Magazine Publishing Innovation: Two Case Studies on Managing Creativity

Abstract

This paper aims to highlight a link between publishing business innovation and how editors manage creativity in the digital era. Examining the changing industrial and historical business context for the U.K. magazine publishing industry, two case studies are analyzed as representatives of different ends of the publishing company spectrum (one a newly launched magazine published by a major, the other an independent ‘magazine’ website start-up). Qualitative data analysis on publishing innovation and managing creativity is presented as a springboard for further research on magazine media management.

Keywords

• magazines
• magazine business
• magazine publishing
• magazine advertising
• content marketing
• native advertising
• digital magazines
• magazine websites
• innovation
• creativity
• managing creativity
• media management style at home
• the upcoming
• magazine case study
• media business
• magazine publishing history