THE STRATEGIC IMPACT OF THE INTERNET ON MAGAZINE PUBLISHING

This paper discusses the impact of the Internet on the magazine publisher's competitive advantage on three analytic levels: the products, the company and the industry. The analysis is based on interview data from the Finnish magazine publishing industry. On the product level, the Internet is a means of differentiation, while on the company level firm-specific resources and capabilities determine how companies can react to the strategic changes on the product level. However, it seems that the Internet has not significantly changed the five forces that shape the nature and state of competition in the magazine publishing industry.