STRATEGIC MANAGEMENT IN MASS MEDIA – COMPARATIVE APPROACH TO PRINTED AND ELECTRONIC EDITIONS

Florentina-Mirela Marinescu

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2019, vol. 13, issue 1, 584-597

Abstract: Based on the similarities and differences that characterize the printed and online editions of the selected titles, the paper aims to explore the strategies used by managers to increase performance and profitability. A parallel analysis model of the two types of publications is identified, indicating possible synergies and differences. The model allows comparative analysis of online and printed publications to assess and plan the economic performance of each type. The analysis is based on the patterns and trends of each category, starting from the multi-annual evolution of advertising sales and the number of readers for online (website) and print (newspaper) editions. The paper aims to reveal how digitalization and the Internet have changed the market and the audiences of the two media channels, as well as how, through their adopted strategy, managers adapted business in a strongly competitive and complex environment, identifying the main factors which would allow the stability and continuity of traditional media.

Keywords: advertising revenue; audience; mass media. (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:13:y:2019:i:1:p:584-597

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