Content vs. Medium | Interview with Inna Bazhenova

The Art Newspaper and The Art Newspaper Russia will host a media forum on the opening day of viennacontemporary, 21 September. The Art Newspaper publisher Inna Bazhenovas talks about why “Content vs. Medium” is what discussions on new media should be centered around.

“New media: Content vs Medium” will look beyond the “Print vs Digital” discussion that has monopolised the publishing industry for the past decade, shifting focus to the rising new audience, Generation Z. The forum will take place from 11.30am to 3.30pm on Wednesday 21 September in the talks area of viennacontemporary at Marx Halle, Vienna.

The speaker line-up includes: Anthony Calnek, worldwide director of media services at Sotheby’s; Francesca Gavin, visual arts editor at Dazed; Jessica Backus, director of Genome Project and director of Gallery Partnerships, Artsy; Ilya Krasilschik, publisher, Meduza.io and Kimberly Bradley, journalist, the New York Times/Monocle. The afternoon will be moderated by The Art Newspaper’s head of digital Mikhail Mendelevitch, and Garrett Martin Johnston, chief executive of Macroscope Consulting. The conference will, amonst other issues, explore new strategies of art, culture and news markets, as well as media engagement with Generation Z, bridging a wider discussion of medium and content and how they affect one another, and will ask how best to create, structure and deliver content for a modern audience, while ensuring futureproof solutions that won’t become instantly outdated.


Inna Bazhenova

Collector and Businesswoman Inna Bazhenova (*1968, RU) attended the State University of Nizhny Novgorod, graduating in 1991 from the university’s Faculty of Computational Mathematics and Cybernetics. She then began her career as an engineer in the state aeronautics industry and later worked in aviation and information technology in a commercial venture. In 2010 Bazhenova started publishing the Russian Edition of the international periodical The Art Newspaper, and in 2014 became the owner of the International Edition of the paper. In 2014 Bazhenova also set up the non-profit foundation IN ARTIBUS.

Why did you want to hold this conference?

The idea developed from the need to evolve and to communicate our coverage of global art to our contemporary audience in the best way. The Art Newspaper is part of a unique global network that appears in six languages and addresses readers in Europe, the US and China. Today, along with other print publications, we are confronted with the challenge of how to develop. We decided to gather our colleagues — experts from leading art publishers, news portals, established magazines, auction houses and museums, as well as private collectors — to discuss the opportunities presented by new media channels.

Which topics do you hope to explore?

The “print vs digital” debate began more than a decade ago and the conversation has become exhausted. We want to shift the discussion to focus purely on the interaction between content and the channels that deliver it, whether these are print, websites, blogs, messages, bots or social media. As one of the leading international art publications, we will discuss the term “new media” as not only “print”, “digital”, “blog” or “message”, but also as “exhibition”, “auction”, “website” or “art fair”.

Why is the conference held at an art fair?

Artists can now create and sell their works via the internet, and it is vital that the industry  – auction houses, galleries, and publications – keeps up with developments in technology. During the conference, we want to define the direction of change that would secure expertise in the sector to enable new connections with new audiences.

For more information visit: theartnewspaper.com/vcconference


2 thoughts on “Content vs. Medium | Interview with Inna Bazhenova

  1. Pingback: viennacontemporary daily | september 24 | #viennacontemporary Magazine

  2. Pingback: viennacontemporary daily | september 25 | #viennacontemporary Magazine

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