Statistical, Ecosystems and Competitiveness Analysis of the Media and Content Industries: The Newspaper Publishing Industry
The Newspaper Publishing Industry
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- 1.2 Methods
The Newspaper Publishing Industry
17 1. Introduction 1.1 Context and objective In the past ten to fifteen years, media and content markets have changed significantly as a result of digitization and the growth of the internet. These developments have led to growth in some subsectors of the media and content industries, but decline in others. Most importantly they have altered existing value chains and disrupted traditional business models. In this report a study will be presented of how these changes have affected newspaper publishing, as one of the subsectors of the media and content industries. Four other studies will deal with the music, film, TV and book publishing industries. The underlying hypothesis of this and the other sub sector studies is that digitization and the internet have had a profound effect on the media and content industries and might consequently also affect their competitiveness, in terms of the health and growth potential of a sector and/or its potential to have its products distributed and sold abroad. This is of particular interest in the context of the European Commission’s goal to strengthen the EU single market, in order to make Europe more competitive. The three leading questions in the study will therefore be: 1 What are the main economic developments in the newspaper publishing sector? 2 How have digitization and the internet affected the value network in the newspaper publishing sector? 3 How have the digitization and the internet affected the competitiveness of the European newspaper publishing sector? It must be noted that competitiveness in relation to newspapers is a difficult concept, as most newspapers are published for national or even regional or local markets, and provide content which is mainly of interest to and tailored for a the inhabitants of a particular country, region or municipality, in the language of this particular area. However, newspapers are also sold abroad; some newspapers have international audiences, some newspapers are published in different languages and newspapers are exported to cater for tourists, expats and business travellers abroad. Online newspapers can even reach international audiences much more easily, and as such digitization could have some impact on the level of newspaper publishers’ cross-border trade. Finally it is important to note that newspapers, like other media and content industries are not just economic goods, but also have cultural value, and in the case of newspapers are considered to be important for democracy. Newspapers have democratic functions in informing citizens, setting the agenda for social debate and serving as a watchdog for political, economic, and social centres of power (Boczkowski, 2005; Picone, 2010). This explains why some member states rely not only on competition and free market policies but sometimes also employ mechanisms for supporting newspapers or innovation in newspaper publishing. 1.2 Methods The analysis in this report follows the framework sketched by IBBT-SMIT and TNO (2011) in collaboration with IPTS. This means that it will consider the interplay between: Technological change and innovation, especially ICT and digitization, as a major driver of industrial and economic change; Market developments; |
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