Extinction or innovation: what is the future of print media for luxury brands?

Abstract

Printmagazines have long appealed to high-end brands for their controlledenvironment and targeted audience. Today, however, newsstand sales and advertising revenues are declining,due to rapid digital transformationsand changing media habits.Magazine publishers have, therefore, overhauled the creative and commercial structures while establishing new businesses. The research aims to explore this evolving relationship between fashion magazines and luxury brands.An initial theoretical review was under taken to clarify the current state of the magazine industry. In-depth interviews with experts were, then, conducted to investigate the future development. Finally, a surveyof readers examined the magazine consumption, motivations and expectations.