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Content is key to non-profit digital media strategy

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  • Isadora Sánchez-Torné

    (University of Seville)

  • Francisco Javier Caro-González

    (University of Seville)

  • Macarena Pérez-Suárez

    (University of Seville)

Abstract

This research aims to determine the type of content offered by non-profit digital media, determining whether this content is different and characteristic. For this purpose, a binomial logistic regression analysis was carried out on a sample of digital medias included in the Latin American SembraMedia directory (509 media: 70% for-profit and 30% non-profit). This data from SembraMedia's digital media list showed that non-profit media is having a social impact. As such, it was relevant to address non-profit media as an organisational model compared to for-profit media. Variables such as journalistic genre, the techniques used the origin of the content, and the coverage or type of content were considered. The main conclusion is that non-profit digital media show significant differences in their contents when compared to for-profit ones. These differences are found in the content (environment) and in the journalistic techniques used (data journalism).

Suggested Citation

  • Isadora Sánchez-Torné & Francisco Javier Caro-González & Macarena Pérez-Suárez, 2023. "Content is key to non-profit digital media strategy," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(4), pages 927-945, December.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:4:d:10.1007_s12208-022-00358-y
    DOI: 10.1007/s12208-022-00358-y
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