Generation Z as an Audience of Online Versions of Glossy Magazines: the Impact of Values in Dialogue Creation with Target Audience

Student: Arutyunyan Ani

Supervisor: Olga Solovyeva

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2020

This graduation essay is dedicated to Generation Z as an audience for online versions of glossy magazines. The main objective of the study is to identify mechanisms to attract online versions of the glossy magazines of Generation Z audience and build a dialogue with this audience. The following results were obtained through focus groups and online surveys: 1) there is no dialogue between the online versions of the glossy magazines and the audience of Generation Z because of the discrepancy between the values broadcast by the online versions of the glossy magazines and the values of this audience; 2) the existing production format and the content broadcast by the online versions of the glossy magazines is unable to attract the audience of Generation Z. The author makes a number of recommendations to the online versions of the glossy magazines, including: how to form a dialogue (relationship) with the online versions of the glossy magazines with the audience of Generation Z and how to change the content production format to reach the audience of Generation Z.

Full text (added May 19, 2020)

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