Branding and Segmentation in magazine industry at the age of digitalization and globalization
Branding and Segmentation in magazine industry at the age of digitalization and globalization
Media Economics
Tutor: Gillian Doyle
Name: HU LONGWEI
GUID: 2090365H
Date: 2013/12/6
Introduction
The media industries has suffering an age of Internet and digitalization, which force tradition media to convergence with ‘new media’ for surviving. As “the magazine industry has suffered badly during the worldwide economic downturn which had a strong impact on magazine advertising revenue and sales, leading to magazine closures and cost-saving measures by many publishers around the world.”(FTTP 2011) The technology has keeping changing the way people touch and consume the production of media, as long as it changing the structure of the media industry and the managing strategies aim to achieve the gains of economic. The magazine publisher are pushing towards to this trend of digitalization: the technology of Internet enable audience get the production through the fast, free delivery from all the round world, this offered an opportunity to expansion their product through the multiple territories, the new technology products such as ipads and smart phones create a new platform which might be most frequently used by audience in next generation, the Internet do not only create a platform for electric prints, but also a platform for radio, video, games and advertising, which offering prints publishers an opportunity to expansion the product through the multiple platform. Another significant characteristic of media market is the relationship between the media producers and the consumer: consumer drive the market and the producer have to follow the consumer to adopt the market. It is seems that the changing of consumer’s behavior cannot be stopped, the media firms have to react. As technology enable media publishers to expansion their production through Internet to other, they would set up the strategies to adopt the trend of International to
Media Economics
Tutor: Gillian Doyle
Name: HU LONGWEI
GUID: 2090365H
Date: 2013/12/6
Introduction
The media industries has suffering an age of Internet and digitalization, which force tradition media to convergence with ‘new media’ for surviving. As “the magazine industry has suffered badly during the worldwide economic downturn which had a strong impact on magazine advertising revenue and sales, leading to magazine closures and cost-saving measures by many publishers around the world.”(FTTP 2011) The technology has keeping changing the way people touch and consume the production of media, as long as it changing the structure of the media industry and the managing strategies aim to achieve the gains of economic. The magazine publisher are pushing towards to this trend of digitalization: the technology of Internet enable audience get the production through the fast, free delivery from all the round world, this offered an opportunity to expansion their product through the multiple territories, the new technology products such as ipads and smart phones create a new platform which might be most frequently used by audience in next generation, the Internet do not only create a platform for electric prints, but also a platform for radio, video, games and advertising, which offering prints publishers an opportunity to expansion the product through the multiple platform. Another significant characteristic of media market is the relationship between the media producers and the consumer: consumer drive the market and the producer have to follow the consumer to adopt the market. It is seems that the changing of consumer’s behavior cannot be stopped, the media firms have to react. As technology enable media publishers to expansion their production through Internet to other, they would set up the strategies to adopt the trend of International to
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