Tidskriftens väg till framgång : framgångsfaktorer för specialtidskrifter ur ett marknadsorienterat perspektiv

Sammanfattning: Our main purpose with this paper was to figure out what makes a magazine successful. We wanted to analyze and examine factors of success for magazines, with a focus on music magazines, from a marketing perspective. Also, we wanted to see specific factors of success for the music magazine Groove. To do this, we interviewed seven people from different areas within the business with different kinds of expertise. We interviewed two people from Groove Magazine, two people from other music magazines and in addition to this, two people from a grand publishing company and also one person from a soccer magazine. All of the interviews were made with a qualitative character and our purpose was to get the business point of view, rather than the readers. In our conclusions we could see four major factors of success for all magazines, including music magazines and Groove. The first one was the passion and devotion that the people behind a magazine must have. Also, the quality of the magazines’ design, layout and content is of high importance. The Internet has become another important factor because of the on-going globalization we live in today. The last major factor is the fact that a magazine must create some kind of common ground for their readers to be able to interact within, and also have a connection with them themselves.