The Social Sciences

Year: 2016
Volume: 11
Issue: 10
Page No. 2499 - 2503

Studying Personnel Structure of Regional Print Media: Employee Labor Motivation

Authors : Irina V. Mikulina, Svetlana V. Kryukova, Kseniya Y. Korolyova and Ekaterina V. Khovanova

Abstract: In modern social and economic conditions the competition between mass media at the global and regional levels escalates. Print media in general and the regional print media, in particular suffer the most difficulties. Audience interest subsiding, outflow of advertisers, manufacturing cost increase, etc. is common for regional print media. It defines the personnel situation analysis need for editions of regional and regional print media. In work results of the data analysis obtained during the standardized interview containing 76 questions of the closed and half-closed type are presented. In editorial boards of regional mass media respondents distinguish material remuneration (68%), possibility of creative self-realization (69%) and approval of the management (34%) from the leading motives of vigorous creative activity. The main methods of stimulation are cash bonuses (82%), adjustable sales payments (51%), rewarding with diplomas (58%). The structure of professional activity motives for employees of local and regional newspapers is almost identical. Material remuneration acts as the leading motive of creative activity for 77% of respondents. The possibility of creative self-realization is on the second place. Cash bonuses and adjustable salary payments dominate in creative activity of regional mass media editions stimulation methods system. The system of employee stimulation in regional editions and regional print media does not provide increase of labor motivation and demands revision. It is necessary to develop professional competences of employees and to be focused on feedback with target audience improvement system.

How to cite this article:

Irina V. Mikulina, Svetlana V. Kryukova, Kseniya Y. Korolyova and Ekaterina V. Khovanova, 2016. Studying Personnel Structure of Regional Print Media: Employee Labor Motivation. The Social Sciences, 11: 2499-2503.

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