Readers' Responses to Product+ Strategies of Print Media Brands: Increasing Readership or Commoditization of Print Media?

@article{VandenBulck2011ReadersRT,
  title={Readers' Responses to Product+ Strategies of Print Media Brands: Increasing Readership or Commoditization of Print Media?},
  author={Hilde Van den Bulck and Sil Tambuyzer and Stef Ackx},
  journal={International Journal on Media Management},
  year={2011},
  volume={13},
  pages={71 - 85}
}
Taking the Flemish print media as a case in point, this article analyzes if and to what extent the marketing strategy of product+ impacts on brand image and sales in the short and long term. The article confronts a marketing perspective dealing with the effectiveness of premiums, showing premiums as a win-win situation for readers and print media with a news-in-society-perspective that points to the commoditization of news by stimulating audiences to follow premium attractiveness rather than… 
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