The Ways of Attracting Young Audience to Business Media on the Example of RBC

This paper examines the case of RBC as a leading Russian business media. The bulk of its readers are people over 55 years old. However, the media has a goal to rejuvenate its audience, particularly, to attract young people aged from 18 to 24 years. This market is highly competitive, as today not only traditional mass media are fighting for the user's attention in the media market, but also social networks, aggregators and i messengers . The audience, however, prefers a limited list of infrormation sources. In the framework of this paper such behavior is considered as a strategy for overcoming information overload. Therefore, the most effective way to attract the audience is to integrate to the zone of its actual attention and not try to distract. This work answers the questions about which media the audience's attention s focused on and how RBC can integrate there.