Growth strategies in the media industry
In the past few years, the print media industry has had to cope with widespread drops in sales and earnings, as consumer habits are changing and marketing budgets have been shifted. Now that adjustments to the cost side have mostly been finished, companies are increasingly pursuing growth strategies. These involve developing closely- and distantly-related business areas based on existing resources.
Using case studies, Gerrit Karalus analyzes the growth strategies currently being implemented by newspapers and magazines. On the basis of relevant theories and empirical conclusions, he formulates an action model that demonstrates how an existing resource base can be analyzed and used for growth strategies. In this way, the limits of growth options are defined.