An Analysis on NPO's Print Media Management: The Case of Consumer Reports of Taiwan
Date Issued
2015
Date
2015
Author(s)
Chen, Yun-Ju
Abstract
In Taiwan, the Consumers'' Foundation, Chinese Taipei (CFCT) is a highly representative of non-profit organizations in the consumer protection movement. Because of its non-political, non-profit, and neutral quality, it has a degree of credibility. In addition, the Consumer Reports of Taiwan, which is published by the Consumer Reports publisher is a practice of consumer protection movement. With the rise of the social change and the information age, the development of Consumer Reports of Taiwan gradually be affected, seen on sales crisis. However, the existing literature points out that a non-profit media should have the value of existence and the space of corresponding market and benefit. The early development of the Consumer Reports of Taiwan contributed by the socio-economic context is similar to the literature referred to. However, in recent years, it repeatedly encounters challenges and difficulties. Therefore, this research attempts to explore the Consumer Reports of Taiwan''s developing context and business strategies by the operating theory of nonprofit organizations and the publishing perspective of the print media. Furthermore, through secondary data analysis and in-depth interview, the research inquires the current business situation and the character of the publication of the Consumer Reports of Taiwan and tries to propose a number of management directions for reference. Five points have been found in this study: (1) the mission of the publication is clear, but the property is wavering. (2) the publication and the system of Foundation are interdependent. (3) issue selection is the key of the magazine. (4) the rate of coverage is significantly underprivileged. (5) the link of the magazine and the network still has room for improvement. This research recommends that the policy issues of continuity could be solved by strategic meetings. Moreover, strengthening the link with the network, expanding the thinking of issues, the space of interacting with consumers, establishing the differences of the magazine are necessary.
Subjects
NPO
print media
Consumer Reports of Taiwan
CFCT
media business
Type
thesis
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