A decrease in sales and advertising income are pressing the newspapers to expand in digital technology. Internet, mobile services, e-paper and phenomena such as YouTube are challenging the traditional ways of producing and distributing media content.
- Digital innovation is not only a shift in technology. It radically alters the prerequisites for making money in the media industry. The changes affect how the industry creates new values, their business models and relations, says Maria Åkesson.
Traditional ways of doing business are challenged as a result of the digitalization of media. Old business models rest on newspapers having control over production, distribution and content. Digital innovation has changed the processes and structures within the business landscape. It has been difficult for the newspaper industry to create business models and value networks that render profit possible in digital media.
- Business models and the way of conducting business have not really changed in the newspaper industry since its beginning, says Maria Åkesson. Both readers and advertisers abandon the papers for digital media. The newspaper industry has not yet managed to form the value networks that are required to be strong within the area. This is a global trend that is obvious mainly in the American newspaper industry.
Maria Åkesson shows that digital innovation turns value networks into more open and flexible structures at the same time as driving forces strive in the opposite direction as soon as digital innovations become established. The thesis shows that individual organisations exist in several parallel value networks with different structures and different business strategies.The thesis was successfully defended on December 25.
Helena Aaberg | idw
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