The role of the website in a magazine business: Revisiting old truths

Ellonen, Hanna-Kaisa, Wikstrom, Patrik, & Johansson, Anette (2015) The role of the website in a magazine business: Revisiting old truths. Journal of Media Business Studies, 12(4), pp. 238-249.

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Abstract

This paper explores consumer behavioural patterns on a magazine website. By using a unique dataset of real-life click stream data from 295 magazine website visitors, interesting behavioural patterns are noted: most importantly, 86 % of all sessions only visit the blogs hosted by the magazine. This means that the visitors short-circuit the start page and are not exposed to any editorial content at all, and consequently not to any commercial content on those pages. Sessions visiting editorial content, commercial content or social media links actually represent only one (1) per cent or less of all sessions recorded. Consequently, the online platform gives very limited support for the business model. Our data questions the general assumption that online platforms are key components of a contemporary magazine’s business model.

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ID Code: 89178
Item Type: Journal Article
Refereed: Yes
DOI: 10.1080/16522354.2015.1107334
ISSN: 1652-2354
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Technology and Digital Media Studies (200102)
Divisions: Current > Research Centres > Digital Media Research Centre
Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Schools > School of Media, Entertainment & Creative Arts
Copyright Owner: Copyright 2015 Taylor & Francis Group
Deposited On: 16 Oct 2015 03:35
Last Modified: 05 Jun 2017 04:40

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