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Project

Stakeholders marketing for online news media. A multi-method research into stakeholder marketing as a strategic framework for news media to build a sustainable business model with its key stakeholders (advertisers and readers).

The digitalisation of news has put the news ecosystem under pressure. External stakeholders (e.g. readers, advertisers) are redefining their relationship with the news medium, destabilizing the dominant revenue model. Readers are no longer willing to pay for news and advertisers are turning to other digital players (Facebook and Google) to spend their ad dollars. These changes create tensions and many news media consider scale as the only way to survive, but most news media won't be able to reach this. Therefore, this multi-method project wants to investigate stakeholder marketing as a strategic framework for the news industry to deconstruct the dominant business model, resolve tensions and help build strong and lasting relationships with key stakeholders (readers and advertisers) to help keep news sustainable in the long run. We use both qualitative (interviews, case studies, focus groups) and quantitative (experiments, survey) methods to study the ecosystem, the relationships between stakeholders and the effect of stakeholder marketing on multidisciplinary teams at the news organisation.
Date:1 Nov 2019 →  31 Oct 2023
Keywords:INNOVATIONS, SUSTAINABILITY
Disciplines:Advertising, Marketing models
Project type:Collaboration project