Subscribers´ clubs: A new funding model for the Spanish press
DOI:
https://doi.org/10.3145/epi.2016.may.09Keywords:
Media business models, Press, Newspapers, Financing social media, Affinity clubs, Paid content, Journalism online, Communication groups, E-commerceAbstract
Until 2014, and setting aside some unsuccessful experiences, there had not been a successful implementation of a pay wall in a major Spanish newspaper, but beginning in 2014 newspaper executives opted to create affinity clubs following strategies that had already been implemented in similar Latin American newspapers like La nación of Buenos Aires and El mercurio of Santiago de Chile. As in most countries where this strategy has been successful, it addresses the loyalty of its print and digital consumers by organizing clubs and offering exclusive benefits on a wide array of products for a monthly fee.
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