Scriptie_Yoeri_Sweep_2217005_CO_IEMES

Management summary
Focus op Reeshof notices that the advertising revenues of their district magazine is declining, in
addition it notices that digital platforms are increasingly used for information extraction. Moreover,
Focus op Reeshof wishes to expand their range of communication means with a motion picture
channel (such as YouTube or a television channel). Due to a lack of knowledge in this area and
declining advertisement revenues of the magazine it issues, it wants to combine these two in a digital
magazine (as a stepping stone to a separate video channel).
The purpose of this research is to find out how Focus op Reeshof can best match the new, to be
created, digital magazine to the needs of the target audience. To this end the following research
question has been drawn up: ‘To what extend does the introduction of a digital district magazine of
Focus op Reeshof meet the needs of the Tilburg Reeshof resident.’ Herein, needs means the extend to
which one longs for something/wants something.
In order to answer the research question, desk research (theoretical exploration) has been conducted
to find out: ‘what the definition of digital magazine is’; ‘What the distinctive characteristics of digital
magazines are’; ‘Which factors are of influence on the intention to adopt a digital magazine’; ‘Which
factors are of influence on the intention to frequently use a digital magazine’; ‘Which platforms to
create a digital magazine best match’.
Based on the obtained answers from the desk research, an online survey has been conducted. For this
purpose, a digital magazine was created using the Maglr platform so that respondents were given a
better picture of a digital magazine. Within the online survey, the distinctive characteristics are
valued using a Likertscale. In order to examine the factors affecting the intention to adopt or
frequently use the digital magazine, which emerged from the desk research, the in the used study of
Eiamkanchanalai et al. (2014) English questionnaire was translated to Dutch. However, because there
is a possibility that there is a difference between the factors that are of influence on the intention to
adopt a digital magazine in general (often a paid service) and the factors that are of influence on the
intention to adopt a digital district magazine, a control question is added to test this difference.
The results have shown that there is indeed a difference between factors that are of influence on the
intention to adopt a digital magazine in general and factors that are of influence on the intention to
adopt the digital district magazine of Focus op Reeshof. The factors with a significant or marginal
impact on the intention to adopt the digital district magazine of Focus op Reeshof are: ‘Compatibility’;
‘Perceived quality’ and ‘Social value’. On average of all statements per characteristic all distinctive
characteristics of digital magazines are positively appreciated. The most appreciated characteristics
are: ‘Quick range’; ‘Deepen’ and ‘Environmentally friendly’. The least appreciated characteristic is:
‘Measurable behaviour’.
The calculations of the results have shown that it is likely that a large part of the target group has the
intention to adopt/frequently use Focus op Reeshof’s digital district magazine.
For this reason, it is recommended to start publishing a digital magazine using the Maglr platform. In
this regard, the best appreciated characteristics and the improvement points for the evaluated factors
(with influence) are presented as recommendations.
For future research, it is advised to investigate what the transition from a printed magazine to a
digital magazine does with the market value of advertising space.
DE IMPLEMENTATIE VAN EEN DIGITAAL WIJKMAGAZINE | Yoeri Sweep
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