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“Less Is More, Forget The Mass”: An Explorative Study on Product Transformation Strategies for Subscription-first Newspapers
KTH, School of Electrical Engineering and Computer Science (EECS).
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The competitive market of the newspaper industry has undergone considerable changes driven by new technology, the internet and changing audience behavior. The industry is facing two current crises, the decline in print and advertising revenues, and at the same time, the growth of free online content. One of the major challenges for traditional newspapers is to find new ways to increase digital revenues to make-up for these losses. This study uses qualitative interviews and readership data collected from a large traditional publisher to explore how the newspaper can reshape the customer value proposition and increase digital subscriptions. Additionally, the study uses case examples from the industry to combine theoretical reflections with practical development. The newspapers need to continue to explore new opportunities in media, and balance focus between traditional and newer, more radical activities. In the future, success will be dependent on the integration of value-added elements. The findings suggest that traditional newspapers should enhance the value proposition by investing even more in high-quality and multimedia journalism. The audience is willing to pay if the product has a high relative value and is differentiated from the free online news. This can be done by an extensive integration of technology into the journalistic processes and a more defined product. Further, the publisher needs to abandon mass media models and offerings that provide something for everyone, instead offering niches and limited-edition news products to add new revenue streams.

Abstract [sv]

Tidningsindustrin genomgår dramatiska förändringar driven av ny teknik, förändrade konsumentvanor och nya aktörer. Industrin står inför två stora utmaningar, nedåtgående försäljnings- och annonsintäkter och tilltagande gratis innehåll online. En av de stora utmaningarna för tidningar är att hitta nya sätt att öka intäkterna på för att kompensera för dessa förluster. Denna studie använder kvalitativa intervjuer i kombination med kunddata från en Sveriges största morgontidning för att undersöka hur tidningarna kan transformera kunderbjudandet och öka antalet digitala prenumerationer. Studien använder dessutom case från medieindustrin för att kombinera vetenskaplig teori med praktisk utveckling. Tidningarna behöver fortsätta att utforska nya affärsmodeller och balansera fokus mellan inkrementella och mer radikala aktiviteter. Resultatet från denna studie indikerar att tidningarna kan öka kundvärdet genom att investera ännu mer i högkvalitativ- och digital journalistik. För att öka intäkterna borde tidningarna även fokusera mindre på att erbjuda ”lite av allt till alla” och istället erbjuda mer nischade nyhetsprodukter.

Place, publisher, year, edition, pages
2018.
Series
TRITA-EECS-EX ; 2018:472
Keywords [en]
Newspapers, business models, subscription, online revenue, readership, online journalism
National Category
Computer and Information Sciences
Identifiers
URN: urn:nbn:se:kth:diva-240668OAI: oai:DiVA.org:kth-240668DiVA, id: diva2:1274597
Supervisors
Examiners
Available from: 2019-02-12 Created: 2019-01-02 Last updated: 2019-02-12Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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Output format
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