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DJOU 1260A - The Media Brand Revolution. Magazines From Print to Digital : a Survival Kit

Type d'enseignement : Elective

Semester : Autumn 2017-2018

Number of hours : 24

Language of tuition : English

Pre-requisite

Particularly intended for students interested in the fast-moving media industry (magazines), the transition from print to digital, the culture of convergence and participation, transmedia evolutions, the management of enhanced digital contents and emerging new business models. No particular media knowledge/experience required, but a true and genuine interest in editorial contents, media marketing, visual culture is an absolute prerequisite.

Course Description

This class will expose students to magazine business history, economics and development strategy. It will endeavour to map the present challenges met by French/European, and international magazines and how publishers are setting up development and reshifting strategies to transform traditional magazine titles into brands, managed like business units (print, digital, events, publishing, travel offers...). It also implies some assessment of how tablets and smartphones have changed reading habits, what media content is about nowadays, and how media corporations have revisited the « format based » formula and shifted to the “global content” approach. In other words, why and how magazines have become media brands.

Teachers

HALBOUT, Grégoire (Associate Professor. Media Brand Development consultant.)

Course validation

1 - Participation : 3/20. The grade will reflect the quality of each student's participation. 2- Executive summary : 4/20 3 - Presentation in English : 7/20. 20-25 minutes (2 presenters). 4- Individual final research paper : 6/20

Additional required reading

  • David A. Aaker, Aaker on Branding: 20 Principles that Drive Success, Morgan James Publishing, New York, 2014
  • The New Strategic Brand Management: Creating Relevance, Differenciation, Energy, Leverage, and Clarity, New York, Free Press (Simon & Schuster), 2004
  • Paul Hodkinson, Media, Culture and Society, London & New York, Sage, 2011.
  • Jean-Marie Charon, La presse magazine, Éditions de la découverte, « Repères », Paris, 2008. On line https://acces-distant.sciences-po.fr/fork?http://www.cairn.info/la-presse-magazine--9782707156075.htm
  • Henry Jenkins, Convergence Culture, NYU Press, New York, 2006 http://catalogue.sciencespo.fr/alswww4.dll/APS_ZONES?fn=ViewNotice&Style=Portal3&q=1150338
  • Siegert G., Förster K., Chan-Olmsted S.M., Ots M. (eds), Handbook of Media Branding, Springer, 2015
  • Inside The New York Times, A. Rossi, USA, 2011, Participant Media/History Films (documentary).
  • The September Issue, R.J. Cutler, USA, 2009, A&E/IndieFilms, (documentary).