The Disappearing Shelf Space Versus the Flourishing Virtual Newsstands in the Philippine Publishing Industry: the Case of ABS-CBN Publishing, Inc.

EasyChair Preprint 11510

Abstract

This study aimed to determine and analyze the characteristics of ABS-CBN Publishing, Inc.'s target market and how several factors affect its target market’s media platform choice. This study used the mixed method of research to determine the profile of the respondents, their choice and use of publication platform, the significant relationship between the respondents’ personal profile and the factors affecting their platform choice, and the implications in terms of issues or concerns and opportunities to ABS-CBN Publishing, Inc.  Data was gathered through the administration of a researcher-made questionnaire and conduct of personal interviews.  Moreover, means and standard deviation were used to interpret the extent of the factors affecting the platform choice of customers (accessibility, pricing, payment scheme, innovation, audience engagement, value-added features, and user-friendly) relevant for data analysis. Inferential statistics such as T-Test and Tukey Post Hoc were utilized for independent samples used to determine the significant factors of the respondents when they were grouped in terms of the dichotomous variable, and one-way ANOVA for the variables with more than two categories.   Results revealed that the respondents belong to Generation Y or digital natives and earn decently enough to sustain their leisure, needs, and interests, in both traditional media and digital platforms.  The study furthers that there are no specific criteria for platform choice due to individual respondents' various requirements and needs.  Hence, it is proposed that the company’s digital presence must be strengthened and the presence of print media in regulated operations be enhanced.

Keyphrases: digital natives, digital platform, disappearing shelf space, flourishing virtual newsstands, traditional media

@booklet{EasyChair:11510,
  author    = {Sheryl Adducul and John Octavious Palina},
  title     = {The Disappearing Shelf Space Versus the Flourishing Virtual Newsstands in the Philippine Publishing Industry: the Case of ABS-CBN Publishing, Inc.},
  howpublished = {EasyChair Preprint 11510},
  year      = {EasyChair, 2023}}