Herposisionering/vernuwing in die Suid-Afrikaanse vrouetydskrifmark, met spesifieke verwysing na innoverende inhoud

[摘要] ENGLISH ABSTRACT: This project was undertaken in order to investigate the phenomenon of repositioning/rejuvenationin the South African women magazine industry, rooi rose and SARIE in particular. These twowomen magazines, already in a mature phase and seemingly showing very little difference inidentity, have been constantly competing with one another for many years.One of the goals of the study is to determine whether the manner in which repositioning is appliedwould be a sustainable solution and/or whether, considering the saturated market in SA, thiswould be the sole solution. Hypothetically speaking, the recipe for success may be embedded innew or innovative information and information to support the adopting process of the reader. TheDiffusion of Innovation theory is used as the theoretical platform.A content analysis of rooi rose and SARIE for the period July 2002 to December 2003 has beenconducted and applied to seven categories. The data has been scientifically analysed using theStudent's t-test. It emerged from the quantitative study that no correlation could be found betweeninnovative content and content supporting the adopting process, and the fluctuation of the ABCfigures during that time period. By no means is this an indication that innovative content does notplay an important role in the editorial mix, only that SARIE's better performance since itsrepositioning should be attributed to other factors.The two magazines are almost similar in terms of positioning, content and target market. For thisreason, the role that publicity plays at the launch of each monthly issue should not beunderestimated. The Afrikaans women magazine market shows meagre growth that pointspublishers into other directions such as the expats market, for future growth and survival.Finally, the general interest women magazine should seriously consider her own role in providinginnovative information for her reader in order to counter the strong upcoming niche magazinemarket, which seems to have taken over this very important function of providing innovativeinformation and content supporting the adoption process.In the meantime, change as the only constant means that repositioning or rejuvenation is a givenfactor in the game of survival.

[发布机构] Stellenbosch University