The Analysis of Strategies of Development of Book Publishing in Russia

Abstract

The article discusses the strategy of development of book publishing in Russia. It is revealed that in the press there are two types of strategies: the development of the publishing companies and holdings, as well as the proposed strategy of development of the industry as a whole. Analysis of the identified strategies shows that the strategic alternatives of development of the publishing organizations are actually tactical, not strategic actions, and provide for the development of polygraphic base, increasing distribution channels, increasing circulation, etc. Practically, there are strategies of integration and consolidation of companies, but to the idea of consolidation of publishers are skeptical. Strategy of development of the book publishing industry as market participants see each other in the acquisition and development of state support measures such as tax incentives, direct financial support of book publishing in the regions, a preferential rent retail space etc. However the most desired support measures are financial in nature. But direct financial support from commercial entities is prohibited by WTO rules, the member of which is Russia. In the world, the rapid growth of the share market of electronic books, in some countries 20%. Despite the fact that in Russia the share of e-books does not exceed 1.8% of the book market, they are considered serious competitors to attract more readers. However, none of the identified strategies do not exist measures for the development of electronic publications. The development of publishing books in Russia will contribute to a single, integrated Federal strategy, the main provisions of which can be industry consolidation, the formation of large publishing holdings, non-financial support from the government and large companies reading books, the development of the legal framework regarding secure distribution of electronic books.