Matrix-based complex modeling of periodicals as focused project management technique

The article describes the development of theory and application of regional press modeling due to matrix projection of newspapers and magazines viewed as a focused media project management method. Press modeling as a toolkit of applied methods is now experiencing its peak demand. Actual versions of modeling methods are necessary. The method of matrix projection appeared due to contract basis of modern modeling projects - modeling is now a media-market phenomenon in the broad system of media-consulting. Technique of matrix press projection is presented as a framework. The scheme is a matrix of the project of model correction, static reflection of application matrix as a guide for project managers, involved in contract research and development, training or workable designs. It is a matrix of levels of complex modeling (typological, thematic, genre, compositional and graphical) and stages of modeling, including model release as a conception and proposals. Matrix mechanics broadens the modeling margins to entire project creation. This work includes experimental testing of edition model, e.g., newspaper or magazine pilot release, analysis and assessment of the result and project finalizing. Not less than 30 per cent of customers (editors, owners, publishers) in making of a contract claim an intention to participate in the modeling process, both in content and design aspects. In this case executors meet specific problems and need looking for solutions. Experience of Tomsk State University Journalism Faculty laboratories allows to identify the most frequent types of partnership with the customer - ''constructive'', ''passive'' and ''directive.'' Active involvement of the customer in the modeling management process helps in finding effective solutions. It is also useful: - to switch on active management on the executive stages of performing; - to make functional positioning and appointment of the project leader; - to impute the responsibility of the project manager to the main executive; - to appoint section executives responsible for phased tasks implementation in accordance with the levels of press modeling. Thus, the set of creative challenges becomes, in fact, in a business process with all the possibilities of applying the laws of project management and business administration (e.g., building Work Breakdown Structure and Responsibility Assignment Matrix). An effective factor in improving the efficiency of interaction of the customer and the executive is a system of stimulating interest in the practical effectiveness of the newspaper or magazine model. This system may include: 1. Perspective of theoretical and practical training of the customer or representative on the program corresponding to the sequence of modeling stages. 2. Mandatory involvement of media experts and stakeholders on the pre-investment stage and in experimental introduction to the project 3. Increasing demands for managers and section executives 4. Keeping ethics and tolerance in interaction between the customer and the developer, looking for constructive solutions of the problems.

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