Advertising publications in Russia

The book is devoted to the description of the basic principles of functioning of advertising publications on the market of modern Russian periodicals. The appearance of advertising publications in Russia was the result of democratic reforms in the country. The work considers advertising publications in a historical retrospective, from their appearance to their current state, analyzes problems of typologization of advertising publications and reveals typological features of advertising newspapers and magazines, also considers the specifics of advertising genres and gives their definition. The book presents an analysis of interaction between mass media and advertising based on the operation of advertising publications, which allows practicing journalists to establish methods of involving advertising in information processes that are compatible with the principles of publications, and advertising specialists to build media strategies using the advantages of this relationship to the maximum extent possible. In addition, the work can be of direct practical value to publishers and editors of local newspapers as an example of developing a concept for advertising publications that takes into account how it can be effectively implemented.