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Krise und Chancen des deutschen Pressemarkts

Krise und Chancen des deutschen Pressemarkts


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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Printmedien, Presse, Note: 2,0, Freie Universität Berlin (Otto-Suhr-Institut), Sprache: Deutsch, Abstract: "Das Jahr 2000 wird das Ende der Zeitungs- und Zeitschriftenverleger einläuten." So wie es Bill Gates 1998 auf dem Wirtschaftsgipfel in Davos prognostizierte, ist es nicht gekommen. Dennoch lässt sich nicht leugnen, dass der deutsche Zeitungsmarkt in einer schweren Krise steckt. Dies verdeutlichen die Zahlen zur Entwicklung der Tagespresse zwischen 1995 und 2010. Der Verkauf von Tageszeitungen sank in diesem Zeitraum von über 30 Millionen Exemplaren auf 22,7 Millionen Exemplare. Das entspricht einem Verlust von 24,5%. Besonders dramatisch verhält es sich bei den Kaufzeitungen (hierunter fällt z.B. der Verkauf in Kiosken), die einen Verlust von 33,6% im gemessenen Zeitraum verbuchten. Worin die Ursachen dieser Krise liegen, werde ich im ersten Teil meiner Arbeit darlegen. Ich beschäftige mich hierbei zuerst mit dem Einbrechen der Anzeigenerlöse und Werbeeinnahmen. Anschließend erläutere ich die Folgen für die Tagespresse durch das veränderte Mediennutzungsverhalten der Rezipienten und nenne weitere gesellschaftliche Veränderungen, die sich negativ für das Zeitungswesen auswirken. Dabei gehe ich auch auf die Frage ein, ob es sich um eine konjunkturelle oder strukturelle Krise handelt. Im zweiten Teil meiner Arbeit widme ich mich den Maßnahmen, mit denen die Zeitungsverlage versuchen, den Negativtrend der Tagespresse abzuwenden. Ich erörtere die Frage, ob sich die gedruckte Zeitung durch Pressekonzentration, staatliche Unterstützung oder den Verkauf verlagsnaher bzw. verlagsferner Zusatzprodukte auf dem Markt halten kann und was für Perspektiven das Internet bietet. Im Gegensatz zum ersten Teil gehe ich hier auf konkrete Beispiele anhand ausgewählter Tageszeitungen ein. Mein Augenmerk liegt dabei auf dem deutschen Pressemarkt. Ein Vergleich, etwa mit den USA, in denen das "Zeitungssterben" be


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Product Details
  • ISBN-13: 9783656234494
  • ISBN-10: 3656234493


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