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Markteintritt der Tageszeitung Österreich

Markteintritt der Tageszeitung Österreich

          
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About the Book

Magisterarbeit aus dem Jahr 2008 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: Gut, Universität Salzburg, Sprache: Deutsch, Abstract: Im September 2006 startete nach langer Zeit wieder eine neue Tageszeitung in Österreich. Dieser Zeitungsstart war nicht nur einfach ein Markteintritt, er war in gewisser Weise ein regelrechtes Medienevent, das mit einer großangelegten Marketingkampagne einherging. Der Start der Tageszeitung ÖSTERREICH war deswegen auch so überraschend, da der heimische Zeitungsmarkt jahrzehntelang von der Mediaprint-Gruppe dominiert wurde. Dies beruht vor allem auf dem Erfolg der "Kronen Zeitung", die mit einem Marktanteil von über 40 Prozent nicht nur eine wirtschaftliche, sondern auch eine erhebliche politische und marktstrategische Schlagkraft besitzt. Begünstigt wurde diese Entwicklung auch dadurch, dass Konkurrenztitel wie "Täglich Alles" zur Jahrtausendwende eingestellt wurden. Einige Neugründungen, wie die Sportzeitung "Die Sport", schafften es überhaupt nur für eine kurze Zeit am österreichischen Medienmarkt zu überleben. Dazu gesellt sich auch die fortschreitende Digitalisierung - Stichwort Breitband-Internet - die der Tageszeitung vermehrt Leser kostet. Vor diesem Hintergrund stellt sich die Frage, warum und vor allem wie dieser Markteintritt realisiert wurde. Dabei haben sich drei zentrale Forschungsfragen mitsamt deren Hypothesen herauskristallisiert: Wer sind die Hauptkonkurrenten der Tageszeitung ÖSTERREICH auf dem Rezipientenmarkt? Hypothese 1: Die Tageszeitung ÖSTERREICH operiert auf dem Werbe- und Rezipientenmarkt. Bei Letztgenanntem konkurriert sie im Bereich der jugendlichen Leser und Nicht-Leser aufgrund ihrer Gratisauflage mit der Gratiszeitung "Heute", im Bereich der Kaufzeitung ist der Hauptkonkurrent die "Kronen Zeitung". Welche Markteintrittsbarrieren galt es zu überwinden? Hypothese 2: Eine der größten Markteintrittsbarrieren lag im Vertrieb. ÖSTERREICH musste ein eigenes Vertriebsnetz instal


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Product Details
  • ISBN-13: 9783640331062
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Width: 210 mm
  • ISBN-10: 3640331060
  • Publisher Date: 25 May 2009
  • Height: 297 mm
  • No of Pages: 208
  • Series Title: German
  • Weight: 512 gr


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