The transmedia evolution: examining one printed publications survival strategy in an online world : – Case Monocle
Nyberg, Riina (2018)
Yrkeshögskolan Arcada
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018123122945
https://urn.fi/URN:NBN:fi:amk-2018123122945
Tiivistelmä
The purpose of this study is to find out what ways there are to maintain a print product in an online world. The focus has been on Monocle, and what their strategy looks like, and then comparing it to Image magazine. My research question is: In the case of Monocle, what are the measurable success factors that ensure the survival of its print edition compared to the Finnish Image publication? Are they comparable? I have used an etic approach to study Monocle and Image, which means that data was collected through looking at these two brands from the outside, then analysing the findings with the help of theory found from articles and books regarding print publications and how the digitalisation has affected the modern world when it comes to reading magazines and newspapers.
The findings show that in the case of Monocle, the measurable success factors that ensure the survival of its print edition are taking advantage of everything a printed product can offer, while also spreading your brand on wider marketing areas then just print, collaborating with other companies/designers/brands and using a global language. The purpose of this study is to find out what ways there are to maintain a print product in an online world. The focus has been on Monocle, and what their strategy looks like, and then comparing it to Image magazine. My research question is: In the case of Monocle, what are the measurable success factors that ensure the survival of its print edition compared to the Finnish Image publication? Are they comparable? I have used an etic approach to study Monocle and Image, which means that data was collected through looking at these two brands from the outside, then analysing the findings with the help of theory found from articles and books regarding print publications and how the digitalisation has affected the modern world when it comes to reading magazines and newspapers.
The findings show that in the case of Monocle, the measurable success factors that ensure the survival of its print edition are taking advantage of everything a printed product can offer, while also spreading your brand on wider marketing areas then just print, collaborating with other companies/designers/brands and using a global language.
The findings show that in the case of Monocle, the measurable success factors that ensure the survival of its print edition are taking advantage of everything a printed product can offer, while also spreading your brand on wider marketing areas then just print, collaborating with other companies/designers/brands and using a global language.
The findings show that in the case of Monocle, the measurable success factors that ensure the survival of its print edition are taking advantage of everything a printed product can offer, while also spreading your brand on wider marketing areas then just print, collaborating with other companies/designers/brands and using a global language.