The future magazine: Transition from product to service

Anu Seisto, Aino Mensonen, Anna Viljakainen, Maiju Aikala, Pertti Moilanen, Ulf Lindqvist

    Research output: Book/ReportReport


    There are many simultaneous forces shaping the magazine market and changing the core business logic. On the one hand we experience media convergence, where the traditional media industry is integrating with the telecommunications industry and information technology. On the other hand the advertising market reacts to the changing economic climate and increasing amount of online media content. The Internet has had a tremendous effect on the media use habits of the consumers and the use of printed magazines is no exception. Due to digitalization and the declining trend in the consumption of printed products, the forest industry is also facing the need to change. In the Fumaga project, we looked at the future of magazines from the viewpoint of the so-called service-dominant logic, which means that the customer value (value in use) is the starting point of the development. The readers of the magazine have a central role as the customers of the magazine service. The magazine service is available through several platforms, both printed and digital, including also user communities in which the users may act as co-creators of content. Development in any part of the magazine service has an effect on how the reader experiences the service. Therefore, from the paper makers' perspective it is important to know the other actors in the network of printed magazines and collaborate with them, but it is also very important to have knowledge on the other networks in the magazine service and especially on the final customers, the readers. In the project, four case studies were carried out to find possibilities for new services from the paper maker to their customers: Hybrid media applications in magazines, New title launch, Brand experience and Service concepts for customers' processes. Turning the service possibilities pointed out during the project and in this publication into active services requires a close relationship between the paper producer and their customers in order to be able to co-create value. In some cases it may also be important to involve other players from the value chain or across networks to form strategic alliances for realizing a new service. Applying the service-dominant logic perspective would also mean that the role of the paper producer in the magazines' value chain would no longer be that of the raw material provider but also that of a consultant that offers knowledge and support into the customers' processes.
    Original languageEnglish
    Place of PublicationEspoo
    PublisherVTT Technical Research Centre of Finland
    Number of pages37
    ISBN (Electronic)978-951-38-7923-5
    ISBN (Print)978-951-38-7922-8
    Publication statusPublished - 2013
    MoE publication typeD4 Published development or research report or study

    Publication series

    SeriesVTT Technology


    • magazines
    • print media
    • service innovation
    • co-creation
    • service-dominant logic


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