The use of experimental method in print media modelling

This article focuses on the practical results of the use of experimental method as a part of printed media integrated modelling method - evidence from local newspapers and magazines. The basis of experimental method typology is integrated modelling method which includes matrix module used to define and solve application tasks for modelling and designing local newspapers and magazines. The article contains the most characteristic examples which are in line with the proposed experimental method typology for media modelling and designing. They include magazines Gumanitariy, Sleduyushchiy shag, Praktiki svobody, Teatralnaya ploshchad, newspaper Okhotnik i rybolov Sibiri and publications issued by a local media holding and based on newspaper Shegarskiy vestnik. These editions were designed by the author of this article, some of them - jointly with students and academicians of the Faculty of Journalism (Tomsk State University). When working on these projects, several experimental objectives were set. They have the following special features: - The experiment type can be classified by the type of developer's interference in the publication issue process: quasiexperiment (e.g. design proposals), field experiment (issue of a complete publication for marketing), field quasiexperiment (model preparation). - The experiment type can be classified by modelling area types: integrated or factorial (the specific model level is indicated to perform an experiment within its framework). - Searching experiment and verifying experiment which can be different stages of quasiexperiment. The searching experiment involves only a search for new forms of visual communication, while the verifying experiment requires approbation of their most popular forms in the form of experimental issue (pilot issue). - Experiment form shows whether it was a pilot or corrective issue as well as the circulation of publication: one issue or a series. - Experiment status determines the nature of the relationship between the developer and the project customer and sets the experimental task: an initiative project or an economic contract-based research. The proposed experimental approach paradigm intended to solve application tasks for modelling print media. The functional and matrix approach for designing of local print media made it possible to identify specific types of experiments represented by a series of experimental projects, which are not merely examples of a particular aspect of the experimental method adaptation to this branch, but they demonstrate their applicability as a modelling tool for local print media, too.

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