IM_thesis_Katja Mariella Saupe: Advertising Marketing within the Medium of Magazines – Changing Advertising Marketing due to a Digitalized Society
Author
Saupe, Katja Mariella
Term
4. term
Publication year
2021
Submitted on
2021-06-02
Pages
98
Abstract
Society is shifting from print to digital media. Publishers feel this in their advertising income: demand for online is rising while print is declining. Because advertising remains a main source of funding, publishers must adapt. This thesis examines recent trends in publishers’ advertising and explores how print and online can be combined as marketing channels in the future. The study uses two content analyses: one tracking changes in magazine advertisements, and one based on an expert interview. The goal is to refine a model from the academic literature that helps explain these developments.
Samfundet er i gang med et skifte fra trykte til digitale medier. Forlag mærker det i deres annonceindtægter: efterspørgslen på online er stigende, mens tryk er faldende. Fordi annoncering fortsat er en hovedkilde til finansiering, må forlag tilpasse sig. Dette speciale undersøger de nyeste tendenser i forlagenes annoncering og udforsker, hvordan tryk og online kan kombineres som markedsføringskanaler fremover. Studiet bruger to indholdsanalyser: den ene kortlægger ændringer i magasinannoncer, og den anden bygger på et ekspertinterview. Målet er at videreudvikle en model fra litteraturen, der kan belyse disse udviklinger.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
Keywords