Applied Research

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Applied Research

Assignment I

17-12-2012
Applied research

TABLE OF CONTENT

PROBLEM IDENTIFICATION……………………………………………………………………………………………………………..3 CONCEPT MAP………………………………………………………………………………………………………………………………..4 QUESTIONS……………………………………………………………………………………………………………………………………..5 SEARCH PLAN………………………………………………………………………………………………………………………………….8 APPENDIX………………………………………………………………………………………………………………………………………14 PROBLEM IDENTIFICATION

Publishing industry
The publishing industry has been around for over a hundred years and magazines were often seen as the ‘untouchables’ within this media spectrum. According to Doyle, “one of the major differences between magazine and newspaper publishing is that the magazine industry is flourishing. Readership and revenues of magazines have generally been growing steadily throughout the last two decades.” (Doyle, 2002, p. 134).

Trends
However, since 2002 a lot has changed: many research and news articles in Europe and the US, state that there is a considerable decrease in magazine sales. Furthermore many technological developments have taken place since the beginning of the 21st century; the Netherlands is no exception. This has led to the digitalization of society. To name the most important trends: social media and online shopping have been adopted by the mass, smart phone penetration has grown to over 50% and tablet penetration has risen to over 15% (Telecompaper.com, 2012). Since technology does not stand still, there are already many new developments on the verge of becoming a trend. Traditional and digital media converge, consumers will become prosumers and the possibilities of augmented reality are being discovered.

Cannibalization or enhancement
The examples mentioned above are all significant changes that bring along questions such as: “will mobile phones will become the remote controls for life?” (Frankwatching), “how far must magazines fall” (NY Times), “in what lies the digital future of digital magazines” (Forbes Magazine). Some say that the digitalization of society will cannibalize the publishing industry, while others opinionate that it can only enhance it. Either way, facts are facts and magazine sales are decreasing. That means that publishers have to find new ways of attracting an audience, in order to stay profitable.

CONCEPT MAP

QUESTIONS
After identifying the problem and visualizing it in the concept map, I have come up with the following questions:

A. Policy question
* How can a Dutch women’s magazine [TITLE] remain profitable in the age of digitalization?

A. 1Research question
* What is the added value of augmented reality for a Dutch women’s magazine?

A. 1.1Sub-questions
* What is augmented reality?
* What techniques are there and what are the creative possibilities for a magazine? * Which companies are early adapters? What are the successes and what are the learnings? * What is the opinion of the consumer on augmented reality? * Is augmented reality feasible for this magazine? (cost, time, skills, etc.) * In what way can augmented reality be implemented into a magazine?

A. 2Research question
* What is the added value of e-publishing for a Dutch women’s magazine? A. 2.2Sub-questions
* What is e-publishing?
* What are the creative possibilities for a magazine?
* What are the costs?
* What does the market look like for e-publishing?
* What is the opinion of the readers on the digitalization of a magazine? * Will e-publishing be used as an enhancement or replacement of print? * How can e-publishing be incorporated in such a way that is in line with the magazine’s brand?

B. Policy question
* What does the shift from “consumer” to “prosumer” mean for a Dutch magazine [TITLE]?

B.1Research question
* How can we motivate readers to actively contribute to a Dutch women’s magazine? B.1.1Sub-questions
* What are possible ways of contribution from the reader? *...
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