CEO of LIFE and SHOT spoke at the Russian Creative Week

On July 17, the Russian Creative Week hosted the discussion "Leaders against Media personalities: how influence really works and the economy of trust is built", dedicated to who really shapes public opinion today and why the era of reach is giving way to the era of trust.

The participants discussed why the number of subscribers is no longer the main indicator of influence, how the role of media is changing and what mechanisms allow us to build stable relationships with the audience.

Denis Arapov, CEO of the joint editorial board of LIFE and SHOT, noted that today the impact is measured not by views, but by real changes that occur due to the work of the media.

"For us, influence is about concrete actions, decisions, and changes. They come to us to solve specific problems. We are respected for the fact that our initiatives change people's lives. Our subscribers are partners in our content. We are 24 to 7 with them," the speaker emphasized.

According to the head of the editorial offices, modern society is experiencing a crisis of trust that has affected government institutions, business, public organizations and the media. If earlier the main thing was to be the first, now trust is the most important competitive advantage.

"Trust is not created by an order. It grows out of practice — out of consistent, honest and competent actions," said Arapov.

Therefore, the editors of SHOT and LIFE pay special attention to fact-checking, transparency of work and are ready to admit mistakes if they occur.

Arapov also stressed that modern media can no longer remain exclusively observers of what is happening. The audience has its own expectations: people expect high-quality information, a clear value position, and open dialogue and practical assistance in solving specific issues.

Among the important principles of the editorial office were the development of expert journalism and constant feedback from readers. Interaction with the audience allows the editorial staff to initiate socially significant changes, from legislative initiatives to solving everyday problems of citizens.

Yulia Ablets, Deputy Director General of the NGO Dialog Regions, added that a sustained impact is impossible without a community of people united by trust in the leader.

During the discussion, they also discussed how to measure trust instead of coverage, whether it is possible to consciously form opinion leaders within professional and local communities, and why reputation and horizontal connections are becoming the most important drivers of influence in the modern economy.