For years, magazine publishers have been developing their online presence, pursuing a range of different goals and strategies for their websites. One of the key questions in creating online presence is whether to allocate resources on developing the offline print brand and expect brand equity...

Purpose This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC...

User generated content has always been important building-blocks for traditional media products – ‘letters to the editor’ and ‘family news’ make up valuable sections of newspapers, while radio stations encourage listeners to call in and share their thoughts, feelings, and experiences...