The Communication Strategy of a Glossy Publication (Using the Voice as an Example)

Student: Klyshnikova Iuliia

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2024

This master's thesis examines the communication strategy of the female media brand The Voice. The glossy magazine faced a decrease in demand and loyalty of the target audience for printed publications against the background of rebranding, lack of updates and the departure of advertisers. Within the framework of the master's project, the media consumption of printed and digital versions of glossy publications was considered; the role of marketing in the media business was determined; the strategy for promoting the glossy edition of The Voice and its main competitors was reviewed; the opinions of consumers of glossy publications were revealed. Based on the results of the work, recommendations were formulated to promote The Voice media brand using modern integrated communications tools.

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