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Magazine ediitors' new business models - The age of cross-channel diffusion

posted Jun 8, 2015, 6:06 AM by Julien Pillot   [ updated Jun 8, 2015, 7:28 AM ]

THE ENDING OF AN ERA, THE AWAKENING OF AN OTHER

The digital revolution entails a decompartmentalisation of medias as well as an overturn of information consumption practices.  For editors, the shock is severe and their strategy have to be questionned. However, However, at the very core of the model transition, lie new market opportunities, and plenty of possible and efficient strategic schemes.

 

The era in which the traditional two-sided model - e.g. intermediation between readers and advertisers - was the dominant design is over.  Indeed, the digital revolution establishes a new ecosystem of the press which is included into an enhanced continuum, from print to Internet, from connected screens to events. Although paper keeps its credentials, it is now just a dimension of a complex business, enhanced by large opportunities in the digital and non-media markets. 


REACHING PERFORMANCE IN ATTENTION-DRIVEN ECONOMIES AND MOVING FRAMEWORKS DEMANDS A COMPLETE RETHINKING OF TRADITIONNAL STRATEGIES AND THE ACQUISITION AND VALUATION OF ESSENTIAL ASSETS
 
Such a large amount of possible market strategies results in higher risk of scattering and crumbling investments. Consequently, the sound assessment of the consistency of strategic choices is - more than ever - recommanded. Both digital and habits révolutions introduce a whole new level of complexity in which there is no "best practices" and "one best way" yet to  solve magazine's editors issues. It is far too early to implement follow-on and imitation stratégies. Instead, it is necessary to test and learn from new formats, to replace old conventions by newer, and to experiment new assets combination to - possibly  - reach economic performance.  

Thus, efficient 360° value-creation strategies emanate from drastic and original choices made by press editors to get and enhance the most essential assets in an hybrid world (print/digital). Where the thinkings of businessess were often circumscribzed to arbitrations between readership, content and volume of advertisments, they now have to adopt a cross-channel dimension, which is evidence of a changing business. During this transition, editors progressively leave known and tagged territories to explore unknown horizons in which being continuously  innovative, transgressive, and creative is a fundamental prerequisite.

This is the purpose of this study to provide businesses with an original "reading grid" to decrypt the different strategic opportunities flowing from moving environments, and to help them to manage change consistently. To be able to compete in such a Framework, they have no choice but to focus on these 3 major strategic levels : 
 

The business models and 360° strategies analysis

The essential assets valuation

The examination of organisationnal mutations and new key expertises




STUDY DETAILS
Series : Precepta (PTAC)
Code : 5COM15
Paperback :  132 pages
Language : French
Publication date : March 2015
Price : € 2 900 [Commercial Link]

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