Does the Internet really prevent kids from reading magazines?

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.

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