'n Ondersoek na die tydskrifte Weg!/go! en Women's Health se nie-media handelsmerkuitbreidings : moontlike riglyne vir publikasies

Gregan, Eugenie (2020-03)

Thesis (MA)--Stellenbosch University, 2020.

Thesis

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.

AFRIKAANSE OPSOMMING: ’n Afname in inkomste uit advertering en digitale tuistes wat nie genoeg inkomste genereer nie, het tot die sluit van verskeie mediapublikasies regoor die wêreld gelei. Publikasies wat wil aanhou om suksesvol voort te bestaan, word gedwing om nuwe inkomstestrome te skep. Om nuwe produkte bekend te stel, is duur. Derhalwe is handelsmerkuitbreidings ’n bekostigbare strategie om nuwe inkomstestrome te skep. Handelsmerkuitbreidings word ook gebruik as ’n nuwe, addisionele manier om met lesers te skakel. Die uitgewer Media24 se gedrukte titels word reeds ’n geruime tyd deur diverse handelsmerkuitbreidings ondersteun en ’n nuwe afdeling, Media24 Lifestyle Live, is in 2019 gestig om spesifiek nie-media handelsmerkuitbreidings vir tydskrifte te ontwikkel. Hierdie studie stel ondersoek in na twee van hierdie titels, Weg!/go! en Women’s Health se nie-media handelsmerkuitbreidings. Daar word ondersoek hoe die nie-media handelsmerkuitbreidings by hierdie publikasies pas, asook wat die implikasies van hierdie uitbreidings is en hoe daar waarde vir borge en verbruikers geskep word. Die teoretiese uitgangspunt van hierdie studie kan as volg opgesom word: Innovasie bring veranderinge in ’n organisasie se strukture en inkomstestrome teweeg. Verskeie kenners en navorsers bepleit toenemende media-innovasie en meen die media moet joernalistiek in tandem met besigheid kan bemeester. Hierom is innovasie-teorie toepaslik op mediatitels se nie-media handelsmerkuitbreidings. Innovasie-teorie vorm dus die teoretiese onderbou van die studie. Die metodologie wat vir data-insameling gevolg is, was semi-gestruktureerde onderhoude en kwalitatiewe veldnavorsing. Danksy die data wat ingesamel is, kon die navorser uiteindelik riglyne vir publikasies voorstel vir die ontwikkeling van suksesvolle nie-media handelsmerkuitbreidings.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/107745
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