Impact of VAT on Portfolio Strategies of Media Houses

Abstract

Repurposing of traditional media content has been a major component of new media products in the portfolio of Norwegian publishers, but they have not developed bundling strategies for cross-platform distribution of the traditional product. This article explores, through an e-survey of newspaper executives and in-dept interviews with key decision makers, the strategic rationale for media product developments and the impact of media policy, especially different VAT rates, on traditional and new media products and services.

Key Words:

• Barriers to innovation
• media policy
• VAT
• product portfolio rationales
• newspaper industry