Service possibilities in the value chain of printed magazines

This paper aims to present possibilities for a renewal of the forest sector through innovative services in the value chain of printed magazines. The forest industry faces serious problems as digitalization affects the use of print products. In order to succeed in competition with digital media, the forest industry must examine thoroughly the whole value chain and its different roles in finding new possibilities for services. One way to emphasize a strong service orientation is the adoption of so-called service-dominant logic, which means that customer value (value in use) is the starting point of the development. In this study, possibilities for new services have been looked for through two different topics, one focusing on novel combinations of printed and digital content and the other on the launch of a new magazine title. Based on the results, there are clear customer needs that could be answered by providing knowledge-intensive business services (KIBS). Through close co-operation, the paper producer could offer knowledge that is very important to the publisher from the viewpoint of printed magazines. The publisher would need a more efficient process for launching a new magazine title as well as better arguments for promoting advertising in printed magazines. Both of these are areas in which the paper producer could take a role as a facilitator of innovation.