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Schulze, Bernd; Hess, Thomas ORCID logoORCID: https://orcid.org/0000-0003-3969-7477 and Eggers, Bernd (2004): The Internet's Impact on Content Utilization Chains: An Exploratory Case Study on Leading Publishers in Germany. In: International Journal on Media Management, Vol. 6, No. 1-2: pp. 12-22

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The market-side utilization of content is affected by the prevalence of the Internet. However, it is not clear in this context how and to what extent it has changed in detail. Aiming to reveal and evaluate the Internet's impact in the print media industries, we examine the latest enhancement of publishers' content utilization chains. For this purpose, we conduct an exploratory case study and apply time-series analysis as well as cross-case synthesis to analyze the data collected. As unit of analysis, we focus on 3 publishers whose content utilization practices represent best practice in the German newspaper, magazine, and book publishing industries, respectively. Based on the results of the case study, we conclude that the Internet has an impact on the composition of publishers' content utilization chains but to a varying extent. However, because Internet-based content utilization windows hardly generate extra revenues or cannibalize existing ones, publishers' revenue models have not changed significantly so far. Besides, we state that the arrangement of Internet-based content utilization windows, which mostly constitute direct-channel distribution, decisively depends on their relation with print-based ones. Hence, we are able to show that the Internet's impact on publishers' content utilization chains manifests itself in various ways.

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