Thesis (MPhil)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: This project was undertaken in order to investigate the phenomenon of repositioning/rejuvenation
in the South African women magazine industry, rooi rose and SARIE in particular. These two
women magazines, already in a mature phase and seemingly showing very little difference in
identity, 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 applied
would be a sustainable solution and/or whether, considering the saturated market in SA, this
would be the sole solution. Hypothetically speaking, the recipe for success may be embedded in
new or innovative information and information to support the adopting process of the reader. The
Diffusion 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 been
conducted and applied to seven categories. The data has been scientifically analysed using the
Student’s t-test. It emerged from the quantitative study that no correlation could be found between
innovative content and content supporting the adopting process, and the fluctuation of the ABC
figures during that time period. By no means is this an indication that innovative content does not
play an important role in the editorial mix, only that SARIE’s better performance since its
repositioning should be attributed to other factors.
The two magazines are almost similar in terms of positioning, content and target market. For this
reason, the role that publicity plays at the launch of each monthly issue should not be
underestimated. The Afrikaans women magazine market shows meagre growth that points
publishers 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 providing
innovative information for her reader in order to counter the strong upcoming niche magazine
market, which seems to have taken over this very important function of providing innovative
information and content supporting the adoption process.
In the meantime, change as the only constant means that repositioning or rejuvenation is a given
factor in the game of survival. / AFRIKAANSE OPSOMMING: Hierdie ondersoek is onderneem om die verskynsel van herposisionering/vernuwing en die wyse
waarop dit toegepas word in die Suid-Afrikaanse vrouetydskrifmark te ondersoek, met spesifieke
verwysing na rooi rose en SARIE. Die twee genoemde vrouetydskrifte is reeds in hul volwasse
stadium, is in konstante mededinging met mekaar en blyk op die oog af dieselfde identiteit te hê.
Die vraag of die wyse waarop herposisionering toegepas is, inderdaad ’n volhoubare oplossing is,
of die enigste oplossing in die lig van ’n moontlike versadigde mark, is een van die doelwitte van
die studie. ’n Hipotetiese stelling is gemaak dat die resep vir sukses moontlik in vernuwende
inhoud lê, en in inhoud wat die daaropvolgende besluitnemingsproses van die leser ondersteun.
Die Diffusie van Innoveringsteorie is as teoretiese vertrekpunt gebruik.
’n Inhoudsanalise van rooi rose en SARIE is oor die tydperk Julie 2002 tot Desember 2003 gedoen
en toegepas in sewe kategorieë. Die data is met behulp van die Student se t-toets wetenskaplik
geanaliseer. Op grond van die resultate van hierdie kwantitatiewe ondersoek is bevind dat
vernuwende inhoud en inhoud wat die besluitnemingsproses ondersteun, geen korrelasie getoon
het met die styging en daling van die ABC-syfers nie. Dit beteken geensins dat vernuwende
inhoud nie ’n belangrike deel van die inhoudsvermenging uitmaak nie, bloot dat SARIE se sukses
sedert herposisionering dus toe te skryf is aan ander faktore.
Die twee tydskrifte stem grootliks ooreen in terme van posisionering, inhoud en teikenmark.
Daarom is die rol wat publisiteit speel ten tye van die bekendstelling van ’n nuwe uitgawe van
groot belang. Die Afrikaanse vrouetydskrifmark toon nie veel meer groei nie, wat beteken dat die
twee tydskrifte ander opsies soos onder meer die “expats”-mark moet ondersoek.
Ten slotte sal die algemene vrouetydskrif ernstiger moet besin oor haar rol in die aanbieding van
innoverende inhoud en inhoud wat die besluitnemingsproses ondersteun as sy die opkomende
nistydskrifmark, wat op die oog af hierdie funksie oorgeneem het, wil trotseer. In die tussentyd sal
tydskrifte vir lief daarmee moet neem dat gereelde herposisionering/vernuwing noodsaaklik is vir
oorlewing.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/16505 |
| Date | 12 1900 |
| Creators | Townsend, Stephanie |
| Contributors | Rabe, Lizette, Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | af_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Rights | Stellenbosch University |
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