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Thesis
The online transition: the view from inside a major market weekly
Master of Science (M.S.), Drexel University
Nov 2011
DOI:
https://doi.org/10.17918/etd-3671
Abstract
The media industry is undergoing a change and no one is exempt. No matter the medium, size of the company, or current subscription levels or ratings, the future is in question. Where one is positioned and how one responds to the obstacles and twists will dictate survivability. There are schools of media theorists who believe the convergence of media to be the death of journalism. Others warn that media companies should do all that they can to channel the audience back to their traditional medium. Of course there are also the camps that praise the Internet for its ability to combine traditional media distribution techniques. Where do media companies stand? On which side of the fence do they stand? What are they doing?This thesis analyzes what one major market weekly newspaper is doing, Big City Weekly, as it will be referred to for anonymity, and compares it to what the analysts are saying and other companies of varying similarities are doing. Broadcast media and print media, national and local, same market and different markets, daily and weekly, all have to formulate strategies many of which may appear to take the same skeletal structure. How does Big City Weekly look in comparison to a major national paper, the leading local paper, the leading papers of other markets, their weekly competitor in Big City, other weekly papers, and the broadcasters?Big City Publications, Inc. considers their publishing strategy to be multi-platform, publishing designated for more than one distribution technique. Their strategy for being such is compared with other "multi-platform" publishers as a way to help define multi-platform. Media companies need to be multimedia companies, print needs to take on broadcasting and broadcasting needs to take on print. The techniques that went into developing other media will still apply, but will be needed in multi-platform environments.
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Details
- Title
- The online transition
- Creators
- Nicholas Robert Ciervo - DU
- Contributors
- Albert S. Tedesco (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 3671; 991014632071904721