Abstract
In this paper, digital hybridization of motor magazines is studied, displaying how they are using online presence to extend their reach and widen their business. Thanks to a grid, designed to cluster all content- and functionality-types offered online by 40 motor magazines, a picture of their current use of the Internet is been offered and discussed. Online motor magazines gain elements that are not affordable on paper, while they lose other elements. But this process is not just a matter of adding or removing contents and features, rather, it requires a re-consideration of communication itself. Since many online motor magazines deal with tourism destinations, new opportunities are emerging for them, in terms of co-branding, new business models, and new ways to listen to their readers, have an actual dialogue with them, shape the offer, and get benefit of the Internet as a means of collective production of knowledge.
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Lizzi, G., Prosino, S., Cantoni, L. (2013). Online Motor Magazines: An Opportunity for eTourism?. In: Cantoni, L., Xiang, Z. (eds) Information and Communication Technologies in Tourism 2013. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36309-2_31
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DOI: https://doi.org/10.1007/978-3-642-36309-2_31
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