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Does the Internet really prevent kids from reading magazines?

Date of publication: October 28, 2001

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

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Authors: Michael C. Epple, Adrian Weser

Abstract:

Since the 1950s, the youth magazine Bravo has accompanied German kids through their adolescence, and is successfully present today on TV and the Internet. With our qualitative brand analysis, we intended to generate consumer insights beyond general cross media usage, aimed at developing cross media development strategies for Bravo and new approaches for cross media communication and advertising. Our study indicates, as key determinants of a successful cross media brand development, the provision of complementary contents and added values on each media platform, reflecting the teenagers media specific usage patterns and fulfilment requirements, especially with regard to interactivity and persistence.

Michael C. Epple

Author

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Adrian Weser

Author

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Epple and Weser (2001a, October 28). Does the Internet really prevent kids from reading magazines?. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/media-reality-of-kids-