| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 104 === The target company of this management case is TechNews, a leading Taiwan-based leading media company which focusing on areas including information technology, energy, semiconductors, mobile computing, Internet, medical, biotech and other industries messages. This company primary task is to produce original articles with unique and distinguishing view.
At recent days, the influence of traditional media has been weakening. It is certain that most of the people are spending less and less time per week on it. Instead, we are experiencing the raise of the new media. Comparing with the traditional type, this new media type of company generally is with flatter organization structure; management is also with more freedom to recruit and attract a decent number of talented journalists. It sounds that the entry barrier of forming a new media company is low, so lots of people join the competition without thinking clearly. However, they all face the same challenge eventually – to covert “traffics” into “revenue’. In this case, the manager of the target company is currently contemplating the future strategy out of current predicament – should he keep being very profit-oriented in the near term or should he protect the core value of TechNews brand as the long-term primary goal?
This case study is divided into two parts – case background introduction and case discussion. The study of this case could enable readers to understand the different models of internet advertising and how the revenue is calculated as well as basic terms of this specific industry, thereby allowing digital content managers to have better analysis when considering what type of the ads they should choose to work with and what could be the potential consequences using fragmentary data they get handy. This case study is offering to make a more accurate evaluation on the effectiveness of ads strategy and it could be implement on the real life managerial decisions. This will help to look into the profit streams and analysis what could be the future implication from different angles.
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