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model of "a newspaper family»: appendices and thematic releases


Segmentation of the consumer market - one of tools of advancement of information production. In the appendix to studying of a children's audience it means, that it is important to define reader's requirements of children and teenagers, their hobbies, specific thematic interests thus as much as possible to personify dialogue.
Obvious segmentation of the market of children's editions, as a matter of fact, is a natural consequence of necessity to satisfy
The differentiated information requirements of children, considering socially-psychological features of different children's groups and character of consumption of the information. Segmentation is possible in two directions: thematic (to let out uzkoprofilnye thematic editions) and auditornom (the edition is directed not on the mass reader, and on a certain age category).
Let's designate possible vectors of thematic segmentation of children's editions: hobbies (sports, music, art, the literature, a fashion, animals and so forth), creed, a subject orientation (ecology, chemistry, physics, study of local lore and so forth). More often thematic isolation is expressed in release of separate appendices though it is not always profitable as interests of a children's audience are too mobile and izmenchivy. Therefore children's newspapers in the majority have the expanded headings or thematic vkladki, practise thematic releases. As a separate segment also it is possible to allocate also samizdatovskie appendices to the basic children's edition.
Age segmentation is based on the stages of children's development specified by children's psychology according to which as we already mentioned, I.A.Rudenko allocates four types of editions: for preschool children, for younger schoolboys, for teenagers, for
Senior pupils.
Presence of appendices in the children's newspaper - already some kind of uniqueness. For illumination of "practical" efficiency of segmentation
The consumer market we will stop on the models of domestic children's newspapers considered by us above which have thematic appendices.
«Young Moscow» and "Olimpionik" - appendices «Pioneer truth» - not only logic continuation of the newspaper, but also an embodiment of different thematic directions.
The appendix «Young Moscow» (leaves since September, 1st, 1995) continues tradition of educational journalism: shines
Literary, cultural events of a modern children's and youth life of capital, and also tells about the calendar historical events of the country connected with a city; it is a lot of the materials devoted
Popularisations of cultural achievements and directed on education of young generation (for example 2010: activity is shined
Inter-regional charitable public fund «New names»; reportings from a concert «Culture - to the third millenium. Generation - a century ХХ1», with HUP the All-Russia scientific conference of young researchers «the Step to the future», from VI All-Russia exhibition - of fair of the educational and children's literature "Read" and so forth) [310 [311] [312]. All materials about cultural-educational events are united by time and participation in them of children. There are letters of children, but sobytijnyj a component - the operative information - is fixed by regular correspondents. In "Olimpionike" finds reflexion "sports" subjects: aerobics, hockey, chess, figure skating, fencing, boxing, struggle, shooting, mountain skiing, youth ski expeditions and under.
One of traditional seasonal projects - «School of the young skier». Style: emotionally, capaciously, laconically, sports slang. Genres: reportings, news, interview to participants and winners of Olympic games.
So, edition of "the Pioneer truth» in the course of modelling of thematic appendices of the newspaper as a whole is guided by group of young readers - inhabitants of Moscow. The content "Olimpionika" reflects the social order on propagation of a healthy way of life, sports popularisation: materials distracted, often chaotic, have survey character.
Let's address to thematic releases and appendices of the Lipetsk regional children's newspaper «Gold key». It is necessary to consider as the appendix "Transformation", thematic release - "Russula". Short
Let's stop on their substantial models.
"Russula" - ecological release which has the name, subjects, a rubrication. Own numbering at it is not present; periodicity free - in process of material accumulation. The concept is defined already by a slogan: «Ecological release for those who studies and learns». Release prepares together with employees Lipetsk regional ekologobiologicheskogo the centre, reserve "mountain Galichja". Each number of "Russula" - thematic. So, for example, №8 tells about activity of the regional ekologo-biological centre [313 [314] [315], and №15 it is devoted "krasnoknizhnym" to plants, animals and mushrooms of Lipetsk area, the release theme is designated: « On pages of the Red book of Lipetsk area ». In the newspaper it is obligatory to eat stories of children about the house pupils, interesting cases in wood, fragments from products To. G.Paustovsky; we will notice, that all crossword puzzles, riddles, charades, competitions (for example,« Flowers under a window »- to tell about the bed and to send its photo in edition), even jokes - an ecological orientation. Shined events: campaigns, experiments, safety measures at fires. Headings and thematically strips:« Green on the guard of the nature "," the Green doctor "," we Will make together! "," About minerals "," we Read the classic "," the Bird's page "," Young cattle breeders "," Krossvorizm "(" Mumuvord »),« Attention: competition! "," washing the small Native land "," the Story about the veterinary surgeon "," the Spring exhibition "," obhohocheshsja! »And so forth
Idea of the appendix "Transformation" - spiritually-moral
Education of young readers to what names of headings testify already: «Orthodox holidays», «the Sacred earths Russian», «native land Temples», «Sacraments of church», «Defenders of belief», «To be the person», «Good business», «Light unquenchable», «the Children's world». It is calculated on trained Sunday schools, and also on children from orthodox believing families.
Age borders of a children's audience are mobile, and at transition from one age to another the relation of the child to the validity changes not at once. A way of the organisation of the newspaper business, based on the approach when the newspaper "grows" together with the reader, rather
It is productive. Such «the newspaper family» covers everything, with the reservation, that for each children's age the edition approaches. «The gold key» has an appendix «On vyrost!», which target audience - readers of 1518, senior pupils and students, i.e. this appendix for those who has already come off the basic newspaper, but the suitable edition for itself yet has not found. It turns out, that the newspaper conducts the readers to transfer to their "adult" editions. The appendix represents At number «Gold key». There is a numbering, periodicity not accurate, but on the average - once a month. The appendix has an epigraph which is located on a newspaper cover: «... From teenagers generations are created. F. M.
Dostoevsky ». About democratic character of the appendix speaks a slogan:« the Revelations of teenagers almost dependent on adults »[316]. In this foreshortening it is possible to speak about the polyphonic dialogue developed on strips of the newspaper thanks to which the all-round picture of a covered problem is created, and the audience is considered not as object of influence, and as the subject of interaction. To formulate this base conceptual aspect the system of the headings reflecting the basic content of the newspaper allows also: informing:« the Main theme of number »(interview students and schoolboys together with the regular journalist spend),« On envy ", Marvellously", On an honour roll! »; patriotism education:« the Small native land "," We are on friendly terms the countries "," Our heritage »(results and finds of regional conference of regional studies),« Alone with all »(about picturesque corners of a city); education:« Not dull classics »(about the classical literature, music, sincere feelings, the entertaining facts from a life of great writers and so forth),« the Fashionable life »(a fashion and harmony),« a laughter Room »(unusual histories from a life of great people); the dialogue organisation:« to All of us a lesson »(discussion of actual cultural problems),« Test for durability »(about friendship),« Ours sotsopros »(a choice of the future trade),« Such different love »(histories about love),« On an iceberg "," Also is all about us »(discussion of rules of behaviour, norms of morals),« the Portrait against »(heroes - schoolboys or students, authors young correspondents),"Beginning"(about the hobbies, about a choice of a trade of the journalist).
In names of headings the uniformity connecting them with the name of the appendix «On vyrost is traced!»: a particle "on". It is interesting, that practically all materials are prepared by young journalists who are frequent visitors of edition where informally and are trained.
Such thought over segmentation allows edition to plan and carry out the marketing policy competently. As development prospects it is necessary to note the following: appendices and
Thematic releases should be addition to the newspaper, have strict periodicity, the design and a format, therefore while "Transformation" is difficult for classifying as the high-grade appendix as it is issued discretely owing to what to speak and about steady reader's interest to it it is difficult. "Russula" as thematic release substitutes for itself the newspaper. The appendix «On vyrost!» It is more successful and it is popular just because has found the "" "active" readers and has occupied a constant niche. It would be desirable to hope, that in the near future for edition there will be a situation favorable economically and the edition of high-grade appendices and thematic releases will be possible.
"Pilot" 1 - the thematic appendix to Tambov regional
To the school newspaper "Coeval". Each release represents a selection of articles in any direction in a science (physics, chemistry); to the technician; it is a lot of materials on study of local lore (history of the Tambov edge and Tambov). "Pilot" original addition for inquisitive children. Materials pass strict selection and consequently differ the interesting form of giving, a figurative language. They are united by a principle: «Only that is interesting to children!» . Scientifically - [317] informative character of the appendix is obvious, thus articles about the physical phenomena adjoin to histories from a life of scientists, with interesting supervision, councils of psychologists, household "helps". It is thought, edition needs to think over an accurate long-term plan of formation of each new release of "Pilot": the analysis of a content of the edition finds out, that sometimes materials repeat, the accurate rubrication is not present, is not traced thematic and kompozitsionnograficheskoe unity with the basic newspaper. It is difficult to allocate a kernel of "active" readers of the appendix, as a theme of releases the different.
The mechanism of segmentation of a children's audience actively works and in an information field for children of Byelorussia: there
There are republican newspapers for all age ("Zorka", "Awkward age", «a youth Banner»). In the project - structural transformation of sector of printing mass-media for children, the organisation of information publishing house which could provide release of newspapers and magazines with accurate differentiation on age, to interests and thematic directions.
Generalising told, we will underline: presence of thematic releases and appendices at children's newspapers testifies to steady thematic priorities of the "" audiences. In this connection it is important to aim employees of edition at development of "specialisations" of which are demanded by studying of this or that material. It is curious, that journalists-experts frequently refuse separate appendices, giving reason it is unprofitability of such newspaper product as interests of children are unstable. They consider as more functional sheets - "vkladki" or thematic strips which as required according to inquiries of a reader's audience leave together with the basic newspaper. It is represented to us, that in this case the area of distribution of the edition becomes a determinative: in regions where small and many readers edition «knows number by sight», there can be enough a thematic strip. And here for the federal children's newspaper the appendix can become the effective tool of successful marketing.
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A source: Kapustin Galina Leonidovna. MODERN CHILDREN'S NEWSPAPER AS TYPE of the EDITION. 2014

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