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Media Strategies Russian Commercial Art Galleries Implement to Attract Target Audience

Kira Lutsishina


Being active both online and offline is a requirement for commercial art galleries to preserve and rise their attractiveness and competitiveness on the contemporary market.
Primarily I would like to come up with an answer to the following question: which media strategies should be developed to create an efficient interaction between commercial art galleries and potential art buyers on the Russian art market? I define media strategies as successive steps of the promotion of goods at the art market using media resources, in particular, social networks. Just presence of art galleries in social networks is not an equivalent to their successful positioning in the social space. Rapid response to emerging new opportunities, monitoring of trends in the media environment (for example, use of video broadcasts) allows to attract potential art galleries audience attention: consumers are beginning to be interested in what surprises them.
This research is carried out within the framework of competitive benchmarking. Examination of media strategies implementation based on Facebook, Instagram and official websites data in 28 Russian commercial art galleries which participated in Cosmoscow fair in 2016 supports this claim.

Keywords: gallery; media; audience; media strategy; social nets.

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