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Strategy for Paid Digital Contents after the Advent of N-screen Era: Focused on News-contents Business Models of Foreign Newspaper Companies
Abstract
The study investigated the N-Screen strategies of paid digital contents of foreign newspapers belonging to advanced companies: USA, United Kingdom, and Japan. This research employed the time to launch paid digital content business, whether or not to segment market, and 4p marketing mix strategies for analyzing the strategies. The results show that the strategies, starting around the year 2000, had experience chasm, and then revived since the year 2010, when the penetration rate of mobile devices proliferated. Most newspapers still supply contents under the assumption that they paly in a mass market. The items of paid digital contents are mainly composed of e-paper and digital contents. Regarding the price strategy, soft paywall and combination paywall are largely used. Distribution strategy is subject to whether or not to discriminate the path of digital contents. As for promotion strategy, bundling strategy with newspaper is mostly utilized. The difference between western countries and Japan was found in term of the free trial service.
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Purpose – The purpose of this paper is to verify whether relationship marketing is a new paradigm that has replaced transactional marketing. Design/methodology/approach – A literature and empirical study indicated that relationship marketing is neither an invention of the late twentieth century, nor prevailing in practice. This suggested that rather than a complete paradigm shift, relationship marketing and transactional marketing are complementary. Through interviewing five Scandinavian companies about their marketing priorities, their mix of transactional and relationship marketing approaches was studied. Findings – The paper finds that no company exclusively used the relationship marketing approach. Some were merely utilizing the traditional marketing concept of 4Ps; others were blending a relationship and transactional marketing mix. Research limitations/implications – This is a limited study, which calls for further validating. Practical implications – The Kotlerism of the 4Ps is still dominating. Relationship concepts are utilized to some extent. A relationship strategy can be used as a supporting approach. Thus, there is need to blend relationship and transactional marketing mixes. Originality/value – The paper argues that the relationship marketing is not a paradigm shift; focus should be on relationship management, not marketing. The paper also shows the complementarities of relationship management and transactional marketing.
As new technologies prompt a convergence of content and delivery modalities, traditionally distinct media are now beginning to compete for audiences, program inputs and advertising dollars. The present study explores audience demand components for enhanced (multimedia) cable service in the context of uses and gratifications theory. Results reveal positive relationships between perceived motives associated with the use of both traditional television and emerging multimedia cable modalities. This finding is consistent with other work which negates the displacement function of online services over traditional mediated communication use.
An online survey targeted to politically interested Internet users assesses whether traditional media use is decreasing, increasing or remaining the same since users first started using the Web, bulletin boards/electronic mailing lists and chat rooms. Associations are made between media use gratifications, political attitudes and demographics and traditional media use, and further analysis determines whether these factors predict changes in the amount of time online users spend with traditional media. This study's findings are compared with a similar study conducted in 1996. News magazines and radio news took the hardest hit from the Internet in 2000 but in 1996 television news suffered the most. Generally, in both years the Internet had not altered media use patterns. In 1996 and 2000 more users claimed that the time they spent seeking political information from traditional media sources had stayed the same than had changed. However, the trend indicates that those Internet users whose media patterns have changed are abandoning traditional media at a much greater rate than they are increasing their use.
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