• Katja Mariella Saupe
4. term, Master of Business Administration (MBA) (Continuing Education) (Continuing Education Programme (Master))
Society today is undergoing a transformation. Digital media use is increasing while the use of traditional print media is decreasing. Publishing houses are also experiencing this change. Demand for online media is increasing while the demand for print media is decreasing. This evolution is reflected in the advertising sales of the publishing houses' media. As advertising marketing proves to be one of publishers' main forms of financing, publishers are faced with the challenge to cope with this trend in the future.
This thesis will examine the recent trend in advertising marketing among publishers and will explore ways in which publishers can combine the use of both forms of media as a marketing tool in the future. Two content analyses are carried out using a study of changes in magazine advertisements as well as an expert interview. The objective of this thesis is the further development of a model derived from the literature.
Keywords: Ad marketing, Advertisement Circulation Spiral, publishing houses, print media, online media
LanguageEnglish
Publication date2 Jun 2021
Number of pages98
ID: 413353103