The Development of Digital Platform in News Magazine：A Case Study of “Independent Opinion@CommonWealth Magazine”
Date Issued
2014
Date
2014
Author(s)
Wang, S-Chen
Abstract
In the digital age, traditional media suffers from rapid decline of readership and profitability. Theory of Ansoff''s Matrix suggests how firms grow their business by adopting strategies based on new products and new markets. This study seeks to explore how CommonWealth Magazine developed the new website-“Independent Opinion@CommonWealth Magazine”. The website differentiates its content by presenting critical reviews that speak up for citizen rights such as democracy and social justice. Through textual analysis and in-depth interviews with managerial staffs and journalists, the results show that Independent Opinion website was developed in accordance with the digitalization of CommonWealth Magazine. Despite there was conflict of opinion about the content of the website, the media still have shared mission, thus supports the development of the website. With the resources provided, Independent Opinion website utilizes the advantages of digital platform and provides independent voices which enrich the discussion of public policies in Taiwan. Although online business model is unclear, in the long term, CommonWealth could benefit from the website, including readership growth, brand value enhancement, and digital revenue opportunities.
Subjects
traditional media
digital website
content differentiation
Type
thesis
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