Digital Media and Newspapers' Content Distribution Strategies: A Case Study

• Type: Article in International Conference Proceedings Book
• Date: 2019

Authors

Lima, AM (Author) Other; Teixeira, S (Author) Other; Barbosa, B (Author) Other

Conference proceedings International

Title: Proceedings of the 34th International Business Information Management Conference (IBIMA)

Pages: 6897-6905

Indexing

ISI Web of Knowledge - 0 Citations

Other information

Authenticus ID: P-00S-PAQ

Abstract (EN): This paper aims at understanding newspapers' content distribution strategies in the digital era, by considering whether digital media is used to segment content according to target audiences and to the particular characteristics of each medium. Case study was the method adopted, and the analysis focused on Jornal de Noticias (JN), which was the first Portuguese non-specialist daily newspaper to go digital and to update its online edition on a daily basis. 20 years later, it is still one of the strongest online players in the industry in Portugal. For the purposes of this study, JN's online content and strategy were analyzed for four weeks between August and September 2016. For data triangulation purposes, an interview was conducted with the person in charge of JN's digital channels. It can be concluded that despite conducting a clear online strategy, this medium still privileges the paper version of the newspaper namely due to the monetization constraints, as admittedly it could not survive exclusively from the online business. The study also demonstrates that an effective digital strategy demands considerable resources and digital skills (e.g., data analysis) that are not easily reconciled with the offline strategy needs. Hence, JN is shown as a hard news newspaper using distinct approaches in the online and offline channel that could be summarized as "hard for paper, soft for social network sites".

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 9