INTEGRATED APPROACH TO MEASUREMENT OF CONTENT EFFICIENCY IN NEW MEDIA: SETTING OF THE PROBLEM

Abstract

The authors propose to consider the effectiveness of journalistic texts published in new media, using an integrative approach that will combine the techniques of journalism and Internet marketing. One option is to adapt the methods used by advertising agencies. The article denotes the problem of compatibility of marketing techniques with a formalized scale which was used by the media in the period prior to epoch of digital communications. The authors come to the following conclusion: journalists possessing both marketing thinking and social and technological competencies can create texts for new media taking into account key efficiency indicators.

Keywords

• интегративный подход
• новые медиа
• контент
• эффективность
• интернет-маркетинг
• контент-маркетинг
• интегрированные коммуникации
• целевая аудитория
• совре-менная журналистика