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

종이 잡지의 디지털 매거진 변환 전략: 해외 매거진과 국내 대중지의 브랜드 포지셔닝을 중심으로

  • 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)
  • 권혁인 (중앙대학교 경영학부) ;
  • 양문실 (중앙대학교 문화예술경영학과) ;
  • 나윤빈 (중앙대학교 문화예술경영학과)
  • Received : 2016.04.25
  • Accepted : 2016.08.20
  • Published : 2016.08.28

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

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