Changes in the magazine segment of the domestic media industry in 2022–2023: rebranding of glossy publications

Abstract

In a situation of intensive changes in society, the conditions for the functioning of companies change dramatically, and there is a need to transform the existing brand. In 2022, the reaction of domestic glossy publications to the objective conditions of the new reality is divided into three types: some closed, others remained the same, and others changed their brands. The research material is glossy publications that have carried out rebranding: TechInsider, “Novyi ochag”, The Symbol, Men Today, U Magazine, The VOICE, “Pravila zhizni”. The purpose of this research is to study the state of the magazine segment of the domestic media industry during the rebranding of glossy publications. The methods used in the course of our research include system analysis, including comparative and functional approaches. For a visual presentation of the research results, all its parts are built according to a single scheme: verbal and visual brand attributes, media content (categorization), development strategy in the digital field, brand values. Evaluation of the rebranding nature comes from the fact of preservation or transformation of the value level. As a result, conclusions are drawn that publications took advantage of the situation in different ways: most publications do not depart from the established global brand and carry out partial rebranding, while others, on the contrary, decide to continue functioning in a new form. A full-fledged rebranding is carried out by “The VOICE” and “Pravila zhizni”, completely changing both the external and internal appearance of the publication. The final table presents the results of the study and conclusions about the nature of the rebranding.