Other Ways to Skin a Cat: The Social Identity Jobs-to-be-Done Theory as it Applies to Independent Magazines Surviving Technological Disruption

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  • This cross-disciplinary study of print magazines facing technological disruption asks: Why do we like print magazines? Why are they important to society? What business strategies appear to be working in protecting publications from technological disruption? From a review of technological disruption to magazines since their inception, this study finds that magazines that survived earlier disruptive periods did so through content innovation. However, content is not enough to protect against the most recent technological disruption caused by the Internet and mobile devices. Instead, a combined theory is proposed, called the Social Identity Jobs-to-be-done (SIJ) theory purporting that we seek print magazines for their role defining our social identities. From an analysis of four case studies of independent magazines at the niche, city, national and international level that are surviving technological disruption, it is argued that the SIJ theory can help publishers determine what areas of their business to protect and expand.

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  • Copyright © 2016 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, research, scholarship, and teaching. Theses may only be shared by linking to Carleton University Institutional Repository and no part may be used without proper attribution to the author. No part may be used for commercial purposes directly or indirectly via a for-profit platform; no adaptation or derivative works are permitted without consent from the copyright owner.
Date Created
  • 2016


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