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

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

  • 권혁인 (중앙대학교 경영학부) ;
  • 양문실 (중앙대학교 문화예술경영학과) ;
  • 나윤빈 (중앙대학교 문화예술경영학과)
  • 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)
  • 투고 : 2016.04.25
  • 심사 : 2016.08.20
  • 발행 : 2016.08.28

초록

본 연구는 디지털미디어 시대 도래에 따른 인쇄매체 침체 위기 상황 속에서 국내 대중지가 직면한 문제를 해외 성공사례와 비교해 살펴봄으로써 대안을 제시하는 데 초점을 두었다. 스마트 디바이스 환경에 놓인 국내 대중지, 그 중에서도 여성지들의 현황 조사와 국내 4대 여성잡지에 근무하는 실무자와의 심층인터뷰를 통해 브랜드 포지셔닝을 분석하고 변화 방향을 확인하였다. 이후, 디지털 변환을 성공적으로 진행 중인 해외 매거진들의 사례와 비교하였다. 그 결과, 국내 여성지들은 종이책 출판시스템에 익숙하여 디지털화에 대한 노하우가 부족하고, 새로운 디지털 콘텐츠 브랜드 기획에 있어서도 협업과 개방, 트랜스미디어, 크로스미디어 등의 측면에서 한계를 보였다. 또한 실용성보다는 가십성과 대중성에 기반하여 포괄적이며 비전문적인 기사 구성으로 잡지들 간 내용 면에서 중첩되는 부분이 많아 동종 여성지들 간의 차별화가 무엇보다 시급한 문제로 드러났다.

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