BA dissertation on the relationship between journalistic platform and function, and its effects on the magazine publishing industry in the United Kingdom.

1. University of the Arts London 16/05/2011
London College of Communication
Module Title: Major Project
Student: Hristina Hristova
Issued by: Simon Das
ID: HRI09266648
Changing Platforms, Not Values: Is Magazine
Journalism in Decline?
BA (Hons) Magazine Publishing Single Honours 3rd Year

2.
Abstract
Much
recent
scholarly
attention
has
been
paid
to
the
changing
platforms
and
properties
of
magazine
publishing,
in
light
of
content
democratisation,
the
social
attributes
of
Web
2.0,
and
increasing
broadband
penetration
in
the
United
Kingdom.
As
technology
evolves,
society
changes
with
it.
The
media
sector
is
first
to
absorb
and
respond
to
these
changes
as
they
most
immediately
affect
it.
To
equate
changes
in
journalistic
functions
and
journalistic
platforms
is,
however,
to
deny
the
complexities
of
interconnections
between
the
demands
of
a
proactive
Web
2.0
audience,
innovative
revenue
strategy
requirements
of
the
future,
and
the
adaptation
of
the
magazine
industry
to
this
new
media
milieu.
By
tracing
the
relationship
between
platform
and
function,
this
dissertation
discusses
whether
magazine
journalism
is
in
decline,
not
only
through
reference
to
statistical
circulations
and
revenues
data,
but
by
comparing
and
contrasting
these
diverse
variables.
Rather
than
focusing
on
the
economic
side
of
changes
to
the
industry
to
the
exclusion
of
social
factors,
the
paper
highlights
the
significance
of
technology
in
terms
of
the
functions
and
values
of
magazine
journalism.
The
relationship
between
platform
and
function
permits
of
a
range
of
subtle
implications,
the
most
crucial
of
which
is
that,
although
journalistic
channels
are
at
once
transforming
the
industry
and
transformative
of
consumer
attitudes
towards
the
industry,
essential
magazine
journalism
values
continue
to
hold
true.
2

3.
Acknowledgments
With
special
thanks
to;
Mr
Simon
Das
–
for
providing
guidance,
support
and
critical
feedback
during
the
writing
of
this
dissertation.
Ms
Lorraine
Mallon
–
for
guidance
and
support
through
the
initial
planning
stages
of
this
dissertation.
Ms
Zoë
Sutherland
–
for
proofreading,
and
providing
moral
support
and
inspiration
throughout
the
dissertation
planning
and
writing
process.
My
colleagues
and
supervisors
at
Groupon
UK
&
IE
-­‐
for
showing
understanding
and
support
throughout
the
dissertation
process.
3

4.
Contents
1.0
INTRODUCTION
5
1.1
RESEARCH
OBJECTIVES
5
1.2
RESEARCH
JUSTIFICATION
6
1.3
RESEARCH
METHODOLOGY
6
1.4
DISSERTATION
STRUCTURE
7
2.0
CONTEXTUALISATION
9
2.1
SOCIO-­TECHNOLOGICAL
ENVIRONMENT
9
2.2
EFFECTS
ON
THE
MAGAZINE
PUBLISHING
INDUSTRY
IN
THE
UK
10
3.0
REVIEW
OF
THE
LITERATURE
14
3.1
DEFINITIONS
OF
JOURNALISM
14
3.2
TRADITIONAL
FUNCTIONS
AND
VALUES
OF
JOURNALISM
16
3.3
TRADITIONAL
PLATFORMS
18
3.4
NEW
PLATFORMS
20
3.5
NEW
PLATFORMS
AND
FUNCTIONS
25
4.0
RESEARCH
METHODOLOGY
DESIGN
32
4.1
SECONDARY
RESEARCH
32
4.2
PRIMARY
RESEARCH
33
4.3
RESEARCH
METHODS
AND
DATA
COLLECTION
35
4.4
RESEARCH
LIMITATIONS
37
5.0
DATA
ANALYSIS
40
5.1
NEW
MEDIA
AND
THE
THREAT
TO
JOURNALISM
40
5.2
RELATIONSHIP
BETWEEN
PLATFORM
AND
FUNCTION
42
5.3
CHANGING
JOURNALISTIC
ELEMENTS
AND
THE
MAGAZINE
INDUSTRY
IN
THE
UK
45
6.0
DISCUSSION
48
6.1
THE
ISSUE
OF
NEW
AUDIENCE
DEMANDS
48
6.2
FUTURE
REVENUE
MODELS
FOR
MAGAZINES
AND
NEWSPAPERS
50
6.3
THE
NEXT
JOURNALISTIC
FUNCTIONS
52
6.4
MAGAZINE
PUBLISHING
IN
THE
UK
AND
THE
FUTURE
54
7.0
CONCLUSION
58
8.0
FULL
LIST
OF
REFERENCES
59
9.0
BIBLIOGRAPHY
68
10.0
APPENDICES
80
APPENDIX
1:
DEFINITIONS
80
APPENDIX
2:
TABLES
AND
DIAGRAMS
83
APPENDIX
3:
RESEARCH
SURVEY
RESULTS
91
APPENDIX
4:
FOCUS
GROUP
NOTES
107
4

5.
APPENDIX
5
:
PLATFORM
COMPARISON
112
APPENDIX
6:
KOVACH
AND
ROSENSTIEL’S
ELEMENTS
OF
JOURNALISM
113
1.0 Introduction
The
following
dissertation
discusses
the
relation
between
platform,
function
and
values,
in
terms
of
magazine
journalism
in
the
United
Kingdom.
The
dissertation
places
the
magazine
publishing
industry
in
the
context
of
recent
technological
and
economic
developments,
including
the
effects
and
properties
of
Web
2.0
(O’Reilly,
2007),
the
introduction
of
the
iPad
to
the
market,
content
democratisation
and
the
global
economic
crisis,
which
has
in
turn
led
to
the
increased
popularity
of
m-­‐
and
e-­‐commerce
sales.
The
increased
broadband
penetration
(MINTEL,
2010),
number
of
social
media
users
in
the
UK,
and
their
attitudes
towards
the
digital
are
all
influential
factors
in
the
changes
magazine
journalism
is
currently
undergoing.
The
aim
of
this
dissertation
is
to
place
magazine
journalism
in
the
context
of
its
contemporary
techno-­‐economic
environment
in
order
to
discuss
its
traditional,
emergent
and
future
attributes.
1.1 Research Objectives
The
main
objectives
of
this
dissertation
involve
answering
the
following
questions:
1. What
are
the
traditional
functions
and
values
of
journalism,
and
magazine
journalism
in
particular?
2. What
is
the
relationship
between
platform
and
function,
and
how
is
this
significant
to
magazine
journalism?
3. How
are
journalistic
properties
changing
and
how
do
these
changes
affect
the
magazine
industry
in
the
UK?
5

6.
1.2 Research Justification
The
following
dissertation
holds
significance
for
the
field
of
research
as
it
provides
an
insight
into
the
properties
of
magazine
journalism,
rather
than
focusing
on
the
magazine
publishing
industry
as
a
whole,
which
narrows
the
scope
of
the
research
and
also
provides
a
new
angle
on
the
issues
identified
in
other
research.
While
industry
writings
are
mostly
focusing
on
the
industry
itself,
by
looking
into
the
importance
of
technology
such
as
the
iPad
(Hepworth,
2010,
Woyke,
2011,)
and
the
falling
circulation
numbers
of
magazines
(MINTEL,
2010),
the
following
research
channels
all
these
variables
into
a
comprehensive
analysis
of
how
such
factors
affect
magazine
journalism;
its
functions,
social
roles
and
values.
Naturally,
the
research
design
allows
for
such
findings
through
analysis
of
the
industry
in
terms
of
revenue
strategies,
circulation
reports
and
other
statistical
data.
Its
main
strength,
however,
is
the
transformation
of
such
data
into
knowledge
regarding
magazine
journalism.
1.3 Research Methodology
The
research
was
designed
in
a
manner
to
offer
insight
into
the
popular
opinion
of
journalism
and
its
changing
parameters,
as
well
as
an
overview
by
industry
specialists.
The
primary
research
is
a
qualitative
report
which
consists
of
two
parts;
a
research
survey,
with
fifty
participants
from
different
backgrounds,
and
an
industry
specialist
focus
group,
consisting
of
six
experts
in
the
field
of
magazine
publishing.
Both
elements
of
the
primary
research
are
based
on
the
findings
from
the
secondary
research.
6

7.
1.4 Dissertation Structure
The
Contextualisation
chapter
of
this
dissertation
provides
an
overview
of
the
techno-­‐economic
milieu
of
magazine
journalism
today
and
includes
some
of
the
properties
of
applications-­‐based
Internet,
the
significance
of
social
media
as
a
news
provider,
online
advertisement
revenue
reports
for
2010,
and
the
overall
state
of
the
magazine
publishing
industry
today.
In
addition,
see
Appendix
1
Definitions
for
the
full
definitions
of
terms
used
in
this
dissertation,
and
their
justifications.
The
Literature
Review
examines
key
themes
in
the
area
of
study
and
provides
a
comparative
analysis
of
existing
research
in
the
field.
Through
analysis,
synthesis
and
evaluation,
the
chapter
identifies
the
issues
of
the
question
and
provides
a
substantive
basis
for
the
primary
research
to
be
conducted.
The
Research
Methodology
Design
chapter
details
the
types
of
research,
and
justifies
the
research
methods,
applied
in
this
dissertation.
A
comparative
analysis
of
qualitative
and
quantitative
research
is
provided,
which
explains
the
methodology
design
of
the
primary
and
secondary
research.
The
Data
Analysis
chapter
describes
and
analyses
data
collected
via
the
primary
research,
summarising
findings
which
are
inspected
in
the
Discussion
chapter.
In
turn,
the
Discussion
chapter
draws
together
all
the
themes
and
findings
of
the
research;
furnishing
the
dissertation
with
a
critical
analysis
of
the
research
by
comparing
and
contrasting
evidence
to
turn
it
into
knowledge.
Finally,
the
dissertation
is
concluded
with
a
summary
of
the
main
findings,
and
recommendations
for
the
future
of
magazine
journalism.
7

8.
Chapter References
Hepworth,
D.,
(2010),
“If
the
iPad's
the
answer,
what's
the
question
again?”
InPublishing,
May/June
2010
URL:
<http://www.inpublishing.co.uk/kb/articles/if_the_ipads_the_answer_whats_th
e_question_again.aspx>
MINTEL,
(2010),
Paid-­‐For
vs
Free
-­‐
Consumer
Attitudes
to
Pricing
in
Media
and
Music
-­‐
UK
-­‐
April
2010
O'Reilly,
T.,
(2007),
What
is
Web
2.0:
Design
Patterns
and
Business
Models
for
the
Next
Generation
of
Software,
Sebastopol
(CA),
O'Reilly
Media
Woyke,
E.,
(2011),
“Analyst:
Android
Tablet
Shipments
Will
Match
IPad
In
Second
Half
Of
2011”,
Forbes.com,
last
visited
24/04/2011,
published
10/01/2011,
URL:
<http://blogs.forbes.com/elizabethwoyke/2011/01/10/analyst-­‐android-­‐tablet-­‐
shipments-­‐will-­‐match-­‐ipad-­‐in-­‐second-­‐half-­‐of-­‐2011/>
8

9.
2.0 Contextualisation
2.1 Socio-technological environment
The
Web
has
been
identified
as
a
platform
since
2004
when
Tim
O’Reilly
first
introduced
the
term
Web
2.0
(O’Reilly,
2007)
and
defined
market
dominance
as
the
network
effects
of
user
contributions.
(O’Reilly,
2007:
9).
The
increased
effect
of
user-­‐generated
content
and
application-­‐based
Internet
has
influenced
most
media
industries
by
challenging
existing
platforms
and
practices,
enforcing
the
application
of
new
revenue
models
(Kaye,
Quinn,
2010).
In
addition
to
the
rising
number
of
users,
who
self-­‐publish
content
online
(Morris,
2010,
Sconfield
2010),
the
number
of
tablets
sold
worldwide
is
also
increasing,
with
Google
forecasted
to
match
the
number
of
Apple
tablets
sold
in
2010
by
the
end
of
the
second
quarter
of
2011
(Woyke,
2010).
Additionally,
m-­‐commerce
(or,
mobile
commerce)
is
an
increasing
trend,
shaping
geo-­‐location
based
marketing
and
commerce
for
the
future
of
business
(Dholakia
and
Dholakia
2004).
The
true
power
of
the
Internet
as
a
journalistic
tool
can
be
seen
in
examples
from
early
2011
–
through
the
revolutions
in
the
Arab
world
that
started
in
January
2011,
the
tsunami
crisis
in
Japan
in
March
2011,
and
the
anti-­‐
cuts
protests
in
the
UK
from
March
2011.
Platforms,
such
as
Twitter,
YouTube
and
various
blogs
provided
instant
information
(Panisson,
2011,
Jarvis,
2011,
Rosen,
2011,
Coldeway,
2011)
about
the
events,
and
a
number
of
traditional
journalistic
platforms,
including
The
Guardian
and
The
BBC,
based
their
journalistic
reporting
on
the
information
available
via
social
media,
opening
a
debate
on
journalistic
fact
verification,
sourcing
and
functions.
Online
advertising
revenue
has
also
been
a
much
discussed
subject,
mainly
because
of
its
record
numbers
in
2010,
increasing
by
15%
from
2009
to
reach
$26
billion
in
the
United
States
alone
(IAB
Report,
2011),
combined
with
a
22%
increase
in
the
number
of
display
ad
impressions
for
the
same
period

10.
(Comscore
Inc,
2010).
In
the
UK
the
Internet
economy
equals
7.2%
of
UK
GDP
-­‐
more
than
that
of
utilities,
transport
or
construction
(Boston
Consulting
Group,
2010).
This
is
suggestive
of
how
increased
broadband
penetration
in
the
UK
(Mintel,
2011)
has
increasingly
led
the
advertiser,
publisher
and
consumer
to
rely
on,
and
trust,
the
Internet
in
recent
years.
2.2 Effects on the magazine publishing industry in the UK
For
the
UK
magazine
publishing
industry,
content
democratisation,
platform
digitalization,
and
the
increase
in
online
advertising
have
resulted
in
substantial
financial
and
structural
changes.
The
industry
is
currently
said
to
have
stabilised
after
the
2008-­‐2009
recession;
an
estimated
530
million
copies
of
female
consumer
magazines
were
sold
in
2010,
generating
revenue
of
ca.
£691
million
(Mintel,
2010),
which
is
only
£40
million
less
than
the
turnover
from
2007.
Additionally,
the
PPA
estimates
the
entire
UK
magazine
industry
to
be
worth
£6
billion
(PPA,
2009),
and
given
that
online
advertising
in
the
UK
alone
is
worth
£100
billion
(Boston
Consulting
Group,
2010),
there
is
potential
for
the
industry
in
terms
of
profit
optimisation
and
introduction
of
new
revenue
channels.
Scrutinising
the
financial
changes
that
digitalisation
has
introduced
to
the
industry,
there
has
been
a
considerable
increase
in
magazines’
online
investments.
These
include
the
development
and
management
of
tablet
issue
versions,
better
(more
user-­‐friendly)
websites,
social
media
management,
online
content
management,
SEO
content
management,
blogger
outreach,
and
e-­‐
and
m-­‐
commerce
support.
Magazines
have
always
relied
on
targeted
content
to
attract
consumers
and
advertisers
alike,
and
investing
in
new
platforms
is
another
way
for
magazines
to
monetarise
content.
Today,
magazines
generate
revenue
through
different
sources
and
models,
and
Web
2.0
provides
an
excellent
opportunity
for
the
industry
to
optimise
its
overall
revenue.
10

11.
Further,
on
the
structural
dimension
of
magazine
publishing,
one
can
note
changes
in
the
industry
as
a
whole,
as
well
as
on
a
smaller
scale
with
individual
publications.
Web
2.0
has
forced
change
in
some
traditional
roles
involved
in
magazine
publishing.
For
example,
the
role
of
the
editor
has
changed
considerably
(InPublishing,
2008).
There
is
now
also
a
new
relationship
between
the
consumer,
publisher
and
advertiser,
which
means
that
magazines
must
re-­‐
invent
their
traditional
interaction
with
the
consumer,
in
order
to
ensure
more
advertisers
and
subscription
–
digital
or
analogue.
Additionally,
the
relationship
between
publisher
and
distributor
(OFT,
2006)
is
changing.
As
more
magazines
focus
their
attention
on
digital
platforms,
the
significance
of
distributors
and
merchants
diminishes.
_____________________________________________________________________________________________
Chapter References
Boston
Consulting
Group,
(2010),
Press
Release:
Internet
Economy
Worth
£100
Billion
a
Year,
Finds
Landmark
Report,
published
28/10/2010
Coldeway,
D.,
(2011),
People,
Not
Things,
Are
The
Tools
Of
Revolution,
TechCrunch,
last
visited
24/04/2011,
published
11/02/2011,
URL:<http://techcrunch.com/2011/02/11/tools-­‐of-­‐revolution/>
ComScore
Inc,
(2010),
Press
Release:
U.S.
Online
Display
Advertising
Market
Delivers
22
Percent
Increase
in
Impressions
vs.
Year
Ago,
last
visited
01/05/2011,
published:08/11/2010
Dholakia,
R.,
Dholakia,
N.,
(2004),
Mobility
and
markets:
emerging
outlines
of
m-­‐
commerce,
Journal
of
Business
Research
IAB
Report
(2011),
Internet
Advertising
Revenue
Report,
2010
Full
Year
Results
04/2011
InPublishing,
(2008),
The
changing
role
of
the
editor,
last
visited
01/05/2011,
published:
01/09/2008,
URL:
<http://www.inpublishing.co.uk/kb/articles/the_changing_role_of_the_editor.as
px>
11

12.
Jarvis,
J.,
(2011),
Facebook,
Twitter,
and
the
Egyptian
Revolution,
The
Faster
Times,
last
visited:
24/04/2011,
published
13/02/2011,
URL:
<http://thefastertimes.com/mediaandtech/2011/02/13/facebook-­‐twitter-­‐and-­‐
the-­‐egyptian-­‐revolution/>
Kaye,
J.,Quinn,
S.,
(2010),
Funding
Journalism
in
the
Digital
Age:
Business
Models,
Strategies,
Issues
and
Trends,
Peter
Lang
MINTEL,
(2010),
Women's
Magazines,
UK,
December
2010
MINTEL,
(2011),
Digital
Trends
Spring,
UK,
April
2011
Morris,A.,
(2010),
2010
Blogging
Trends:
There’s
Only
Enough
Room
in
the
Blogosphere
for
the
144
Million
of
Us,
Ignite
Social
Media,
last
visited:
24/04/2011,
published
05/08/2010,
URL:
<
http://www.ignitesocialmedia.com/social-­‐media-­‐trends/2010-­‐blogging-­‐trends-­‐
blog-­‐growth-­‐statistics/>
Office
of
Fair
Trading,
(2006),
Newspaper
and
Magazine
Distribution:
Public
consultation
on
the
draft
opinion
of
the
Office
of
Fair
Trading,
May
2006
O'Reilly,
T.,
(2007),
What
is
Web
2.0:
Design
Patterns
and
Business
Models
for
the
Next
Generation
of
Software,
Sebastopol
(CA),
O'Reilly
Media
Panisson,
A.,
(2011),
The
Egyptian
Revolution
on
Twitter,
Gephy,
last
visited
24/04/2011,
published
15/02/2011,
URL:
<http://gephi.org/2011/the-­‐
egyptian-­‐revolution-­‐on-­‐twitter/>
PPA,
(2009),
Creative
Industries
Review
Group
Response
from
Periodical
Publishers
Association,
June
2009
Sconfield,
E.,
(2010),
Costolo:
Twitter
Now
Has
190
Million
Users
Tweeting
65
Million
Times
A
Day,
TechCrunch,
last
visited
24/04/2011,
published
08/06/2010,
URL:
<http://techcrunch.com/2010/06/08/twitter-­‐190-­‐million-­‐
users/>
Woyke,
E.,
(2011),
Analyst:
Android
Tablet
Shipments
Will
Match
iPad
In
Second
Half
Of
2011,
Forbes.com,
last
visited
24/04/2011,
published
10/01/2011,
URL:
12

13.
<http://blogs.forbes.com/elizabethwoyke/2011/01/10/analyst-­‐android-­‐tablet-­‐
shipments-­‐will-­‐match-­‐ipad-­‐in-­‐second-­‐half-­‐of-­‐2011/>
13

14.
3.0 Review of the Literature
The
following
chapter
provides
a
detailed
overview
of
academic
discussions
with
implications
for
this
dissertation.
The
chapter
identifies
the
main
issues
the
question
raises
and
provides
sufficient
evidence
in
which
to
ground
the
primary
research.
The
main
issues
identified
are
as
follows;
1.
If
journalistic
platforms
are
changing,
are
journalistic
values
and
functions
changing
also?
2.
If
new
technologies
mean
new
revenue
channels,
how
will
magazine
journalism
of
the
future
be
funded?
3.
What
do
these
changes
mean
for
the
media
sector,
and
for
society
as
a
whole?
These
concerns,
identified
in
the
literature
review,
are
then
addressed
via
the
primary
research
methodology.
3.1 Definitions of Journalism
The
following
section
aims
to
outline
the
key
definitions
of
journalism
(in
general),
with
a
focus
on
socio-­‐economic
influences.
Understanding
the
debates
regarding
defining
journalism
allows
for
an
in-­‐depth
evaluation
of
its
functions,
platforms
and
“new”
elements.
The
rather
old-­‐fashioned
concept
that
“journalism
is
whatever
journalists
say
it
is”
(Kovach,
Rosenstiel,
2001,2007:
11),
has
not
gone
unchallenged
by
scholars
and
industry
specialists.
Since
the
professionalisation
of
journalism
in
the
twentieth
century
(Deuze,
2005:450),
journalism
has
been
a
controversial
profession
to
analyse.
It
is
even
arguable
whether
it
is
a
profession
at
all

15.
(Vujnovic,
2008).
In
his
paper,
The
Journalist
and
Professionalism
(1986),
Hodges
identifies
what
he
calls
“the
components
of
a
profession”:
…a profession is an occupation: in which things are practised; which
is an intellectual operation with large individual responsibility; in
which raw material is derived from science and learning; in which
knowledge must be applied; which has educationally communicable
techniques; which is self-organised; and which is altruistic in its
motivation.
Hodges,
1986
Hodges
continues
to
state
that
journalism
does
not
fall
in
all
of
the
above
categories
but
does
classify
as
a
profession.
Journalism
is
an
occupation
in
which
journalistic
activities
are
practiced;
including
source
verification,
newsgathering,
and
fact
analysis.
These
activities
can
be
summarised
as
an
intellectual
operation
with
individual
responsibility;
knowledge
is
applied
to
journalism
and
there
are
educationally
communicable
techniques.
Deuze
(2005)
disagrees
with
Hodges,
and
refers
to
journalism
as
an
“occupational
ideology”
(2005:
43)
instead,
justifying
his
approach
as:
…inspiring because it helps us to look beyond infrastructures
[…] or representationalism […]when assessing what journalism
as a profession is […] in a context of fast-changing
technology and society.
Deuze,
2005:
443
Deuze’s
article
offers
insight
into
the
difficulties
associated
with
defining
contemporary
journalism,
as
well
as
the
defining
industry
debates.
Deuze’s
definition
would
complement
this
dissertation,
as
it
discusses
journalism
in
terms
of
its
socio-­‐technological
environment.
Örnebring
(2010)
refers
to
“journalism
as
labour”
(2010:59),
because
“journalism
[…]
is
a
product
of
the
industrial
revolution
and
its
linking
of
technology
to
the
capitalist
system”
(2010:
68).
Örnebring’s
approach
is
illuminating
because
it
enables
an
analysis
of
the
elements
of
journalism
from
a
monetary
viewpoint.
In
deconstructing
the
editorial
process,
to
examine
15

16.
publication
frequency
or
speed
of
newsgathering
for
instance,
one
can
analyse
these
from
a
capitalist
viewpoint;
giving
each
a
monetary
value
and
ultimately
portraying
journalism
as
a
business
enterprise.
Allison
(1986),
on
the
other
hand,
looks
at
journalism
from
a
social,
rather
than
in
a
techno-­‐economic
or
capitalist
sense,
arguing
that
“studies
should
focus
on
how
journalists
are
being
perceived
by
society”
(Vujnovic,
2008:
76).
Allison
refers
to
journalism
as
a
profession,
in
terms
of
the
power
allowed
it
by
society,
and
the
power
it
holds
over
society.
Allison’s
approach
is
also
relevant
to
this
dissertation,
as
it
evaluates
the
relationship
between
audiences
and
publishers.
This
issue
is
of
vital
importance
to
the
future
of
journalism,
in
terms
of
the
threat
set
out
by
content
democratisation.
3.2 Traditional Functions and Values of Journalism
It
is
important
to
establish
the
central
opinions
and
theories
regarding
the
traditional
functions
and
values
of
professional
journalism,
in
order
to
understand
how
new
platforms
and
technologies
are
interlinked
with
the
functions
of
journalism.
Journalism’s
definition
is
highly
contingent
on
its
functions
and
values,
influencing
determinations
about
whether
or
not
it
is
in
decline.
Kovach
and
Rosenstiel
categorise
the
functions
of
journalism
as
journalism
of
verification,
journalism
of
assertion,
journalism
of
affirmation,
and
interest
group
journalism
(2010:
36-­‐50).
The
authors
further
state
that
the
norms
and
values
to
which
journalism
aspires
include
“independence,
verification,
a
primary
allegiance
to
citizens
rather
than
political
faction
or
corporate
interests,
and
a
dedication
to
consideration
of
events”
(2010:
172).
Complying
with
these
elements
would
help
journalism
keep
its
position
as
a
trustworthy
profession
and
also
re-­‐
16

17.
establish
its
voice
of
truth
amongst
platforms
which
do
not
(openly)
verify
their
facts,
such
as
WikiLeaks.
Kovach
and
Rosenstiel
focus
on
journalism’s
obligation
to
the
truth
–
arguably,
its
foremost
function
(2001,2007,
pp
36).
The
relation
between
journalism
and
ethics
is
a
significant
one,
as
the
human
desire
for
truth
would
mean
that
truth
verification,
assertion
and
affirmation
are
functions
consistently
demanded
by
society.
Michael
Ryan’s
(2001)
argument
that
ethics
is
the
main
value
in
journalism
complements
Kovach
and
Rosenstiel’s
findings.
It
further
suggests
that
the
main
function
of
journalism
is
to
portray
the
truth
(Kovach,
Rosenstiel,
2001,
2007:
14).
It
is
important
to
note
the
importance
of
truth
when
discussing
journalism
as
the
issue
of
fact
verification
and
source-­‐confirmation
is
a
part
of
an
active
debate,
regarding
new
journalistic
platforms,
which
are
said
to
lack
fact
verification.
There
have
been
several
instances,
when
new
platforms
have,
admittedly,
provided
instant
access
to
information,
but
information
which
is
not
accurate.
For
example,
numerous
Twitter
death
hoaxes
have
been
noted
to
be
trending
worldwide
(Zarella,
2011).
McNair’s
(2009)
descriptions
of
journalism
invoke
its
surveillance
and
social
reproduction
roles
(2009:
21)
-­‐
referring
to
journalism’s
obligations
to
society,
on
which
Kovach
and
Rosenstiel
also
focus.
McNair
further
states
that
journalism
provides
“an
ongoing
narrative
about
the
world
beyond
our
immediate
experiences”
(2009:
21)
–
a
function
that
is
today
largely
substituted
by
technology
(Rutenbeck,
2006:29).
A
thorough
description
of
the
functions
of
journalism,
with
a
focus
on
its
roles
as
a
witness,
is
provided
by
Carlson
(2007),
who
states
that:
17

18.
Journalistic authority relates to credibility and legitimacy in
performing the function of a surrogate witness, but one that also
sorts, omits, transforms, explains, comments on, and makes sense of
what it reports.
Carlson,
(2007:
266)
Carlson’s
multi-­‐dimensional
definition
relates
closely
with
that
of
Kovach
and
Rosenstiel
(2010).
Carlson
raises
a
valid
point
by
looking
at
journalism
as
not
simply
a
provider
of
information,
but
an
analytical
social
mechanism.
In
this
context,
independence
from
political
or
corporate
organisations
might
increasingly
difficult,
as
new
platforms
threaten
existing
ones.
3.3 Traditional Platforms
Magazines
Defining
traditional
journalistic
platforms
and
discussing
their
transformation
is
a
crucial
step
towards
identifying
whether
magazine
journalism
is
in
decline.
Magazines,
which
first
appeared
in
1731
(McKay,
2006:7),
are
a
popular
journalistic
medium,
traditionally
defined
as:
a periodical publication containing articles and illustrations,
typically covering a particular subject or area of interest
Oxford
Dictionary,
2nd
Edition,
2005
The
key
terms
in
the
above
definition
are
periodical,
publication
and
particular,
which
refer
to
a
magazine’s
frequency,
type
and
content
type/target
audience
respectively.
It
is
important
to
note
these,
as
they
are
significant
in
terms
of
the
transformation
of
the
magazine
towards
online
platforms
(Periodical
Publishers’
Association,
2011).
The
three
terms
are
applicable
yet
18

19.
amended
–
mainly
in
terms
of
the
frequency
of
content
publication
and
audience
targeting.
The
PPA
provide
a
more
industry-­‐focused
definition
of
a
magazine:
branded, edited content often supported by advertising or sponsorship
and delivered in print or other forms
Periodical
Publishers’
Association,
2011
This
definition
adds
another
dimension
to
that
of
the
OED
–
that
of
revenue
as
an
essential
part
of
magazines
(McKay,
2006:
187-­‐207).
Magazines
are
dependent
on
advertisers,
who
in
turn
are
interested
in
promoting
their
products
to
a
targeted
audience.
Kaye
and
Quinn
(2010)
refer
to
this
model
as
“the
eyeball
business
model-­‐
give
away
content
to
attract
eyeballs,
and
sell
those
audiences
to
advertisers”
(2010:
15).
The
authors
emphasise
the
importance
of
content
and
niche
targeting,
which
are
both
crucial
elements
of
magazines’
profit
optimisation
strategies.
Given
that
web
platforms
offer
more
intense
consumer
targeting
at
a
cheaper
rate
–without
the
complications
of
traditional
magazine
publishing
processes,
such
as
printing
and
distribution
–
magazines
industry
participants
must
look
to
new
methods
of
profit
optimisation,
which
would
exclude
the
costs
of
distribution
and
printing.
Some
of
these
methods,
as
suggested
by
Kaye
and
Quinn
(2010)
include:
sponsorships
and
philanthropy,
microfunding
and
micropayments,
family
ownerships
and
trusts,
niche
advertising,
e-­‐commerce
and
engagement,
electronic
paper/e-­‐readers
and
SEO
(search
engine
optimisation),
and
AdSense
content
creation,
concluding
that
the
revenue
model
of
the
future
would
be
a
combination
of
revenue
sources
(Kaye,
Quinn,
2010:173).
Regardless
of
the
method,
magazines
are
changing
their
organizational
structure,
revenue
models
and
format.
19

20.
Newspapers
Newspapers
too
are
in
the
process
of
changing,
with
critics
questioning
current
revenue
models,
content
presentation,
and
corporate
structures
of
newspaper
organisations.
At
present,
newspapers
are
experimenting
with
different
models.
The
Financial
Times,
for
example,
offers
free
content,
combined
with
selected
paywall
content,
whereas
other
publications,
such
as
The
Guardian
offer
exclusively
free
content.
The
New
York
Times
offers
a
paid-­‐for
newsletter
function,
which
allows
users
to
list
their
preferred
topics
of
interest
and
receive
niche
content
(Kaye,
Quinn,
2010:
36).
McKay
(1996)
compares
newspapers
and
magazines,
concluding
that
magazines
are
entering
the
future
with
strategies
on
targeting,
niche
marketing
and
extensions,
which
“are
precisely
the
things
at
which
the
best
magazines
already
excel”
(McKay,
2006:
5).
New
technologies
facilitate
niche
targeting.
It
is
for
newspapers
to
take
advantage
of
these
new
media
technologies.
New
technologies
have
already
transformed
newspaper
journalism
“from
instant
global
distribution
to
community
participation
to
more
powerful
story
telling
techniques”
(Kaye,
Quinn,
2010:
173).
Despite
the
fact
that
newspaper
revenues
have
been
falling
since
the
recent
global
recession
(Kaye,
Quinn,
2010:7),
there
is
optimism
about
the
future
of
newspaper
journalism
with
increases
in
Kindle,
iPad
and
Twitter
users.
3.4 New Platforms
The
section
below
outlines
the
key
“new
media”
platforms,
which
have,
or
are
in
the
process
of
substituting,
the
traditional
channels
discussed
in
the
previous
section.
The
section
focuses
on
studies
regarding
Twitter
(and
microblogging),
blogs
and
WikiLeaks.
New
technologies
and
journalistic
functions
have
always
existed
in
correlation.
As
Pavlik
(2000)
notes
“journalism
has
always
been
shaped
by
20

21.
technology”
(2000:229).
Pavlik
provides
the
example
of
the
significance
of
Guttenberg’s
printing
press
and
the
invention
of
the
telephone,
which
allowed
for
rapid
exchange
of
information.
Jarvis
(2010)
compares
the
significance
of
the
printing
press
to
the
Reformation
of
Europe,
and
the
importance
of
Twitter
to
the
Egyptian
revolution
in
January
2011.
Information
technologies
are
known
to
drive
societies
forward,
and
one
could
argue
that
the
same
is
happening
with
magazine
journalism
and
Web
2.0.
Örnebring
agrees
with
Pavlik,
stating
that
“the
prime
function
of
any
new
technology
is
to
speed
up
the
news
process
(2010:65)
–
the
scholar
views
speed
as
a
capitalist
means
of
competitive
advantage
and
a
naturalised
element
of
journalism
(2010:65).
This
means
that
increasing
the
speed
of
publication
–
also
increasing
the
speed
of
information
sourcing
and
verifying
–
increases
productivity
and
improves
a
publication’s
position
amongst
its
direct
competitors.
Hampton
(2004)
calls
this
revenue-­‐related
factor
an
“epistemology
of
speed
and
sensationalism”
(2004:92),
meaning
that
contemporary
news
journalism
focuses
on
providing
content
rapidly,
even
if
at
the
cost
of
correctness.
He
argues
that
while
mid-­‐Victorian
journalism
was
based
on
deliberation
and
debate,
New
Journalism
relied
on
instantaneous
news,
rather
than
accuracy
(2004:92).
New
technologies
allowing
for
instant
news
might
also
mean
sacrifices
in
accuracy.
Elliott
(2008)
regards
high-­‐speed
information
as
a
threat
to
journalism,
arguing
that
new
channels
create
a
“24-­‐hour
expectation
of
information
flow,
with
the
destruction
of
a
space-­‐
and
time-­‐limited
news
hole”
(2008:29).
For
Elliott,
the
“open
podium”
the
Web
creates
(referring
to
content
democratisation)
has
led
to
“a
lack
of
hard
borders
between
types
of
mass
communication”
(2008:29).
Blogs,
microblogging,
social
networks
and
other
elements
of
Web
2.0
(see
White,
2007)
are
the
main
platforms
fomenting
threats
to
the
traditional
journalism
Elliott
describes.
High-­‐speed
based
news
either
means
a
decrease
in
content
quality
(as
there
is
now
less
time
for
the
editorial
process),
or
the
adaptation
of
journalistic
practices
to
the
new
conditions
engendered
by
“new”
media
platforms.
21

22.
Blogs
Blogs,
or
weblogs,
as
they
were
known
in
1997
when
the
term
first
appeared,
are
a
Web
phenomenon,
associated
with
content
democratisation
and
Web
2.0.
The
generic
definition
of
a
blog
identifies
it
as
a
Web site on which an individual or group of users produces an ongoing
narrative
Oxford
Dictionary,
2nd
Edition,
2007
This
definition
of
a
blog
is
limiting
in
terms
of
a
blog’s
functions,
purpose
and
narrative.
Rutenbeck’s
(2006)
definition
allows
for
a
clearer
view
into
the
way
blogs
are
operated:
a content management system (CMS)for allowing a person to use a web
browser to directly create, edit and add to publically accessible
web pages.
Rutenbeck,
2006:29
Rutenbeck’s
description
includes
two
important
elements,
which
the
generic
definition
lacks;
content
management
and
accessibility.
This
implies
that
blogs
are
not
simply
“an
ongoing
narrative”
but
a
CMS
that
allows
for
the
implication
of
an
editorial
and
business
strategy.
Accessibility
means
that
more
people
would
be
able
to
access
the
news
at
any
given
time.
Singer
(2005)
goes
further,
stating
that
“a
blog
is
an
ongoing
conversation”
(Singer,
2005:178)
with
the
audience.
Singer
focuses
on
the
significance
of
blogs
as
a
social
tool
used
for
audience
engagement
(through
comments,
RSS
feeds
and
sharing
on
social
networks
such
as
Facebook
and
Twitter).
Jay
Rosen,
one
of
the
most
influential
industry
analysts,
discusses
blogs
in
terms
of
the
redistribution
of
media
power
they
have
caused
-­‐
from
“elitist”
journalistic
platforms
to
open
platforms.
As
journalism
is
transformed
into
a
conversation
(Kovach,
Rosenstiel,
2010:
172),
“the
news
system
now
incorporates
the
people
formerly
known
as
the
audience”
(Katz,
2011).
In
an
22

23.
earlier
paper
about
the
relationship
between
blogger
and
journalists
Rosen
(2005)
argues
that
the
well-­‐known
industry
debate
of
bloggers
versus
journalists
is,
in
fact,
over.
The
debate
itself
consists
of
questions,
such
as:
is
blogging
a
replacement
of
journalism;
are
bloggers
journalists
and
how
are
journalistic
values
transcribed
onto
blogging
(Lowrey,
2006).
Rosen
argues
that
journalism
and
blogging,
or
any
sort
of
citizen
journalism
for
that
matter,
complement
each
other:
Not sovereign doesn’t mean you go away. It means your influence is
not singular anymore.
Rosen,
2005
Rosen
does
not
ignore
the
rise
of
the
blog
as
a
platform
but
believes
the
two
can
co-­‐exist
together.
However,
Rosen
does
not
go
into
detail
over
market
share
and
revenues,
which
ultimately
make
it
possible
for
journalism
to
prosper
in
this
economic
and
technological
environment.
J.D.
Lasica
agrees
with
Rosen
on
this
topic,
discussing
the
relationship
between
the
two
as
symbiotic
in
“creating
a
new
media
ecosystem”
(Lasica,
2003:
71).
Seven
years
before
Kovach
and
Rosenstiel’s
Blur,
Lasica
had
introduced
the
concept
of
journalism
as
process,
rather
than
a
static
product
(Lasica,
2003:
72).
Picard
(1998)
on
the
other
hand
states
that
“journalism
is
not
in
itself
a
product
or
a
service”
(1998:
99).
Twitter
Twitter,
a
social
media
microblogging
site,
is
often
mentioned
when
discussing
the
future
of
magazine
journalism.
Twitter
allows
for
instant
access
to
information
-­‐
an
economic
advantage
that
Örnebring
discusses
in
detail
(2010).
Jack
Dorsey,
one
of
Twitter’s
co-­‐founders
describes
the
platform’s
content
as
“short
burst
of
inconsequential
information”
(Sarno,
2009),
different
from
magazines
and
newspapers
in
its
publication
frequency.
Whereas
magazines
and
newspapers
are
periodical,
content
on
Twitter
is
sporadic
and
often
unrelated.
Twitter
rarely
offers
an
analysis
of
information,
which
is
one
of
journalism’s
main
functions,
as
stated
by
Carlson,
(2007:
266).
In
this
way,
Twitter
might
be
seen,
not
as
a
threat
to
journalism,
but
rather
as
a
useful
tool.
Patterson
(2011)
23

24.
identifies
a
clear
division
between
journalism
and
Twitter,
stating
that
“Twitter
is
a
tool,
the
web
is
a
medium,
and
journalism
is
an
action”.
The
researcher
agrees
strongly
with
this
statement,
as
it
offers
a
useful
separation
between
platform
and
function.
The
advantage
of
Twitter
is
its
easy
accessibility
as
a
platform
(via
mobile,
browser,
tablet);
allowing
news
to
be
transmitted
more
quickly
than
through
traditional
media.
For
example,
Twitter
transmitted
revolution
from
Egypt
to
neighbouring
states
(Panisson,
2011,
Jarvis,
2011,
Rosen,
2011,
O’Dell,
2011).
Live
updates
of
the
advancement
of
the
revolutionaries
were
re-­‐tweeted
at
an
exceptional
speed.
Twitter
is
becoming
an
important
journalistic
tool,
especially
regarding
information
and
source
gathering.
Real-­‐time
reporting
(“live-­‐blogging”
as
the
Guardian
refers
to
it)
is
another
important
function
that
Twitter
contributes
to
journalism.
Currently,
a
number
of
journalists
in
the
UK
actively
use
Twitter
as
a
journalistic
tool,
including
Paul
Lewis
of
The
Guardian,
who
live-­‐blogged
the
Ian
Tomlinson
inquest
on
The
Guardian
website
(Lewis,
2011).
Real–time
reporting
represents
an
upwards
trend
amongst
magazines
and
newspapers,
especially
after
journalists
in
the
UK
were
given
permission
to
tweet
and
email
from
court
(Lumley,
2010).
New
technologies
influence
not
only
journalism,
but
also
law
and
politics.
Journalism
necessarily
transforms
the
phenomena
it
represents.
As
representations
are
altered
via
new
technologies,
so
too
are
the
phenomena
represented
altered.
WikiLeaks
WikiLeaks
is
a
whistle–blowing
organisation,
which
questions
the
functions
and
obligations
of
journalism
by
revealing
confidential
information.
WikiLeaks’
content
is
controversial
to
the
extent
that
some
have
called
it
“not
a
news
organisation,
but
a
criminal
enterprise”
(Thiessen,
2010).
WikiLeaks
in
itself
is
not
an
independent
medium,
but
relies
on
traditional
media,
such
as
The
New
York
Times
and
The
Guardian
to
promote
the
information
it
releases.
As
Hotz
24

25.
(2010),
a
critic
of
WikiLeaks
states,
“the
site
is
still
just
a
big
mine
full
of
data
that
has
to
be
extracted
and
processed
by
other
agents
in
the
journalistic
machine”.
Hotz
refers
to
the
fact
that
WikiLeaks
does
not
offer
an
analytical
portrayal
of
the
information
it
provides;
an
essential
function
of
traditional
journalistic
channels.
What
WikiLeaks
does
offer,
however,
is
the
opportunity
for
data
journalism
to
establish
itself
as
a
recognisable
media
force
(Greenslade,
2010).
By
revealing
sources
and
otherwise
secret
files,
WikiLeaks
calls
for
better
fact
verification
and
openness
within
journalism.
The
main
debate
surrounding
Wikileaks
(Axon,
2010)
in
the
media
industry
is
concerned
with
such
questions
as;
1. Is
WikiLeaks
a
journalistic
platform?
2. Can
WikiLeaks
exist
without
traditional
media
to
promote
it?
3. What
should
the
boundaries
of
journalism
be?
4. Do
we
need
to
re-­‐define
fact
verification?
3.5 New platforms and functions
The
following
section
includes
academic
writings
on
the
relationship
between
the
new
platforms
discussed
above,
and
the
traditional
functions
and
activities
of
journalism
with
regard
to
magazine
journalism.
Discussed
are
the
new
functions
likely
to
emerge
as
a
result
of
the
properties
of
the
new
platforms,
the
demands
of
the
Web
2.0
audience,
and
the
nature
of
updated
revenue
strategies.
One
of
the
main
changes
that
new
technologies
bring
to
magazine
journalism
is
the
speed
of
news
and
the
instant
circulation
of
information.
Standardisation
and
timesaving
are
a
product
of
the
Industrial
Revolution,
used
to
“promote
synchronised
efficiency
in
[…]
complex
industrial
work
settings”
Eriksen
(2001:53).
In
our
time
of
“acceleration”,
as
Eriksen
refers
to
it,
journalism
is
expected
to
offer
instantaneous
news.
The discourse of speed, understood as at heart a capitalist logic of
competition and use of technology to increase productivity, has
become a wholly naturalized element of journalism
25

26.
Örnebring
(2010)
Örnebring
shows
the
relation
between
speed
and
technology,
confirming
they
are
both
elements
of
journalism.
Tools
such
as
Twitter
allow
for
journalism
to
increase
the
speed
of
newsgathering
and
delivery.
Eriksen
(2001)
expresses
concern
about
a
speed
of
information
suggestive
of
“a
society
where
everything
stands
still
at
enormous
speed”
(2001).
In
a
high-­‐speed
information
era,
time
becomes
a
scarce
resource
and
an
information
overflow
occurs.
Thus
a
negative
aspect
of
the
application
of
new
tools
and
platforms
to
magazine
journalism
is
that
the
quality
of
information
may
suffer.
Sources,
provided
by
WikiLeaks
or
Twitter,
have
not
undergone
the
processes
of
verification
traditionally
instigated
in
journalism.
It
is,
thus,
important
to
note
the
relationship
between
audience
demands
(for
constant
flows
of
information-­‐sharing
and
interaction),
which
are
the
basis
for
the
properties
of
new
platforms,
and
the
development
of
new
journalistic
functions.
“Technology
may
change
delivery
and
form
[…]
but
it
will
not
change
human
nature
and
the
imperatives
of
what
people
need
to
know”
(Kovach
and
Rosenstiel,
2010:173).
This
means
that
the
fundamental,
traditional
functions
of
journalism
must
remain
the
same,
but
journalists
of
the
future
must
practise
additional
functions.
These
functions
might
include
gatekeeping
(Bennet
and
Livingstone,
2003),
public
forum
organising
(Bollinger,
2011),
sense
making
(Kovach
and
Rosenstiel,
2010),
and
information
filtering
(Friend
and
Singer,
2007).
Gatekeeping
refers
to
journalism’s
role
as
a
public
judge
about
what
is
and
is
not
quality
content,
and
which
platforms
are
to
be
trusted.
Gatekeeping
is
the
reason
why
WikiLeaks,
for
example,
managed
to
gain
the
popularity
it
now
boasts:
well-­‐
respected
publications
sourced
information
from
the
WikiLeaks
files,
which
automatically
made
it
trustworthy
in
the
eyes
of
many
readers.
The
function
of
being
a
public
forum
organiser
refers
to
the
demand
by
the
Web
2.0
audience
for
participation
and
equality.
Citizens
today
are
more
proactive
and
involved
in
social
debates.
Journalistic
channels
might
therefore
become
a
platform
to
encourage
action
and
involvement.
Sense
making
refers
to
the
function
of
putting
“information
into
context
[…]
look
for
connections
so
that,
26

27.
as
consumers,
we
can
decide
what
the
news
mean
to
us”
(Kovach
and
Rosenstiel,
2010:176).
Finally,
information
filtering
means
that
rather
than
writing
content
and
storytelling,
the
future
function
of
journalists
might
consist
of
filtering
information
from
the
pool
of
content
that
is
the
Web;
editing
and
formatting
the
information
provided
by
others,
and
targeting
information
towards
niche
audiences.
Whatever
combinations
of
functions
become
native
to
journalism;
the
demands
of
the
audience,
the
limitations
and
properties
of
journalistic
platforms,
and
the
restrictions
of
revenue
strategies
will
command
journalistic
functions.
___________________________________________________________________________
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J.,
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32.
4.0 Research Methodology Design
The
research
undertaken
in
this
dissertation
aims
at
achieving
the
three
main
objectives
identified
through
the
Literature
Review;
1. To
establish
whether
journalistic
functions
must
change
in
accordance
with
the
changing
platforms.
2. To
identify
what
these
changes
mean
to
magazine
publishing.
3. To
discuss
what
are
the
challenges
magazine
journalism
is
facing,
and
how
these
might
be
addressed.
The
researcher
aims
at
achieving
the
above
objectives
through
analysis,
synthesis
and
evaluation
of
sources
and
data.
The
following
chapter
describes
and
justifies
the
research
methods
applied
in
the
dissertation.
The
chapter
refers
to
research
as
a
systematic
learning
process
(Meriam,
2009:
4)
and
analyses
the
methods
chosen
by
the
researcher.
Finally,
it
presents
the
limitations
of
the
research.
4.1 Secondary Research
The
secondary
research
of
this
dissertation
consists
of
industry
materials,
including
journals,
academic
books,
quantitative
research,
on-­‐
and
off-­‐line
articles,
conference
transcripts
and
industry
specialists’
opinions,
published
on
various
platforms.
The
contemporary
nature
of
the
question
and
its
relatively
new
technological
constituents
require
a
corresponding
research
approach.
As
such
the
researcher
has
collected
sources,
in
accordance
with
their
date
of
publication,
which
necessarily
focus
on
the
most
recent
studies,
taking
account
of
the
latest
technological
developments.
The
researcher
has
completed
the
research
for
this
dissertation
by
thematically
dividing
her
sources,
grouping
them
into
categorical
clusters.
The
secondary
research
sources
follow
the
structure
of
the
rest
of
the
dissertation,
strategically
dividing
the
sources
into
groups
by
topic;
“new”
and
“old”

33.
platforms,
values/elements
of
magazine
journalism,
and
the
future
of
the
industry.
The
backbone
of
the
secondary
research
is
based
on
the
writing
of
Kovach
and
Rosenstiel
(2001,
2010),
Picard
(1998,
2002),
Lowrey
(2006),
O’Reilly
(2007)
and
Kaye
and
Quinn
(2010).
All
statistical
data
has
been
sourced
via
recent
MINTEL
reports
(MINTEL,
2010,
2011)
and
influential
Internet
reports,
such
as
IAB
(2011),
OFT
(2006)
and
Ofcom
(2010).
Academic
journals,
such
as
SAGE
and
Emerald
Insight
have
also
played
an
important
role
in
sourcing
relevant
material.
Industry-­‐acknowledged
newspapers
and
magazines,
such
as
The
Guardian,
The
Economist,
Marketing
Week
and
Forbes
have
also
been
used
as
sources,
as
they
all
provide
a
detailed
insight
into
the
global
and
UK
media
industry.
The
secondary
research
has
resulted
in
two
key
findings:
1.
There
is
not
an
inherent
conflict
between
journalistic
platform,
function
and
value.
2.
New
revenue
strategies
must
be
developed,
in
order
for
magazine
journalism
to
survive.
4.2 Primary Research
The
findings
of
the
secondary
research
raise
the
following
questions,
to
be
answered
through
the
methods
of
the
primary
research.
The
questions
include
the
following;
1. Are
“new”
media
platforms
threatening
the
industry?
2. Are
the
values,
associated
with
traditional
magazine
journalism
being
transcribed
onto
the
“new”
media
platforms?
3. What
is
the
significance
of
journalism
to
society?
4. How
are
the
changing
elements
of
journalism
affecting
the
magazine
industry
in
the
UK?
33