Adaptation of typological models of the capital's periodicals in the provincial press (on the example of Sibirskaya brachnaya gazeta, Tomsk, 1910)

The article presents the results of a study of the process of adapting the model of the capital's edition in the provincial system of periodicals by the example of two newspapers of the 1910s: Brachnaya gazeta [The Marriage Newspaper] (Moscow) and Sibirskaya brachnaya gazeta [The Siberian Marriage Newspaper] (Tomsk). The problems of the typology of periodicals are discussed in many works of modern researchers of journalism that study the practical and theoretical aspects of the typological processes of the Russian and regional periodicals. At the same time, the history of Russian pre-revolutionary journalism shows cases when publishers issued periodicals of a certain type, but also borrowed a certain typological publishing model. For example, Sibirskaya brachnaya gazeta, published in Tomsk in the 1910s, was published according to the model of the Moscow Brachnaya gazeta. This allows us to identify the features of the adaptation of the typological model of the capital's edition in the provincial system of periodicals. Brachnaya gazeta (1906-1910) was one of the many series of marriage publications, which appeared at the beginning of the 20th century. The newspaper was issued by two women, E.P. Sidorova and M.E. Demenkova. It was an entertaining literary and art publication, filled with original author's materials, reprints and translations devoted mainly to the women's issue and fiction of "sensitive" content. The newspaper issues had a clear structure, in which the first and the last pages contained marriage announcements, while articles, poems and stories were published on the newspaper spread (pages 2 and 3). The newspaper took care of its reputation, insisted that it was serious, since its purpose was not just to acquaint people for a free relationship, but to create a solid family. The Tomsk publisher K.V. Shipkov took as a basis the model of Brachnaya gazeta, but in the conditions of Siberia he was forced to change it greatly. The publisher did not have an opportunity to fill the newspaper with original author's material (due to the lack of the sufficient number of authors), so the main part of the newspaper was reprints from Russian newspapers. There were more tabloid, sensational publications (scandals, dramas, catastrophes) and socio-political materials (local chronicles, surveys of Russian life, satirical articles) in Sibirskaya brachnaya gazeta. The ads in the newspaper were also half as many as in Brachnaya gazeta, the Siberian publisher had no opportunity to illustrate the newspaper either. The newspaper did not become commercially successful and was discontinued due to the lack of subscribers. Thus, with the same periodicity, price, subscription conditions, the general concept the capital's edition could afford to exist at the expense of private marriage announcements, while filling the publication with author's material on a fairly narrow topic designed for a certain reader. The Siberian newspaper was deprived of such an opportunity. The editor was forced to expand his readership by going beyond the narrow thematic frameworks, looking for other sources of income in addition to marriage announcements. This eroded the harmonious concept of the marriage newspaper, but it is these attempts to transform the type of publication that allow us to talk about adaptation, the adaptation of the typological model to the new conditions, rather than about imitation and uncritical borrowing. The example of Sibirskaya brachnaya gazeta makes it possible to create a "point of entry" into the general research problem of the propagation of typological models from the capital throughout Russia in the pre-revolutionary period and the subsequent analysis of this process.

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