A Taxonomy of Newspapers based on Multi-Platform and Paid Content Strategies: Evidences from Spain

Manuel Goyanes, Catherina Durrenberg

Abstract


This article examines Spanish newspapers’ means of digital distribution and their adoption of paid content strategies. To that end, the article employs a quantitative, explorative approach with data collected from 88 Spanish newspapers in November 2012. Using a hierarchical cluster analysis four types of newspapers can be differentiated by their utilization of specific means of digital distribution of content. The four distinct clusters differ in their organizational background and their average net circulation. The results of the article highlight the increasing role of digital kiosks for digital distribution in Spain and indicate a high influence of publishing groups on paid content strategies.

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