文章基本信息

标题：Unter Kannibalen?
本地全文：下载
作者：Castulus Kolo
期刊名称：Studies in Communication, Media
电子版ISSN：2192-4007
出版年度：2012
卷号：1
期号：1
页码：67-111
DOI：10.5771/2192-4007-2012-1-67
出版社：Nomos Verlagsgesellschaft mbH & Co. KG
摘要：This article regards the development of computer-mediated communication in the light of its relationship to traditional media offerings for a given brand. On the level of entire categories of media; recent studies show that print is increasingly substituted by online services. However; the evidence of a direct relationship for one publisher’s brand is still limited. The results are inconclusive and mostly refer only to a single genre within a category like newspapers or consumer magazines. On the basis of an analysis of circulation trends for selected German titles from various print categories and genres in relation to their online twins this deficit is addressed. Is the so-called “cannibalization” much feared by publishers in the early origins of their online endeavors a real threat? In any case this fear severely hampered a clear determination to embark into the digital age and hence had a significant influence on the development of editorial online offerings. We can show that for daily newspapers the contrary of cannibalization is the case: Outperformance of a brand’s web site is positively correlated with the outperformance of its print circulation as compared to its peers. For consumer magazines the relationship depends entirely on the genre. While some behave like newspapers; others indeed face cannibalization effects. The fact that all these effects only appear at the end of the 2000s also documents the development of the patterns of media choice from users’ experimentation between media categories and individual services to more routine: The process of appropriation of online media.
关键词：Substitution; Kannibalisierung; Medienmarken; Online-Medien; PrintMedien