En framgångsrik linjeutvidgning
The purpose of this thesis is to highlight the work with line extensions by companies in the media industry. To obtain this purpose a case study was performed to learn about Norrbottens Media?s actions regarding their new launch of the magazine Extra. Information was gathered through an interview and media observations and was analyzed and compared to previous studies on the subject. Results of this case study show that the main reasons for the company?s line extension were new trends on the market and that the company had unexploited recourses to make use of. The company has only received positive feedback since the new launch, but because the launch is still very recent, other effects may appear in the future. The company works to limit the risks associated with the line extension for example by adjusting the differences and similarities between the company?s products.