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Buying, Licensing and Launching: Strategies to Defend Market Share in the Spanish Magazine Industry
Abstract and Figures
The magazine publishing industry is suffering an intense competition environment in
which firms try to defend their market shares. The context in which these companies operate rely
on internationalization, concentration and specializations as the main driving trends. Strategic
choices available include acquiring new titles from competitors, launching new original titles,
and licensing foreign formats and brands to adapt external concepts to their geographical market.
This piece of research shows a basic overview of the main facts and figures of the Spanish
magazine industry in terms of circulation, advertising expenditure and the most significant
groups, titles and market segments. In the context of the sector, the behavior of the publishing
groups is analyzed in order to clarify which strategies are implemented depending on the size
and ownership of the firms. This paper shows how medium-sized nationally-owned companies
launch more original titles, while large international publishing groups depend more deeply on
licensing and acquisitions as a way to defend and increase their market share. In addition, data
shows how some market segments are still very active while others have reached a mature life
cycle. The publication on a monthly basis is becoming preeminent among the new titles appeared
in the market. The role of the Internet is discussed as both a threat and an opportunity for the
magazine industry.
Key words: Spanish magazine industry, concentration, internationalization, mergers
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... RBA, Zeta, Hola, Prisa and Heres have Spanish investors. In order to protect market share, the magazine groups have needed to increase their number of titles (Artero et al., 2008). Hearst and RBA, the firms that are the market leaders, have used mainly external growth strategies. ...
... RBA, Zeta, Hola, Prisa and Heres have Spanish investors. In order to protect market share, the magazine groups have needed to increase their number of titles (Artero et al., 2008). Hearst and RBA, the firms that are the market leaders, have used mainly external growth strategies. ...
Media concentration has always been a controversial topic. In any media market, the dominant position of some companies may distort the free flow of information and, as a result, can decrease media pluralism and the quality of democracy. This article analyses 10 media and telecommunications product markets in Spain from 1984 to 2012. With this comprehensive and long-term approach, it concludes that content industries are moderately but increasingly concentrated, while technology industries are highly but decreasingly concentrated.
A partir de 1996, los grupos españoles de comunicación iniciaron una estrategia de expansión hacia Latinoamérica. La estabilidad política y económica de algunos países americanos, la liberalización del sector audiovisual y la consolidación de grandes grupos multimedia españoles contribuyó a la expansión hacia nuevos mercados. Para España, Latinoamérica es el lugar natural de crecimiento dadas las raíces históricas y culturales comunes. Por este motivo, España se ha convertido en lugar estratégico para otros grupos de comunicación europeos que quieren invertir en América. Además de estudiar las ventajas económicas, resulta necesario reflexionar sobre las posibles implicaciones informativas que esta estrategia trae consigo.
In this paper we analyze the development of the social sciences during the last dictatorship, through the study of the magazine called Sociológica. Revista Argentina de Ciencias Sociales, published with subsidies from CONICET, whose first issue came out in 1978 and the last in 1984. It was led by the sociologist Roberto José Brie, who was a member of CONICET's advisory committees, a member of the Directorio in 1981 and director of an Institute of social science (ICIS). Throughout these pages, we will present the professional profile of Brie and its links with the Catholic right and anti-Communist circles; We will describe the CONICET institutes belonging to the area of social and human sciences and cases of corruption that wrapped Brie; We will mention what were the different sections of the magazine: articles, reviews and bibliographical notes, and other magazines. We will then summarize the content of 160 research projects selected Brie as part of an investigation compared internationally funded by Unesco. Finally, we briefly consider what were the principal investigators, subjects and independent academic centers that continued to develop research in the area of social sciences and who were out of Sociológica.
