The reverse path: Reduction of informative contents of Promecal in the digital newspaper to reinforce the printed one
DOI:
https://doi.org/10.3145/epi.2017.nov.18Keywords:
Digital press, Printed press, Media, Newspapers, Internet, Sales, Strategies, Reduction, Promecal, Diario de Burgos.Abstract
In 2016 the newspapers of Promecal communication group in Castilla y León and Castilla la Mancha significantly reduced content available on the internet as a strategy to strengthen print press sales. This research analyzes Promecal communication group´s newspapers according to their audience in web and print formats. Furthermore, the supply content of Diario de Burgos, which is the most important newspaper of Promecal, is studied. Also, we discuss how the strategy of reducing web content has caused a loss of users of web versions of the newspapers. Contrary to Promecal´s plans, this reduction hasn´t increased sales in printed newspapers. The final result caused an increase in other digital medias of the competition.
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