Defense of the dissertation of Auesbai Kuat for the degree of Doctor of Philosophy (PhD) in the specialty «6D050400 - Journalism»

L.N. Gumilyov Eurasian National University, a dissertation defense for the degree of Doctor of Philosophy (PhD) by Auesbai Kuat on the topic «Modern Management and Marketing of Periodicals: Global Experience and Problems of Domestic Publications» by specialty «6D050400 – Journalism».

The dissertation was carried out at the «Printed and edited education department» of L.N. Gumilyov Eurasian National University.

The language of defense is kazakh

Official reviewers:

Kap Yessengul – Candidate of Philological Sciences, Professor, SDU University (Almaty, Republic of Kazakhstan).

Ramazanova Zhanar Sembekovna – PhD in Philology, Associate Professor at Karaganda National Research University named after Academician E. A. Buketov (Karaganda, Republic of Kazakhstan).

Temporary members of the Dissertation Council:

Takhan Serik Sheshenbaiuly – Doctor of Philological Sciences, Professor, L.N. Gumilyov Eurasian National University (Astana, Republic of Kazakhstan).

Serdali Bekzhigit Kenjebekuly – Candidate of Philological Sciences, Professor of the Department of Journalism, Khoja Akhmet Yassawi International Kazakh-Turkish University (Turkestan, Republic of Kazakhstan).

Suleymenova Ainur Yedrisovna – PhD (Doctor of Philosophy), Head of the Department of Journalism and Communication Management at Kostanay Regional University named after A. Baitursynov (Kostanay, Republic of Kazakhstan).

Scientific consultants:

Saq Kairat Omirbaiuly – Candidate of Philological Sciences, Professor, L.N. Gumilyov Eurasian National University (Astana, Republic of Kazakhstan).

Nurettin Guz – Doctor of Philosophy (PhD), Professor, Istanbul Commerce University (Turkey).

The defense will take place on December 06, 2025, at 02:00 PM in the Dissertation Council for the training direction «8D032 – Journalism and information» in the specialty «6D050400 – Journalism» of L.N. Gumilyov Eurasian National University. The meeting of the Dissertation Council is planned to be held in a hybrid format (offline and online).

Link: https://teams.microsoft.com/meet/4836183469609?p=3Ah1kTl71ariokwlJJ

Address: Auditorium 206, Academic and Administrative Building No. 1, L.N. Gumilyov Eurasian National University, 2 Satbayev Street, Astana.

Abstract (English): Relevance of the research: The topic “Modern management and marketing of periodical publications: global experience and problems of domestic editions” represents an important scientific and practical issue in the context of globalization, when traditional media face the necessity to adapt to the digital environment, maintain competitiveness, and ensure commercial sustainability. The study of the successful experience of leading global publications and its comparison with the realities of the domestic media market makes it possible to develop strategic approaches to solving the pressing problems of the national press. Today, the rapid development of information technologies not only fundamentally transforms the operational format of periodical publications but also imposes new qualitative requirements on the media industry. In this regard, the implementation of modern methods and innovative technologies becomes particularly significant, aimed at improving the management system of mass media, ensuring effective coordination of their activities, and enhancing the market appeal of their products. The rapid renewal and swift changes in the field of information and technological capabilities present new challenges for traditional media. At present, the audience’s demand for prompt and substantive information has increased significantly. This indicates the obsolescence of previous management models and underscores the necessity of introducing new approaches in media management and marketing. The advanced experience of the international media industry clearly demonstrates the importance of continuously updating the management system. Leading global publications, by integrating with multimedia platforms, successfully expand their audience reach and attract new categories of consumers. In this context, domestic periodical publications should also not remain apart from global trends. For national editions, a priority task is the adaptation and effective implementation of advanced international experience, taking into account national specificities. A systematic study of the key trends in the modern media market contributes to enhancing the competitiveness of mass media and to the formation of a high-quality media product oriented toward audience demands. In this context, important scientific and practical issues include the effective use of new media technologies, the introduction of innovative methods for studying the audience, and the improvement of advertising and communication strategies. The analysis of best global practices and their adaptation to local conditions constitute an important potential for the development of domestic periodical press. As part of the research, a comprehensive analysis was conducted of the effective managerial and marketing strategies of leading international publications such as “The New York Times”, “The Guardian”, “The Washington Post”, and “Financial Times”. These media organizations successfully employ modern methods in areas such as the prompt and high-quality delivery of information, the systematic study of audience interests, and the increase of revenue through advertising. The study identified which of these practices can be adapted to the domestic media environment, as well as which approaches are advisable to implement. Alongside this, a content analysis was conducted of the existing management models and marketing strategies of Kazakhstani periodical publications such as “Egemen Qazaqstan”, “Aikyn”, and “Turkistan”. As a result, the strengths and weaknesses of management and marketing practices in domestic newspapers were identified, forming the basis for specific proposals for their improvement. In particular, certain shortcomings were revealed in terms of reader accessibility, potential for attracting advertisers, and audience expansion. In this regard, the dissertation presents concrete mechanisms for modernizing the management system of Kazakh-language publications based on international experience, organizing audience research, and effectively utilizing digital and new media technologies. As a result of the conducted research, the following conclusions were formulated: the management and marketing system of domestic periodical press requires renewal in accordance with modern demands. The successful experience of foreign publications can serve as an effective model for improving Kazakhstani mass media. The transition of periodical publications to digital formats—such as websites, mobile applications, and PDF versions—contributes to enhancing their competitiveness in the media market. Modern technologies, including data-driven journalism, artificial intelligence, interactive and visual content, are becoming effective tools for attracting audience attention and increasing advertising revenue. At the same time, the insufficient attention of domestic publications to issues of public relations, brand identity, and visual design negatively affects the public perception of the media product as a whole—that is, its image. Active and simultaneous operation across multiple multimedia platforms (print version, official website, social networks, podcast, mobile application) is defined as a crucial tool for attracting the modern audience and forming a stable readership base. As part of the research, practical work was carried out in the online editorial office of the national newspaper “Egemen Qazaqstan”. During this practice, based on a specially developed marketing strategy, a number of innovative steps were implemented, such as optimizing website content, enhancing social media activity, establishing interactive communication with readers, and introducing or improving a paid subscription system. This practice allowed the proposed scientific provisions to be tested in practice and demonstrated their effectiveness. Such measures strengthened the applied nature of the research and created a basis for developing specific and practical recommendations. The results of this comprehensive study contribute to deepening scientific understanding in the field of media management and marketing, as well as improving the theoretical foundation of management in the domestic periodical press. This study enriches scientific approaches to adapting print publications to market conditions, meeting audience demands, and developing advertising policies and content distribution strategies. Moreover, the research contributes to the stimulation of scientific inquiry in the media industry and can serve as a methodological foundation for training future specialists. The practical significance of the study lies in the development of specific recommendations aimed at improving the management system and marketing strategies for domestic periodical press. These recommendations will assist media managers and chief editors in effectively adapting to market requirements and enhancing the competitiveness of publications. Additionally, the results of the study can be widely used as instructional and methodological materials when updating educational programs in disciplines such as “Journalism”, “Media Management”, and “Media Management and Marketing” at higher education institutions. The proposed methodologies contribute to the training of qualified specialists capable of responding flexibly to the constantly changing conditions of the media market, while also enhancing the commercial appeal and influence of domestic periodical press. The scientific novelty of the study lies in the comprehensive analysis of the management and marketing system of domestic periodical press, taking into account advanced international experience and adapting these practices to the national context in the form of effective managerial and marketing strategies. This research is not limited to describing previous experience but represents a thorough examination of the mechanisms of management and market adaptation of domestic newspaper and magazine publications. In accordance with current media trends, the study also proposes a set of specific methodologies aimed at modernizing the industry. First, within the framework of the study, a comparative analytical examination of media management in leading foreign publications was conducted, resulting in a detailed review of their operational models and innovative strategies. This made it possible to identify specific managerial and marketing models that can be adapted to the domestic press. Second, an in-depth analysis of the current state of Kazakhstani periodical publications was conducted. In particular, through a survey of 46 leading media specialists at the national and regional levels, internal industry problems, market positioning, the level of audience engagement, as well as shortcomings in advertising and subscription systems were identified. This study is one of the first in the domestic media sector to rely on concrete empirical data. Third, the practical part of the study was implemented at the online editorial office of “Egemen Qazaqstan”, where the effectiveness of the proposed scientific concepts and methods was tested. In particular, the website’s content policy was updated, SEO optimization was implemented, the publication of exclusive materials was organized, dedicated content for social media was created, and a system for reader feedback was established. As a result, website traffic increased significantly in a short period, and the publication’s image in the digital environment was strengthened. These findings confirm both the scientific and practical significance of the study, as well as the viability of the proposed solutions. Moreover, the research identified effective media trend models, along with management and marketing strategies employed in the global periodical press. Based on the obtained results, a comprehensive management and marketing model was developed, necessary for maintaining the positions of print publications in the modern information environment and ensuring their further development. This study represents a significant work that scientifically and practically substantiates ways to adapt domestic mass media to contemporary trends and ensure their sustainable growth. It is important to note that this work is one of the first large-scale scientific studies to comprehensively analyze the management and marketing system of Kazakhstani periodical press. In the process of achieving the research objectives and tasks, the following scientific methods were employed: the descriptive method enabled a systematic characterization of the managerial and marketing practices of periodical publications and the identification of their structural features. The comparative analysis method was aimed at comparing the management systems and marketing strategies of domestic and foreign periodical publications in order to identify their similarities and differences. The content analysis method was applied to study publications, marketing campaigns, and advertising activities in the press at the level of both textual and visual content. The statistical method, using official data and research results, made it possible to clarify changes in the press market, audience indicators, and circulation figures. Social survey and interview methods were conducted with representatives of periodical editorial offices and readers to examine market reputation and audience demands. The methods of induction and deduction facilitated an in-depth analysis of the characteristics of the domestic press based on general trends in media market development and the formulation of corresponding conclusions. Using these methods, the management and marketing system of periodical publications was thoroughly examined, and recommendations for enhancing their effectiveness were developed. The sources used in the study included the Law of the Republic of Kazakhstan “On Mass Media” No. 63-VIII dated December 30, 2023, and the National Program for the Development of the Information Sphere for 2020–2025. In addition, the study analyzed materials from domestic periodical publications “Egemen Qazaqstan”, “Aikyn”, and “Turkistan” related to the media industry. To examine global experience, articles on management and marketing strategies of leading international publications such as “The New York Times”, “The Guardian”, “The Washington Post”, and “Financial Times” were analyzed. The theoretical foundation of the study is based on the concepts of prominent scholars in the field of media. Henri Fayol, a researcher in management science, focused on systematizing managerial processes such as planning, organizing, coordinating, and controlling, while Max Weber scientifically substantiated the effectiveness of the bureaucratic management model. Peter Drucker viewed management as a universal system applicable not only in the production sector but also in creative organizations. In marketing theory, Philip Kotler and Theodore Levitt conducted scientific analyses of audience research, adaptation to market demand, brand development, and the improvement of advertising and distribution systems. In the field of media management, scholars such as Linda Kung, Robert Picard, and Lucy Kung have thoroughly analyzed the strategic direction of media organizations in the digital era, their market positions, and sources of revenue. These theoretical works formed the basis for the formulation of scientific conclusions regarding the development of domestic periodical press. Within the framework of the study, practical work was also carried out. In particular, from February to May 2023, an experimental research project was implemented in the online editorial office of “Egemen Qazaqstan” During this experiment, the operation of the newspaper’s website was systematized, and the content of the information resource was optimized in accordance with social media and search engine algorithms. News headlines were crafted based on audience demands, multimedia content and push notifications were introduced, and the paid subscription for the PDF version was improved. As a result, the website’s monthly page views increased from 1.2 million to 1.6 million over three months. A new TikTok page quickly reached 1 million views, and the number of social media followers grew significantly. In addition, a survey was conducted among the leaders of the country’s periodical publications, within which the management systems of domestic press, marketing methods, and audience engagement practices were thoroughly analyzed. Based on the collected empirical data, specific recommendations were developed. International practices were also examined, with a detailed review of the digital strategies and marketing approaches of such reputable publications as “The New York Times”, “The Guardian”, “Financial Times”, and “The Washington Post”. This experience was proposed as a model for domestic periodical publications. The main results, provisions, and conclusions of the dissertation research have been published in several scientific works. In particular, one article has been published in the Scopus and Web of Science databases: Zhaksylyk Aibarsha, Toqtarbay Beibit, Auesbay Kuat, Shoiymbekova Bakyt, Tolemissova Zhainagul. Development and problems of the national journalistic model of Kazakhstan, considering social, ethical, managerial, and marketing mechanisms of the media environment. Atlantic Journal of Communication, 33 (1), pp. 121–134, ISSN 1545-6870, DOI: 10.1080/15456870.2024.2386428 (Q2, 65th percentile). Additionally, two articles have been published in journals recommended by the Committee for Quality Assurance in the Field of Science and Higher Education of the Ministry of Science and Higher Education of the Republic of Kazakhstan: 1) K. Auesbay, “Modern Management and Marketing of Periodical Publications: Global Experience and Problems of Domestic Editions”, of al-Farabi KazNU. Journalism Series, 2025, No. 1 (75), pp. 86–97. 2) K. Auesbay, K.O. Sak, “The Role of Artificial Intelligence in Press Management and Marketing”, Vestnik of L.N. Gumilyov Eurasian National University. Journalism Series, 2025, No. 1 (150), pp. 42–56. The dissertation consists of an introduction, three chapters, a conclusion, and a list of references. The introduction describes the relevance of the study, its objectives and tasks, the object and subject of research, scientific novelty, and theoretical and practical significance. The research methods and sources are indicated, and the scientific importance of the topic is substantiated. The main part provides a detailed examination of the features of the formation and development of management and marketing in periodical press. The study includes a historical overview of the management system of domestic publications, an analysis of their current state, and a comparative analysis with foreign experience. The pressing issues of management and marketing policy in the Kazakh press during the period of independence are identified, and possible solutions are proposed. In addition, the dissertation examines the impact of new media on traditional press in the context of the development of information technologies, as well as effective methods for utilizing websites and electronic editions. In order to enhance the competitiveness of periodical publications in the market, methods for expanding the audience through multimedia tools and social networks are analyzed. Management and branding techniques in new formats are considered an important factor in increasing the popularity of the press. The conclusion presents the main findings and recommendations based on the research results, including proposals for media management strategies and methodologies aimed at improving the competitiveness of periodical press.

Dissertation

List of Scientific Works

Consultant's Review

Foreign Consultant's Review

Conclusion of the Research Ethics Committee

Official Reviewer's Review

Official Reviewer's Review