We live in this so-called ‘digital world’: an expression to highlight the importance of digital systems and technology in the contemporary society. Generation Z has been born in this digital world, which will definitely have some impact on their behaviour and expectations. This is something businesses have to think about. Especially print-focused businesses, like magazine publishers, have to find a way to sell their product to this new group. Besides that, they also have to remain an attractive partner for advertisers.
Sanoma and Hearst started around the same period with their adaption to the changing media sector. In 2013 they both totally turned around their strategy, accompanied by big reorganisations that was caused by the decline in circulation and the shrinking advertisement market. Audax Publishing was a mostly traditional print publisher and started this change a couple of years later. Is this too late? Or was it clever to wait and learn from the journey that the other two already went through? And what aspects form the base of this decision? Is it only based on consumer needs or does it reach further than that? This is why I decided to compare three different magazine publishers and find out what they can do (or already have done) to keep relevant for new and existing readers.