Glossy magazine

Research question

“Have digital interactive media influenced and reinvented the structure

of the classic magazine format?”

Research

• What are the features of a classic magazine?

• What kind of influence do new media have on the classic magazine?

• What are the advantages of new media?

• How can the magazine industry use new media?

Classic magazine

• Mass media

• Periodical

• Variety of articles

• Print

• Financed by:– circulation– advertising

Classic magazine

Producer consumer

Classic magazine

• No need for a internet/computer/mobile phone

• Reading from print paper is more convenient

• The content is of higher quality

Influence new media

• Tension between print an online magazines

• New media?Enrichtent or replacement?

Influence new media

• Decreasing revenues

• Decline ad pages

Influence new media

Advantages new media

Advantages new media

Advantages new media

• Attracting advertisers– cheap way of communicating with audience

– track impact of messages

– E-commerce

Classic magazine and new media

Classic magazine and new media

• Mobile wireless (HEARST magazine)• Tablet (Sports Illustrated)

Classic magazine and new media

Conclusion

• It is not likely that the print magazine will dissapear very soon, even though the industry is changing.

• New media offer a wide range of options to enrich the print magazine.

Empirical research

• Focus groups– People from target groups– People with technological expercience

Recommendation

• See new media as an opportunity, so invest

• Create cross media packages

• Don´t lose the print magazine, but integrate new media in the current business model

Recommendation

Questions?