Browsing by Author "Gregan, Eugenie"
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- Item'n Ondersoek na die tydskrifte Weg!/go! en Women's Health se nie-media handelsmerkuitbreidings : moontlike riglyne vir publikasies(Stellenbosch : Stellenbosch University, 2020-03) Gregan, Eugenie; Rabe, Lizette; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism.ENGLISH ABSTRACT: A decline in revenue from advertising, as well as websites that are not generating enough revenue, have been causing many publications across the globe to close their doors. Publications are forced to create new revenue streams if they wish to survive. Because of the high cost involved in new product launches, brand extensions are an affordable strategy to create new revenue streams. Brand extensions are also used as a new, additional way to engage with readers. Publisher Media24’s print titles have been supported by diverse brand extensions for a number of years, and a new department called Media24 Lifestyle Live was launched in 2019 to specifically develop non-print brand extensions for magazines. This study investigates how two magazine titles, Weg!/go! and Women’s Health plan and develop non-print brand extensions that have a specific fit with their publication, as well as what the implications and challenges involved are and how value is created for sponsors and consumers. The theoretical premise of this study can be summarised as follows: Innovation brings about changes in an organisation’s structures and revenue streams. Several experts and researchers advocate increasing media innovation and believe the media should be able to master journalism together with business. For this reason, innovation theory is applicable to media titles’ non-media brand extensions. The methodology used for data collection was semi-structured interviews and qualitative field research. The collected data could be used by the researcher to propose guidelines to publications for the development of successful non-media brand extensions. Suggested guidelines for publications for the development of non-print brand extensions are included.