MARKA EMPIRE JAKO PRZYKŁAD MULTIPLATFORMY MEDIALNEJ – STUDIUM PRZYPADKU
EMPIRE BRAND AS AN EXAMPLE OF MEDIA MULTIPLATFORM – CASE STUDY

Summary/Abstract: In this article I present issues related to the condition of the contemporary press, referring to phenomena such as the media brand, media multiplatform and the adaptive model of traditional media. The subject of the research is the British brand Empire, which now consists of elements such as: printed magazine, e-magazine, website, podcasts, social media and events. I verify the following thesis: T1) Empire is an example of media multiplatform and, at the same time, is a modern media brand; T2) Empire is an example of how traditional media adapt to digital environment; T3) Empire is a practical refl ection of the general trends in the publishing market.

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