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The social role of magazines is as uncertain as their commercial basis
Journalism & Communication
Pages 8 (2008 words)
Essay Question: “The social role of magazines is as uncertain as their commercial basis” While majority of the paper media industry has been faced with the challenges in updating their business models, there have been concerns with the magazine industry as well.
Over the years, there have been reports of increasing demands among customers regarding a certain extent of control and influence over their media experiences as the media and technology industries have compelled them to do so. At present, digital formats can enable readers to easily navigate and establish interactions with the magazine content. Publishers have increased their ability in retaining the design conformity of a typical print magazine and, at the same, integrate the dimension of interactivity which attracts readers and generates a more engaging and dynamic experience (Machin and Thornborrow, 2003). In addition, the engagement of advertisements can also be enhanced owing to this digital resolution. However, there is still an increasing concern as to how magazines can retain their readers, establish and sustain effective brands, and increase profitability. Therefore, a number of factors must be emphasized, including brand awareness as well as the engagement of customers and their intentions to purchase. This paper will then focus on how readers relate to the magazine as a brand and how this process can influence their recall of the brand along with their intentions of purchasing such publications. ...
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