chapter  12
11 Pages

Magazine Management

Publishing as a Business
WithHanna-Kaisa Ellonen, Anette Johansson

This chapter provides a review of the research on the magazine industry, segmented in the following five categories: media economics, management research, business modeling, innovation and brand management. Magazine professionals are seldom singled out as a specific group in the management literature but are rather included in the broader concept of journalists or creative professionals within the media industry. Helene Hafstrand suggested the strategic capabilities of a magazine publisher are located in human resource management, market knowledge and product development. Research on the business models magazine publishers use concentrates on the firm’s logic for creating and commercializing value. Innovation in magazine publishing is a highly pertinent and important research topic, for as more and more actors come into the industry, the competition becomes fiercer. Gillian Doyle maintains that segmentation is at the heart of consumer magazine publishing and that the magazine’s brand is a major asset in terms of ensuring that the brand appeals to a particular segment or niche.