What are Success Factors for Media Brands? Identifying Paths to Audience Success in Media Industries

• In Event: ICA Interactive Paper/Poster Session II
  In Interactive Paper Session: Media Industry Studies Interactive Poster Session

Abstract

In times of digitization, media production converges across formerly separated types of media. Physical means of distribution become less important and distinct media categories are increasingly replaced by transmedia story worlds or brands. We identified building blocks of media success, which are applicable across different types of media and means of distribution. In this paper, we address the following research question: Which building blocks of media success are most important for media product brands?
The study is based on an online survey with media professionals in print, audiovisual and online media in Austria, Germany, and Switzerland (N=255). The data set was subsequently subjected to qualitative comparative analysis (QCA).
Four building blocks were found necessary for success (HR, environmental orientation, form and distribution), and six combinations of building blocks are sufficient for success.

Authors

• Marcel Verhoeven, U of Zurich

• Isabelle Krebs, U of Zurich

• M. Bjørn von Rimscha, Department of Communication / Johannes Gutenberg U of Mainz