Innovación tecnológica y social en medios digitales: análisis del caso de Quartz News

David Anguí-Sánchez; Francisco  Cabezuelo-Lorenzo; Joaquín Sotelo-González

doi:10.4185/RLCS-2019-1405

Authors

David Anguí-Sánchez Complutense University of Madrid
Francisco Cabezuelo-Lorenzo Complutense University of Madrid https://orcid.org/0000-0002-9380-3552
Joaquín Sotelo-González Complutense University of Madrid https://orcid.org/0000-0001-5116-4345

DOI:

https://doi.org/10.4185/RLCS-2019-1405

Keywords:

Innovation, Digital Journalism, Social Change, Technology, Quartz, United States of America

Abstract

Introduction and context. Technological changes and new business models are generating new formats and media and all around the world. Methodology. The in-depth case-study method is applied to the North American digital media Quartz News, which becomes the object of study. The research focuses on the analysis of four main variables: the web design, the use of the mobile application, the newsletters, the sponsored content and the analogical promotion strategy, complementary to the digital one. Analysis and results. The Quartz News website becomes a paradigmatic case of breakthrough design worldwide. Both, the app, which is committed to personalized conversational journalism, and subscription newsletters, are confirmed as an excellent tool for user-loyalty and a guaranteed traffic for more visits. The branded content becomes the star of its digital advertising strategy. They all are the pillars of the new business model. The offline strategy surrounding digital communication reinforces the identity of the medium. Conclusions. Quartz is one of the most successful digital media, despite its creation in the middle of the economic crisis. It is an example of good digital praxis in a context of unstoppable disruptive transformation.

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Author Biographies

David Anguí-Sánchez, Complutense University of Madrid

David ANGUÍ-SÁNCHEZ obtained his Degree in Journalism from the Faculty of Mass Media and Communication Sciences at the Complutense University in Madrid (UCM), Spain. He is currently developing his professional career in the field of Communication Applied to Sport and Technological Innovation. As a sports journalist, he is the author of the book entitled “Sentir el tenis” (Feeling the tennis) edited by Libros.com (ISBN 978-84-17236-89-2). The book focuses on the successes of Rafael Nadal and Roger Federer in the 2017 slams. He is a correspondent and columnist for several media as Forbes Mexico, Match Tennis and Radio Marca.

Francisco Cabezuelo-Lorenzo, Complutense University of Madrid

Francisco CABEZUELO-LORENZO is a full-time lecturer and researcher at the Department of Journalism and Global Communication at Complutense University, in Madrid. He holds a PhD in Communication Studies and Degree in Journalism from Complutense. He is the author of more than 50 articles and 100 book-chapters in several languages. He was awarded with prestigious grants as Erasmus, IES-UCM, La Caixa Fondation and Caja Madrid Grant for International Studies and Research abroad. He has been recognized with two research-period by the Spanish National Agency for Research (CNEAI).

Joaquín Sotelo-González, Complutense University of Madrid

Joaquín Sotelo-González is a full-time lecturer and researcher at the Department of Journalism and New Media at Complutense University, in Madrid. He holds a PhD in Communication Studies and Degree in Journalism from Complutense. He has been recognized with two research-period by the Spanish National Agency for Research (CNEAI). He has had several grants for research and teaching in Italy, United Kingdom, Ireland and Poland.

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