Emerging Internet media with technical advantages，For free of information for its information、Fast spread and wide coverage，Quickly occupied the vast audience market。The Internet will bring shocks to the media of all countries around the world，Russia Mo Neng，Its traditional media also faces the dilemma of development。The circulation of newspapers and periodicals is reduced year by year，Subscribe number、Subscribe to revenue decreases with it，Calling advertising revenue shrinks，Then form a vicious cycle。To adapt to the new media environment，The Russian traditional media industry has begun to transform media integration。

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Since 2015，Russian newspapers and periodical media have been in the most difficult period in its development history。On the one hand，Squeezed by the new media，Revenue reduction sharply; on the other hand，The economic situation that has gradually depressed due to Western sanctions makes newspapers and periodicals、Print、The cost of issuance has risen nearly twice。Traditional media living in the gaps to seek a larger market，Turn the business to the network。Whether it is active or passive changes，Russian traditional media under the dual driver of technology and market conducts a merit of media fusion。

Russian media fusion of a relatively successful case is Russia Business Consulting Holding Group (RBC)，Its predecessor was the Russian Business Consulting News Agency, which was established in 1993。The current RBC Group Headquarters is Bet365 app download located in Moscow，There are three major blocks in the business -network、TV and newspapers，Among them, the Internet lives in the main position。According to statistics，RBC has 19 mobile clients、More than 20 portals，Involved in business information、Sports、Entrepreneurs、Real Estate and Life。Its products ranked in the top three for a long time in Russia's network ranking，Become the most influential media company in Russia。Group also announced that it will further develop the Internet's resources and services，At the same time, take into account the radio and television business，and newspapers are considered an important guarantee for maintaining the authority of the company。other，RBC also provides customers with an online entrepreneurial platform，Hold a number of commercial competitions offline。

In terms of content production，RBC Group has a unified information production center RBC360，Where the information is processed according to the characteristics of different platforms，To achieve network resources and newspapers、Cycle use of radio and television media content。At the same time，The company's positioning of various communication channels is very clear: the main time of the network releases instant information，Radio and Television Channel Play Talk Program or other video resources，The newspapers and magazines are published in a serious analysis article。

The Group's strategic design is to provide as much information and analysis articles to the audience in the shortest time，Eliminate the boundary between the RBC platforms，This strategy aims to maximize the audience，Make the business model optimize。This model makes full use of the advantages Bet365 lotto review of media fusion，attracted to having medium and high income、A good education、Young groups pursuing the quality of life。RBC transmits from simple information to maximum use of multimedia，It is a typical portrayal of media fusion。

　Hidden concerns of the fusion of the Russian media

Russian scholar VARTANOVA understands the fusion as a multi -process intercourse、Interactive，The process of merging into one。The actual foundation of media fusion is digitalization，It eliminates the boundary between different media，Open the channel for information dissemination，Makes information dissemination from being hindered because the platform is different。Media fusion with the help of existing technical means，Adhere to the principle of cross -media in terms of information transmission，That is the text of the text，Multi -channel distribution。Media fusion in the new media environment has changed the ecology of the Russian journalist，This new ecology has greatly improved the timeliness and arrival rate of news。But，Media fusion is not just technical and channel problems，It is not just infinite possibilities，Media fusion will also bring negative effects and some limitations，For example, to a certain extent, the homogeneity and unreliable information of the information、Career Crisis、Excessive commercialization, etc.。

Such as Russian scholar Kolesnichenko (Kolesnichenko) pointed out，The reporter is motivated，Start paying attention to the view of the article、Reading and reprint capacity，In order to cater to the audience, only the "popular" topic，instead of serious news。Another，In the environment of social media environment, information exchange becomes democratic，Everyone Bet365 app download has been given the opportunity to speak，The reporter lost the monopoly position in information communication，This affects its occupational identity。

Competition between media integration between the media fusion is even more intense，The operators of Russian media companies in order to reduce expenses，Unwilling to train reporters，At the same time, I also want to improve the work efficiency and corporate profit of reporters。So，Due to the lack of professionalism in reporters，There are fewer and fewer views in the publication，and homogeneous fact information increasingly more and more，and most of them are not confirmed。Therefore，Valdanova Call for，The main purpose of making news should not be the pursuit of commercial interests，Instead of producing reliable messages and providing analysis views。The media should first represent social needs，Then it is the interests of the relevant group。

　　Prospects of the integration of Russian media

According to the data of the German survey company GFK (GFK) Russian branch data, it shows，The number of netizens over 16 years old in Russia in 2018 reached 90 million people，3 million people over 2017，The number of netizens accounted for 75.4%of the total number of adults。Another，The usage rate of mobile Internet increases year by year，The proportion of mobile Internet in 2018 accounted for 61%of the entire network used，2017 56%。

2018 Russian newspapers and periodicals have decreased by 8%-10%，Publication production costs rising。The advertising revenue of federal -level newspapers is reduced by 12%compared to the previous year，Local newspapers and periodical revenue decreased by 27%。The government allocates a large amount of funds to the editors every year Bet365 lotto review to maintain its normal operation。To survive，Traditional newspapers began to move to the Internet，Launched website、Mobile client、Social media and push service。

It can be seen from the above data，On the one hand, Russia's traditional media have been strongly impacted by the Internet，Facing difficulties; on the other hand, the media contact habits of Russian audience make the digital process of traditional media slow，Especially older generations are conservatively on the Internet，Therefore, to a certain extent, the status and character of the traditional media have been kept。Facing the impact of the Internet，Russian traditional media in the future is not good，But the urgency of media fusion is not so strong。Take newspapers and periodical media as an example，There are three reasons for the following three aspects。

First，Russian network communication facilities are relatively backward，Domestic "Number Inequerity Phenomenon" is more obvious。Information technology is based on strong infrastructure。Russia's economic development is slow，And regional development uneven，Moscow、Saint Petersburg and other large cities and other cities、Villages are very different in the construction of network infrastructure。Russia's vast，It has not yet covered the network in many distant areas，The audience in these areas still tends to choose traditional paper newspapers and television。

Next，Russian audience overall reading has high literacy，Most people have the habit of reading serious literature，Some cities have the social atmosphere of "reading for the whole people"。But there are differences in intergenerational reading habits。The Internet has a deeper impact on bet365 best casino games the Russian youth generation，and the older generation still adheres to the traditional media contact habit，The favor of reading newspapers and magazines has a certain living space in Russia。

again，The choice tendency of the Russian audience。Internet media is full of unsolved unr considerately、homogeneous、Vulgar information，This kind of information is exhausted for the audience，Quality of information、Reality and authority are the powerful advantages of paper media。In Russia，Newspapers media still assume the role of high -quality information communicators。

Generally speaking，The media fusion process of the Russian media is to conform to the trend of the information technology revolution，Also to occupy more markets，It develops under the two -wheel drive of technology and market。Traditional media and new media have both competition and cooperation in this process。It is worth noting that，There is a new trend in the Russian media market: except for traditional media to digital transformation，Companies sent by online media have also begun publishing paper newspapers，This is the mutual integration of traditional media and new media。For example，Russia's international fashion website "style.com" began to release paper magazines，Another online business newspaper "Marker" also published paper version，and publishes as a sub -publication of the Message。You can foresee，Due to the reading characteristics of the Russian audience，Paper Media will still play an important role in the process of integration of the Russian media。

　　(This article is the major project of the National Social Science Fund "Sino -Russian Media Exchange、Study on the Construction of Strategic Communication and Global Governance "(16ZDA217) phased achievement)

　　(Author Unit: School of Journalism, Renmin University of China)