Autore
Uhac, Sara

Titolo
Newspaper industry in Usa: in what way networks change the market
Periodico
Economia della cultura
Anno: 2010 - Volume: 20 - Fascicolo: 3 - Pagina iniziale: 335 - Pagina finale: 349

This article highlights how the main areas of the newspapers' publishing process are being affected by the new technologies, and how, in an attempt to respond to a significant economic crisis caused by the recession, publishers are introducing new methods to overcome it. The article underlines how substantially the newspaper publishing process is changing. New trends are arising and bringing along new variables that need to be considered when defining a newspaper publishing strategy. The changes that are currently happening are not just temporary changes. They are a shift in the way publishers and advertisers do business driven by technology, and a shift in the way readers are consuming news. From an economic point of view, new opportunities arise, but for some of them it is still not clear which monetization model to use. From a strategic point of view, managers are challenged to clearly define distinctive editorial concepts online and offline, define which content to charge (how and how much) and which content to leave free, which methods to use to generate traffic and which to generate revenue. New formats, new audiences, new metrics are still not a replacement, but a widening of the media marketplace that require to be understood in order to be monetized properly.



SICI: 1122-7885(2010)20:3<335:NIIUIW>2.0.ZU;2-
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1446/33737
Testo completo alternativo: http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=33737

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