Magazine publishers and their online strategies: Review and implications for research and online-strategy formulation

International Journal of Technology Marketing

Volumn 2, Issue 1, 2007, Pages 81-100

  Ellonen, Hanna Kaisa ^a   Kuivalainen, Olli ^b  

^a LAPPEENRANTA UNIVERSITY OF TECHNOLOGY   (Finland)

^b UNIVERSITY OF EASTERN FINLAND   (Finland)

Author keywords

Internet; Magazine publishing industry; Strategy; Technology marketing; Virtual communities

Indexed keywords

EID: 61849103295     PISSN: 1741878X     EISSN: 17418798     Source Type: Journal    
DOI: 10.1504/IJTMKT.2007.011587     Document Type: Article

References (54)

1. Afuah, A. and Tucci, C.L. (2003) Internet Business Models and Strategies, 2nd edition, Burr Ridge, IL: McGraw-Hill.
2. Ansoff, I. (1987) Corporate Strategy, updated edition, Suffolk: Richard Clay Ltd.
3. BarNir, A., Gallaugher, J.M. and Auger, P. (2003) 'Business process digitization, strategy and the impact of firm age and size: the case of the magazine publishing industry', Journal of Business Venturing, Vol. 18, No. 6, pp.789-814.
4. Barsh, J., Kramer, E., Maue, D. and Zuckerman, N. (2001) 'Magazines' home companion', The McKinsey Quarterly, Vol. 2, pp.83-90.
5. Bellamy, R.V. and Traudt, P.J. (2000) 'Television branding as promotion', in S.T. Eastman (Ed). Research in Media Promotion, Mahwah: Lawrence Erlbaum Associates.
6. Catterall, M. and Maclaran, P. (2002) 'Researching consumers in virtual worlds: a cyberspace odyssey', Journal of Consumer Behaviour, Vol. 1, No. 3, pp.228-237.
7. Chan-Olmsted, S. and Jung, J. (2001) 'Strategizing the net business: how the US television networks diversify, brand, and compete in the age of the internet', The International Journal on Media Management, Vol. 3, No. 4, pp.213-225.
8. Chyi, H.I. and Sylvie, G. (2000) 'Online newspapers in US perceptions of markets, products, revenue and competition', The International Journal on Media Management, Vol. 2, No. 2, pp.69-77.
9. Daly, C.P., Henry, P. and Ryder, E. (1997) The Magazine Publishing Industry, Needham Heights: Allyn and Bacon.
10. Doyle, G. and Frith, S. (2004) 'Researching media management and media economics: methodological approaches and issues', Paper Presented at the Sixth World Media Economics Conference, Montréal, Canada.
11. Ellonen, H-K. and Karhu, P. (2006) 'Always the little brother? Digital-product innovation in the media sector', International Journal of Innovation and Technology Management, Vol. 3, No. 1, pp.83-105.
12. Fetscherin, M. and Knolmayer, G. (2004) 'Business models for content delivery: an empirical analysis of the newspaper and magazine industry', The International Journal on Media Management, Vol. 6, Nos. 1/2, pp.4-11.
13. FIPP (2003) Routes to Success for Consumer Magazine Websites. A Survey by the International Federation of the Periodical Press, Compiled by Guy Consterdine, Retrieved on 30 December 2004, from: http://www.fipp.com/assets/downloads/fippconsumersurvey.pdf.
14. FIPP (2004) Global Growth Forecast for the World's Magazine Markets. PricewaterhouseCoopers Global Entertainment and Media Outlook: 2004-2008, Retrieved on 15 December 2004, from: http://www.fipp.com/1396.
15. FIPP (2005) Routes to Success for Consumer Magazine Websites. A Survey by the International Federation of the Periodical Press, Compiled by Guy Consterdine, Retrieved on 10 October 2005, from: http://www.fipp.com/assets/downloads/ConsumerMagWeb.pdf.
16. Franz, R. and Wolkinger, T. (2003) 'Customer integration with virtual communities. Case study: the online community of the largest regional newspaper in Austria', Proceedings of the 36th Hawaii International Conference on System Sciences, IEEE.
17. Galbi, D. (2001) 'The new business significance of branding', The International Journal on Media Management, Vol. 3, No. 4, pp.192-198.
18. Gallaugher, J.M., Auger, P. and BarNir, A. (2001) 'Revenue streams and digital content providers: an empirical investigation', Innovation and Management, Vol. 38, No. 7, pp.473-485.
19. Gerpott, T.J. and Wanke, H. (2004) 'Interactivity potentials and usage of German press-title web sites: an empirical investigation', Journal of Media Economics, Vol. 17, No. 4, pp.241-260.
20. Grönlund, M. and Toivonen, T.E. (2003) 'Magazine and newspaper strategic profiles and the new media. A diagnostic approach. Towards new media paradigms, content, producers, organisations and audiences', II Cost A20 International Conference Proceedings, pp.431-440.
21. Hagel, J. and Armstrong, A. (1997) NetGain: Expanding Markets through Virtual Communities, Boston, MA: Harward Business School Press.
22. Johansson, T. (2002) 'Lighting the campfire: the creation of a community of interest around a media company', The International Journal on Media Management, Vol. 4, No. 1, pp.4-12.
23. Jones, Q. and Rafaeli, S. (1999) 'User population and user contributions to virtual publics: a systems model', Paper Presented at GROUP 99, Phoenix, Arizona, USA.
24. Jupiter Research (2004) Paid Content Forecast, Retrieved on 15 December 2004, from: http://www.jupiterresearch.com/bin/item.pl/research:vision/63/id=95343.
25. Kaiser, U. (2003) 'The effects of website provision on the demand for German women's magazines', Discussion Paper 2003-31, University of Southern Denmark at Odense, Centre for European Economic Research and Centre for Economic and Business Research, Denmark.
26. Kaiser, U. (2004) 'An estimated model of the German magazine market', Economic Discussion Papers No. 4/2004, University of Southern Denmark at Odense, Centre for European Economic Research and Centre for Economic and Business Research, Denmark.
27. Kaiser, U. (2005) 'Magazines and their companion websites: competing outlet channels?' Discussion Paper, University of Southern Denmark at Odense, Denmark.
28. Kaiser, U. and Kongsted, H.C. (2005) 'Do magazines' companion websites cannibalize the demand for the print version?' Discussion Paper 2005-10, Centre for Economic and Business Research, Denmark.
29. Kanso, A.M. and Nelson, R.A. (2004) 'Internet and magazine advertising: integrated partnerships or not?' Journal of Advertising Research, Vol. 4, No. 4, pp.317-324.
30. Kolo, C. and Vogt, P. (2004) 'Traditional media and their internet spin-offs: an explorative study on key levers for online success and the impact of offline reach', The International Journal on Media Management, Vol. 6, Nos. 1/2, pp.23-35.
31. Lumpkin, G.T. and Dess, G. (2004) 'E-business strategies and internet business models: how the internet adds value', Organisational Dynamics, Vol. 33, No. 2, pp.161-173.
32. McGovern, G. (2001) 'Content builds brands online', The International Journal on Media Management, Vol. 3, No. 4, pp.198-210.
33. McWilliam, G. (2000) 'Building stronger brands through online communities', Sloan Management Review, Spring 2000, pp.43-54.
34. Merrilees, B. (2001) 'Do traditional strategic concepts apply in the e-marketing context?' Journal of Business Strategies, Vol. 18, No. 2, pp.177-190.
35. Online Publishers Association (2004) Multi-Channel Media Brands: Attitudinal and Usage Study, Retrieved on 30 December 2004, from: http://www.online-publishers.org/pdf/opa_multichannel_media_brand_study_nov03.pdf.
36. Picard, R. (2002) The Economics and Financing of Media Companies, New York: Fordham University Press.
37. Porter, M.E. (1985) Competitive Strategy, New York: Free Press.
38. Porter, M.E. (2001) 'Strategy and the internet', Harvard Business Review, March, pp.63-78.
39. Posnock, S.T. (2001) 'Low-risk revenue streams', Folio, 15 June 2001, Retrieved on 31 December 2004, from: http://www.keepmedia.com/pubs/Folio/2001/06/15/139035.
40. Posnock, S.T. (2004) 'Going digital', Folio, 1 April 2004, Retrieved on 31 December 2004, from: http://www.keepmedia.com/pubs/Folio/2004/04/01/403957.
41. PPA (2004) Lines of Engagement: The Opportunities for Magazines in a Changing Media Context. A Report for PPA by the Henley Centre, 5 April 2004, Retrieved on 9 February 2006, from: http://www.ppa.co.uk/mags2004/conference/downloads/day2/round_table/ henley.pdf.
42. Randall, D. (1997) 'Consumer strategies for the internet: four scenarios', Long Range Planning, Vol. 30, No. 2, pp.157-168.
43. Randle, Q. (2003) 'Gratification niches of monthly print magazines and the world wide web among a group of special-interest magazine subscribers', Journal of Computer-Mediated Communication, Vol. 8, No. 4.
44. Rheingold, H. (2000) The Virtual Community. Homesteading on the Electronic Frontier, revised edition, Cambrigde, MA: The MIT Press.
45. Rich, L. (2003) 'Making web sites work harder for their magazines', Folio, Vol. 32, No. 11, pp.44-45.
46. Romm, C., Pliskin, N. and Clarke, R. (1997) 'Virtual communities and society: toward an integrative three phase model', International Journal of Information Management, Vol. 17, No. 4, pp.261-270.
47. Rothaermel, F.T. and Sugiyama, S. (2001) 'Virtual internet communities and commercial success: individual and community-level theory grounded in the a typical case of TimeZone.com', Journal of Management, Vol. 27, pp.297-312.
48. Saksena, S. and Hollifield, C.A. (2002) 'US newspapers and the development of online editions', The International Journal on Media Management, Vol. 4, No. 2, pp.75-84.
49. Shapiro, C. and Varian, H.R. (1999) Information Rules: A Strategic Guide to the Network Economy, Boston, MA: Harvard Business School Press.
50. Simon, D.H. (2005) 'The effect of a magazine's digital content on its print circulation: cannibalization of complementary?' Cornell University Working Paper, Ithaca, New York, USA.
51. Smith, S. (2004) 'The revenue streams of 2005', EContent, 1 December 2004, Retrieved on 31 December 2004, from: http://www.keepmedia.com/pubs/EContent/2004/12/01/671883.
52. Stahl, F., Schäfer, M-F. and Mass, W. (2004) 'Strategies for selling paid content on newspaper and magazine web sites: an empirical analysis of bundling and splitting of news and magazine articles', The International Journal on Media Management, Vol. 6, Nos. 1/2, pp.59-66.
53. Tungate, M. (2004) Media Monoliths. How great media brands thrive and survive, London: Kogan Page.
54. Varadarajan, P.R. and Yadav, M.S. (2002) 'Marketing strategy and the internet: an organising framework', Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp.296-312.