The press in the Digital Age Journalistic strategies to retain readers and generate new sources of income throughout the value chain

Abstract

Although newspapers already have a solid position in their respective local markets, many of them have difficulties in maintaining sales volume and generating higher profit margins due to strong competition from new interactive media (portals, directories, search engines, etc. weblogs) and free publications. These new competitors represent a serious threat to readers of the press.

To maintain and increase their sales, newspapers have to take advantage of their most valuable attributes, that is, content, affinity to the local and new possibilities of distribution. These strengths allow newspapers to focus on four key areas: product development, brand marketing, added value and the human factor to increase their quality and maintain a secular prestige, fighting the threat of their rivals.