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http://dx.doi.org/10.14400/JDC.2016.14.8.127

A Strategy for Converting from Printed to Digital Magazines : - Focusing on the Brand Positioning of International and Domestic Popular Magazines -  

Kwon, Hyeog-In (School of business administration, Chung-Ang University)
Yang, Mun-Sil (Dept. of Culture-Art Business Administration, Chung-Ang University)
Na, Yun-Bin (Dept. of Culture-Art Business Administration, Chung-Ang University)
Publication Information
Journal of Digital Convergence / v.14, no.8, 2016 , pp. 127-136 More about this Journal
Abstract
This paper focuses on proposing an alternative solution via identifying the problems that domestic popular magazines encounter in the context of the recession crisis faced by printed media in accordance with the advent of the digital media era. Firstly, current-state investigation and in-depth interviews with editorial staff of the major 4 domestic women's magazines were conducted to analyze their brand positioning and change of direction in facing the rise of smart devices. Secondly, domestic women's magazines were compared with international popular magazines that have been successfully undergoing digitalization. Accordingly, domestic women's magazines lack the know-how to digitalize their publication and show limitations in collaboration, openness, trans-media, and cross-media. As most women's magazines are unprofessionally composed of gossip articles having popular appeal rather than practicality, it is an urgent issue for them to differentiate their contents from competitors.
Keywords
Digital Magazine; Printed Magazine; Brand Positioning; Popular Magazines; Women's Magazines;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
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