An Internet strategy for a niche magazine : a uses and gratifications approach
Date
2010-03
Authors
Ekron, Zigi
Journal Title
Journal ISSN
Volume Title
Publisher
Stellenbosch : University of Stellenbosch
Abstract
Magazine publishers are under increasing pressure to extend their business strategies beyond the
traditional printed products. A culture of instant gratification of media needs, pervasive social
networking and the immediacy of content delivery, which are all provided by the World Wide
Web, aggravate fears that readers will ultimately abandon the printed media in favour of the
Internet as the primary content provider. These fears are rooted in the assumption that consumers
choose the media they use based on preconceived ideas as to how these media will fulfil their
needs.
If the Internet succeeds in supplanting or displacing printed media, it could potentially
destroy the traditional magazine model whereby publishers simultaneously generate revenue
from the sale of media content to their audience and the sale of the audience’s attention to their
advertisers. Therefore it is imperative that magazine publishers develop a relevant and efficient
strategy to maintain their position as “intermediary” between advertisers and the media audience.
To develop such a strategy, they need to understand what media uses consumers have for the
Internet and what gratifications they expect to receive. Once this is understood, publishers could
develop their online and offline strategies to service these uses and gratifications.
This thesis contains qualitative research conducted in a phenomenological paradigm
through the application of two descriptive surveys. The first survey focused on the experiences
and attitudes of visitors to the website of WegSleep, an Afrikaans South African niche magazine
for the caravanning and camping community, whilst the second compares similarities between
the seven most visited magazine websites in South Africa during 2008.
A correlation of the findings leads to the conclusion that although the Internet could
potentially emulate all media, readers do not employ the Internet for exactly the same purposes
as printed media. Whilst some displacement does take place, magazines are still better at serving
readers’ affective and escapist needs. Conversely, the Internet is the preferred medium with
regard to information gathering and cognitive media needs as well as personal integrative needs.
Social integrative needs appear to be non medium specific. A complementary combination of the
printed product and the online offering could therefore provide gratification of all media needs
and promote brand loyalty instead of medium loyalty.
Description
Thesis (MPhil (Journalism))--University of Stellenbosch, 2010.
Keywords
Gratification, Niche magazines, Internet advertising, World Wide Web, Magazine websites, Dissertations -- Journalism, Theses -- Journalism