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Reichweitenerhöhung von Nachrichtenportalen: Mobile Anwendungen und Zugriffe im Mobile-Age

Reichweitenerhöhung von Nachrichtenportalen: Mobile Anwendungen und Zugriffe im Mobile-Age

          
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About the Book

In der vorliegenden Studie wird Reichweite als der zentrale Untersuchungsgegenstand auf wirtschaftliche Gesichtspunkte untersucht. Ziel ist es, anhand einer detaillierten Beschreibung und praxisorientierter Forschung, Erkenntnisse für diejenigen Medienunternehmen zu gewinnen, die sich im besonderen Segment der Nachrichten bewegen. Mobile-Internet als neuer Akteur der Medien muss zu bekannten und etablierten Medien in Relation gesetzt werden. Hierzu wird eine Aufnahme aktueller Entwicklungen vorgenommen. Ein besonderes Augenmerk liegt auf der Beschreibung der Eigenschaften des neuen Mediums. Ein Beispiel hierfür ist die Reichweitenmessung und wie diese durch neue Medien beeinflusst wird. Außerdem wird die Frage nach dem Neuartigen der neuen Medien aufgeworfen. Weiterhin wird die Wertschöpfung von Medienunternehmen über Online-Nachrichten bis hin zu Mobile-Internet aufgezeigt. Es werden theoretische Ansätze nach Porter bis hin zu speziellen Anpassungen der Modelle nach Kang beschrieben. Vor allem durch die Beschreibung des Wertbeitrags des Nutzers zur Wertschöpfung und der expliziten Betrachtung zweiseitiger Märkte, werden Grundlagen zur Auswertung der Ergebnisse durchgeführter Studien gelegt. Es werden Fallstudien, sowohl zur Beschreibung des Angebots an mobil abrufbaren Inhalten für Nachrichten, als auch der tatsächlichen Nutzung durch Konsumenten durchgeführt. In Kooperation mit den Verlagen der Websites www.spiegel.de, www.welt.de, www.abendblatt.de und www.morgenpost.de werden Zugriffsdaten dargestellt und ausgewertet.
About the Author: Michael Sinner wurde 1986 in Ust- Kurdjum (RU) geboren und absolvierte in Würzburg das Bachelor Studium in Wirtschaftsinformatik und den Master in Information Systems. Durch seine Schwerpunkte im E-Commerce und Online Marketing sammelte der Autor während des Studiums nicht nur theoretische Erfahrung, sondern konnte dieses Wissen in mehreren Agenturen auch praktisch anwenden. Die Schwerpunkte lagen dabei im Performance Marketing (Google AdWords) und in der Suchmaschinenoptimierung (SEO). Bei der strategischen Online Marketing Beratung "TRG The Reach Group" fand die praxisorientierte Studie Anklang durch die Zusammenarbeit mit den größten nationalen Nachrichtenhäusern und Verlagen (SPIEGEL ONLINE, Axel Springer AG - Abendblatt, Welt, Morgenpost). Besondere Affinität zeigt der Autor vor allem zum Thema Mobile und Webtechnologien, wie z. B. der Web Analyse.


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Product Details
  • ISBN-13: 9783842891678
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 172 gr
  • ISBN-10: 3842891679
  • Publisher Date: 16 Jan 2013
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Mobile Anwendungen und Zugriffe im Mobile-Age
  • Width: 148 mm


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Reichweitenerhöhung von Nachrichtenportalen: Mobile Anwendungen und Zugriffe im Mobile-Age
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