a glossy magazine, as well as the development trends of fashion publications and their position in the media market in Russia and around the world during the crisis caused by the COVID-19 pandemic. In connection with the integration of media into the digital, glossy magazines need to develop digital communication channels and change their information policy in accordance with the needs and interests of the audience. According to the author, today a glossy magazine should cover not only the fashionable and cultural agenda, but also involve the social one. The implementation into the digital for glossy magazines and the transformation of their main management strategies are studied by the author based on the example of the Russian versions of Vogue, Glamour and ELLE magazines.