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Native Media and Business Models: Comparative Study of 14 Successful Experiences in Latin America

Author

Listed:
  • Santiago Tejedor

    (Journalism Department, Autonomous University of Barcelona, Spain)

  • Augusto Ventín

    (School of Communication, Universidad de La Sabana, Colombia)

  • Laura Cervi

    (Journalism Department, Autonomous University of Barcelona, Spain)

  • Cristina Pulido

    (Journalism Department, Autonomous University of Barcelona, Spain)

  • Fernanda Tusa

    (Social Sciences Faculty, Technical University of Machala, Ecuador)

Abstract

From its onset on the 1990s, both digital native (with sister headings on the analog platform) as digital native news media have experienced a constant transformation process. The accelerated technological evolution linked to the changing information consumption habits of the users demanded a constant reinvention capability. Furthermore, the need for profit and the drop in advertisement sales have pushed the media to redefine their structure, content and social media presence. The Ibero-American scene has experienced a sprout of a mixture of digital native news media. They are journalistic projects, conceived from and on the Internet, which have reached considerable renown and becoming reference media on the information level. Internet prompted a reduction of the costs related to the creation of media outlets. However, the establishment of a sustainable business model is one of the main challenges. The research presented looks at the business models of Ibero-American digital native news media based on a comparative analysis of 14 case studies, alongside interviews with their founders. The findings include, among other things, a tendency for business models based on diverse and hyper-specialized content targeted at micro-audiences. This research found an interest in horizontality, participation and user engagement, and noticed the need for these media to diversify their income sources.

Suggested Citation

  • Santiago Tejedor & Augusto Ventín & Laura Cervi & Cristina Pulido & Fernanda Tusa, 2020. "Native Media and Business Models: Comparative Study of 14 Successful Experiences in Latin America," Media and Communication, Cogitatio Press, vol. 8(2), pages 146-158.
    • Handle: RePEc:cog:meanco:v:8:y:2020:i:2:p:146-158
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    References listed on IDEAS

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    1. X. Lecocq & B. Demil, 2009. "Evolucion de modelos de negocio: hacia una vision de la estrategia en terminos de coherencia dinamica," Post-Print hal-00800800, HAL.
    2. Laura Manuel Pérez Cervi & Oralia Paredes & José Tornero, 2010. "Current Trends of Media Literacy in Europe: An Overview," International Journal of Digital Literacy and Digital Competence (IJDLDC), IGI Global, vol. 1(4), pages 1-9, October.
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    Cited by:

    1. Santiago Tejedor & Ana Pérez-Escoda & Augusto Ventín & Fernanda Tusa & Fátima Martínez, 2020. "Tracking Websites’ Digital Communication Strategies in Latin American Hospitals During the COVID-19 Pandemic," IJERPH, MDPI, vol. 17(23), pages 1-19, December.
    2. Miguel-Ángel Esteban-Navarro & Antonia-Isabel Nogales-Bocio & Miguel-Ángel García-Madurga & Tamara Morte-Nadal, 2021. "Spanish Fact-Checking Services: An Approach to Their Business Models," Publications, MDPI, vol. 9(3), pages 1-18, August.

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