Abstract

This research study is intended to examine the strategies that special interest magazine publishers are utilizing to develop engaging reader experiences. In addition, the role of reader input in the curation and creation of interactive content for these publications is also investigated. Published research has indicated that reader interest in specific topics increases the likelihood of engagement with the publication, resulting in prolonged readership. Furthermore, studies suggest that interactivity has a positive effect on entertainment value, visual appeal, service excellence, and a return on investment with regard to readers. Digital technologies enable publishers to provide readers with bundled offerings with the printed edition together with tablet edition and enhanced content. In addition, it is recognized that although publishers can benefit from information gathered from data tracking of their readers’ behavior, based on the extensive review of the literature, no found research investigated the specific tools or strategies that special interest magazine publishers are using to increase readership and engagement in digital platforms. Using a cross-sectional survey methodology, this study defined the specific tools and strategies that are being used by special interest magazine publishers in order to serve and expand their readership.

Library of Congress Subject Headings

Periodicals--Marketing; Electronic publishing; Digital media; Communication in marketing; Internet marketing

Publication Date

8-2018

Document Type

Thesis

Student Type

Graduate

Degree Name

Print Media (MS)

Department, Program, or Center

School of Media Sciences (CAD)

Advisor

Bruce L. Myers

Advisor/Committee Member

Michael Riordan

Campus

RIT – Main Campus

Plan Codes

PRNTMED-MS

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