Documentos de Académico
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Documentos de Cultura
Thesefourareallforeignowned. Hearst andCondNastarefullyAmericancompanies withUKdivisions,andthetwoareclosecompetitors.CondNastsGlamouroutsells CosmopolitanintheUKfashionandlifestylemarket;VogueandElle(whichHearst acquiredlastyear)alsogoheadtohead. IPCwasaBritishcompany,nowownedbyAmericans,andretainsrathermoreofits distinctlyBritishidentity. BauerandHBauer(partsofthesamecorporation)owetheirsuccessinBritishpublish largelytotheirpurchaseofEMAPconsumermagazinesin2008.
ThesefivecompaniesareBritish. ImmediateMediawasbornonlylastyear,throughthemergingofBBCMagazines with OriginPublishingandMagicalia. Futureisresponsibleforanumberofrelativelyspecialistbutmainstreampublications. AsisHaymarket. Dennispublishesaselectionofsmallerandnichemarkettitles,includingViz. NorthernandShellonlypublishesahandfuloftitles theirmainbusinessisin newspapersandbroadcasting(ChannelFive).However,thetitlestheydoownarehugely successful likeNew!andOK!
Likemostoftheotherforeignpublishers,Hearsthasgrown inpartbybuyingupsmaller publishers.In2009ittriedtobuyEMAP,andin2010issuccessfullyboughtHachette Filippachi,aFrenchcompany. Thiskind ofhorizontalintegrationbringsabouteconomiesofscale,butsometimesata costtotheconsumer.Inthiscase,HearstdecidedtocloseSheandCosmopolitanBride toconcentrateonsomeoftheirnewertitles,includingRedwhichwasadirect competitortoShe.ThisobviouslyrobbedShereadersinparticularoftheirfavourite magazine HearstofferedShesubscriberscopiesofRedinsteadinabidtokeepthese readersonboard.
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However,boththeUKandtheSAeditionsseemtobefollowingtheUSAslead.Theyre benefittingfromthe economiesofscalecreatedbyhorizontalintegration the photographerhasonlyhadtobepaidonce,andthearticleonlywrittenonce,sothe costsofdoingthisareeasilysharedacrossthedifferenttitles. Itcould bearguedthattheseeconomiesaretotheadvantageofthelocalreaders they cangetamoreexpensivequalityproductbecausethecostsareshared,andDiazis interestingtoallthreeaudiencesforexactlythesamereasons,sowhyreinventthe coverage? Conversely,wecouldask:areCosmoreadersreallygettingan experiencedtailoredto theirlocalneeds?OraretheyjustgettingtheUSAsleftovers andanovertly Americanisedculturalexperienceasaresult?
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itceased publicationwhenHearstacquiredHachetteFilippachi.
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Hearstmakethemost ofhorizontalintegrationtoreapthebenefitsofSynergy.For example,bypairingtheirCosmoreadersupwithMensHealthreaders,viatheirdating website,theygettousetwooftheirbrandstogether.Asbothsetsofreadershaveto submitalltheircontactdetails,Hearstalsogetstobuildupadetailedprofileoftheir kindsofreaders. IwonderwhatitsaysaboutREALCosmoreaders,thattheymightbeexpectedtowant todateMensHealthreaders?HavealookattheMensHealthwebsite:doyouthink theirreadersaregoingtobecompatible? Andyes,thisisanextensionoftheclassicpersonaladssectioninnewspapersand magazines.HavingarrivedontheInternet,thisisanotherexampleofconvergence.
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Cosmohasmovedbeyondsimplewebsites ontomobiledeviceslikeAppleandAndroid smartphones.HearsthasdevelopedaspecialShoppingGenieapp.Hereshowitworks: WhenyouseearedticksymbolnexttoafashionorbeautyiteminCosmo,findthe shoppingbagicononthatfeatureandscanit.Inthisissuewevechosenourfavourite itemsfromClinique,NewLook,DebenhamsandBoohoo.Plus,wanna seewhat everyoneelseisbuying?CheckouttheCosmoLovessectiontoviewtheclobberour readersareorderingrightthissecond withhotpicksfromourfashionteamtoboot. Whatthisdoesntsay butdoesmean isthatHearstgetstotrackthepurchasing choicesofthousandsofitsreaders,whichnodoubthelpsitselladvertisingspaceand productplacementopportunitiestofashionandcosmeticscompanies.
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YoucannowalsosubscribetoCosmopolitanontheiPad, inmorethanonecountry.In fact,HearstoffersmanyofitspublicationsfortheiPad thisadfortheCompany subscriptionraninCosmoinApril2012(theresthatSynergyagain.)Subscriptions provideguaranteedincometoHearst.Distributingitelectronicallyisvirtuallyfree:there arenopublicationcosts(nothingtoprint)andnodistributioncostseither(notrucksto load,exchangefeestopaytonewsagents,norpostagetocover).Therearealsonew developmentsintabletpublishingthathavethepotentialtomakethisamore interactiveexperienceforthereader.Wellseemoreofthisnextterm.
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SowhatdoesallthismeanforCosmopolitansrelationship withitsaudience?
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