Question

Topic: Student Questions

Structure For Dissertation- Property Magazine

Posted by Anonymous on 2/16/2013 at 9:26 AM ET 125 Points
I am confused what topics I can choose to write about a property magazine company. I need to write a Marketing and sales dissertation. I have been trying to write my project for a long time now but can't get my brain to work. I just need a start with it.

Can someone please suggest me some ideas for the topics I can touch in this kind of business? These topics can help me to structure my dissertation.


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  • Posted by Moriarty on 2/16/2013 at 2:16 PM Accepted
    Let's start with the basics and work up.

    Firstly, who are their readers and why? Who are their advertisers (sponsors)? In short, where is the money going. This is, after all the reason for its existence.

    So take a look at a few mags - the university library, public library, buy a few. See what they are advertising - because here is the clue as to who is reading. Look in the situations vacant, again another clue. Take several magazines and you will see a distinction. One of them will be "your" magazine - the one you have in your imagination - or at least, something like it.

    You now have a foundation for your study.

    Now take the magazines and look at one over the space of (say) a year. See what grows, what advertisements appear regularly, which not. See if there are things that develop, a series of articles? A series of advertisements?

    Because looking at what is going on will give you a clear idea what is happening on the editor's desk.

    The sales and marketing focus on what the company does, and who it does it for.

    What do you think? Hope this helps. Moriarty
  • Posted on 2/17/2013 at 8:13 AM Author
    Thanks for the help, Moriarty! You have just given me a few ideas which I will definitely use. The thing is that I already have a magazine company in mind which I will write about. Its a B2B property magazine. One of the the things I am stuck with is that the company's magazines (hard copy) are not being bought by many people as they can easily get an online version of it from the company's website. So why would they spend money on it when it is free? what could be the alternative to it? Or What could the company do in order change this behaviour of their customers?
  • Posted by Jay Hamilton-Roth on 2/17/2013 at 8:49 AM Accepted
    Have you asked the people who buy the magazine why they do so (rather than guess)?
    What's the value for the company in changing the behavior - more income (from sales)? What's the value for not - more distribution (from online views)?
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