Monetization of digital newspapers: Experimentation with brand extension and buying influence

Autores/as

DOI:

https://doi.org/10.3145/epi.2023.ene.15

Palabras clave:

Digital journalism, Advertising, Brand, Brand extension, Business, Charging for content, Digital, Monetization, Online newspapers, Digital media, Cybermedia, Sources of income, Value creation, Unidad Editorial, El Mundo

Resumen

With digitization, journalistic companies tested out different ways of creating value through the capabilities that technology provides. Online newspapers applied the experience they had with their print versions to brand extensions, aiming to build revenue models that went beyond the classic models for advertising and charging for content. Their goal was to leverage brand value by expanding their name to a new product. This study focuses on Unidad Editorial, which undertook various initiatives testing the power of the digital brand elmundo.es and expanding the boundaries of the business. We use information obtained from 23 semistructured in-depth interviews with executives from the early days of their online business to the present, providing a comprehensive picture. Elmundo.es´s experimentation with brand extensions and other non-advertising revenue sources helps us understand digital media´s shift towards charging for content -which the Covid-19 pandemic provided a favorable environment for- in their search for alternatives to compensate for the decline in advertising revenue. New brand extension projects, for which brand strength and consistency with the original product are determinative, remain open. In addition, these new practices will be subject to the journalistic companies´ investment capabilities.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Aaker, David A.; Keller, Kevin-Lane (1990). "Consumer evaluations of brand extensions". Journal of marketing, v. 54, n. 1, pp. 27-42. https://doi.org/0.1177/002224299005400102

Arrese, Ángel (1998). "Marca y relaciones de autoridad en el mercado". Comunicación y sociedad, v. 11, n. 1, pp. 91-124. https://doi.org/10.15581/003.11.36423

Arrese, Ángel (2013). "El valor de la marca periodí­stica". Libro blanco de la prensa diaria. Madrid: AEDE, pp. 366-377. ISBN: 978 972 8048 14 3

Baek, Sang-Ki; Nam, Sang-Hyun; Chang, Byeng-Hee (2017). "Feedback effect of brand extension in cable networks established by parent newspaper brands: Applying expectation disconfirmation theory". Journal of media economics, v. 30, n. 4, pp. 173-190. https://doi.org/10.1080/08997764.2018.1515766

Bhat, Sobodh; Reddy, Srinivas K. (2001). "The impact of parent brand attribute associations and effect on brand extension evaluation". Journal of business research, v. 53, n. 3, pp. 111-122. https://doi.org/10.1016/S0148-2963(99)00115-0

Caspar, Mirko (2002). Cross-chanel-medienmarken: Strategische optionen, ausgestaltungsmí¶glichkeiten und nachfragerseitige bewertung. Berlin: Peter Lang International Academic Publishers. ISBN: 978 3 631 75022 3

Childs, Michelle (2017). "Brand extension feedback effects: What do we know and where should we go?". Journal of product & brand management, v. 26, n. 7, pp. 671-689. https://doi.org/10.1108/JPBM-01-2016-1087

Christodoulides, George (2009). "Branding in the post-internet era". Marketing theory, v. 9, n. 1, pp. 141-144. https://doi.org/10.1177/1470593108100071

Deng, Qian-Claire; Messinger, Paul R. (2022). "Dimensions of brand-extension fit". International journal of research in marketing, v. 39, n. 3, pp. 764-787. https://doi.org/10.1016/j.ijresmar.2021.09.013

Elliott, Richard; Wattanasuwan, Kritsadarat (1998). "Brands as symbolic resources for the construction of identity". International journal of advertising, v. 17, n. 2, pp. 131-144. https://doi.org/10.1080/02650487.1998.11104712

Elmundo.com (2021). "Nuestro último clamor por la libertad". Elmundo.com, 6 abril. https://www.elmundo.com/noticia/Nuestro-ultimo-clamor-por-la-libertad/380849

Elmundo.es (2002). "Elmundo.es, lí­der mundial del diseño periodí­stico multimedia". Elmundo.es, 12 noviembre. http://www.elmundo.es/navegante/2002/11/12/esociedad/1037117347.html

Elmundo.es (2022a). "El podcast "˜El Mundo al dí­a´ alcanza tres millones de escuchas". Elmundo.es, 27 julio. https://www.elmundo.es/television/medios/2022/07/27/62e12159fdddff3c078b45b3.html

Elmundo.es (2022b). "Joaquí­n Manso arranca El Tiempo de las Mujeres: "˜No hay nada más ilusionante que la presencia de la mujer en los liderazgos transformadores´". Elmundo.es, 18 noviembre. https://www.elmundo.es/yodona/actualidad/2022/11/17/63766d5bfc6c839f5c8b4589.html

Flores Vivar, Jesús; Aguado-Guadalupe, Guadalupe (2005). Modelos de negocio en el ciberperiodismo: Estrategias de los medios para el desarrollo de negocios en la red. Madrid: Fragua. ISBN: 978 84 70741814

Fí¶rster, Kati (2015). "An audience-centered perspective on media brands: Theoretical considerations, empirical results and "˜White Spaces´". In: Siegert, Gabriele; Fí¶rster, Kati; Chan-Olmsted, Sylvia M.; Ots, Mart (eds.). Handbook of media branding. Cham: Springer, pp. 281-293. ISBN: 978 3 319 18235 3

Ha, Louisa; Chan-Olmsted, Sylvia M. (2001). "Enhanced TV as brand extensin: TV viewers´ perceptions of enhanced TV features and TV commerce on broadcast networks´ websites". International journal on media management, v. 3, n. 4, pp. 202-212. https://doi.org/10.1080/14241270109389969

Habann, Frank; Nienstedt, Heinz-Werner; Reinelt, Julia (2008). "Success factors in brand extension in the newspaper industry: An empirical analysis". In: Ots, Mart (ed.). Media brands and branding. Jí¶nkí¶ping, Suecia: Jí¶nkí¶ping International Business School, pp. 29-51. ISBN: 91 89164 82 2

Hartmann, Maren (2009). "The changing urban landscapes of media consumption and production". European journal of communication, v. 24, n. 4, pp. 421-436. https://doi.org/10.1177/0267323109345521

Hem, Leif E.; De-Chernatony, Leslie; Iversen, Nina M. (2003). "Factors influencing successful brand extensions". Journal of marketing management, v. 19, n. 7-8, pp. 781-806. https://doi.org/10.1080/0267257X.2003.9728237

Hoeffer, Steve; Keller, Kevin-Lane (2003). "The marketing advantages of strong brands". Journal of brand management, v. 10, n. 6, pp. 421-445. https://doi.org/10.1057/palgrave.bm.2540139

Holt, Douglas B. (2002). "Why do brands cause trouble? A dialectical theory of consumer culture and branding". Journal of consumer research, v. 29, n. 1, pp. 70-90. https://doi.org/10.1086/339922

Huang, J. Sonia (2020) "Feedback effect of online brand extension: An empirical analysis of newspapers in Taiwan". Chinese journal of communication, v. 13, n. 4, pp. 389-406. https://doi.org/10.1080/17544750.2020.1752759

Idealista (2009). Globaliza.com: El Mundo compra el 22% del portal inmobiliario. Idealista.com, 26 noviembre. https://www.idealista.com/news/inmobiliario/vivienda/2009/11/26/118173-globaliza-com-el-mundo-compra-el-22-del-portal-inmobiliario

John, Deborah-Roedder; Loken, Barbara; Joiner, Christopher (1998). "The negative impact of extensions: Can flagship products be diluted?". Journal of marketing, v. 62, n. 1, pp. 19-33. https://doi.org/10.1177/002224299806200103

Johnson, Zachary S.; Mao, Huifang; Lefebvre, Sarah; Ganesh, Jaishankar (2019). "Good guys can finish first: How brand reputation affects extension evaluations". Journal of consumer psychology, v. 29, n. 4, pp. 565-583. https://doi.org/10.1002/jcpy.1109

Ke, Xiaobo; Wagner, Christian (2022). "Global pandemic compels sport to move to esports: Understanding from brand extension perspective". Managing sport and leisure, v. 27, n. 1-2, pp. 152-157. https://doi.org/10.1080/23750472.2020.1792801

Kim, Dam-Hee (2019). "Brand extension strategies in the film industry: Factors behind financial performance of adaptations and sequels". International journal on media management, v. 21, n. 3-4, pp. 161-176. https://doi.org/10.1080/14241277.2019.1692850

Krebs, Isabelle; Siegert, Gabriele (2015). "20 years of research on media brands and media branding". In: Siegert, Gabriele; Fí¶rster, Kati; Chan-Olmsted, Sylvia M.; Ots, Mart (eds.). Handbook of media branding. Cham: Springer, pp. 33-49. ISBN: 978 3 319 18235 3

Leuthesser, Lance; Kohli, Chiranjeev; Suri, Rajneesh (2003). "2+2=5? A framework for using co-branding to leverage a brand". Journal of brand management, v. 11, n. 1, pp. 35-47. https://doi.org/10.1057/palgrave.bm.2540146

Ma, Qingguo; Wang, Manlin; Da, Qian (2021). "The effects of brand familiarity and product category in brand extension: An ERP study". Neuroscience research, v. 169, pp. 48-56. https://doi.org/10.1016/j.neures.2020.06.010

Martí­nez, Eva; Pina, José M. (2003). "The negative impact of brand extensions on parent brand image". Journal of product and brand management, v. 12, n. 7, pp. 432-448. https://doi.org/10.1108/10610420310506001

McDowell, Walter S. (2006). "Issues in marketing and branding". In: Albarran, Alan B.; Chan-Olmsted, Sylvia M.; Wirth, Michael (eds.). Handbook of media management and economics. New Jersey: Lawrence Erlbaum Associates, pp. 229-250. ISBN: 1 4106 1558 8

McEnally, Martha R.; De-Chernatony, Leslie (1999). "The evolving nature of branding: Consumer and managerial considerations". Journal of consumer and marketing research, v. 3. https://cdn.ymaws.com/www.ams-web.org/resource/resmgr/original_amsr/mcenally02-1999.pdf

Mierzejewska, Bozena; Shaver, Dan (2014). "Key changes impacting media management research". International journal on media management, v. 16, n. 2, pp. 47-54. https://doi.org/10.1080/14241277.2014.954439

Mitchell, Alan (2001). Right side up: Building brands in the age of the organized consumer. London: Harper Collins Business. ISBN: 0002571528

O´Brien, Daniel; Wellbrock, Christian-Mathias; Kleer, Nicola (2020). "Content for free? Drivers of past payment, paying intent and willingness to pay for digital journalism: A systematic literature review". Digital journalism, v. 8, n. 5, pp. 643-672. https://doi.org/10.1080/21670811.2020.1770112

Ots, Mart (2008). "Media and brands: New ground to explore". In: Ots, Mart (ed.). Media brands and branding. Jí¶nkí¶ping, Suecia: Media Management and Transformation Centre, Jí¶nkí¶ping International Business School. ISBN: 91 89164 82 2

Park, C. Whan; Milberg, Sandra; Lawson, Robert (1991). "Evaluation of brand extensions: The role of product feature similarity and brand concept consistency". Journal of consumer research, v. 18, n. 2, pp. 185-193. https://doi.org/10.1086/209251

Prisa (2008). La empresa que gestiona los medios digitales del Grupo Prisa podrá adquirir el popular portal de videojuegos en las condiciones firmadas en 2002. Prisa.com, 17 julio. https://www.prisa.com/es/noticias/noticias-1/la-empresa-que-gestiona-los-medios-digitales-del-grupo-prisa-podra-adquirir-el-popular-portal-de-videojuegos-en-las-condiciones-firmadas-en-2002

Prisa (2011). Prisa adquiere Meristation. Prisa.com, 31 enero. https://www.prisa.com/es/noticias/noticias-1/prisa-adquiere-meristation

PwC (2022). Entertainment and media outlook 2022-2026. España. https://www.pwc.es/es/entretenimiento-medios/entertainment-media-outlook-espana-2022-2026.html

Reuters Institute (2020). Digital news report. https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2020-06/DNR_2020_FINAL.pdf

Reuters Institute (2022). Digital news report España. https://www.digitalnewsreport.es/2022/gran-exito-de-las-suscripciones-como-principal-modo-de-pago-por-noticias-digitales

Sangil, Luis (2020). La adaptación como modo de supervivencia en un mercado en formación: el caso de elmundo.es 1996-2020 (Tesis doctoral). Facultad de Comunicación. Universidad de Navarra.

Shokri, Mohammad; Alavi, Ali (2019). "The relationship between consumer-brand identification and brand extension". Journal of relationship marketing, v. 18, n. 2, pp. 124-145. https://doi.org/10.1080/15332667.2018.1534064

Siegert, Gabriele; Fí¶rster, Kati; Chan-Olmsted, Sylvia M.; Ots, Mart (eds.). Handbook of media branding. Cham: Springer. ISBN: 978 3 319 18235 3

Sullivan, Dan; Jiang, Yuening (2010). "Media convergence and the impact of the Internet on the M&A activity of large media companies". Journal of media business studies, v. 7, n. 4, pp. 21-40. https://doi.org/10.1080/16522354.2010.11073513

Ví¶lckner, Franziska; Sattler, Henrik (2006). "Drivers of brand extension success". Journal of marketing, v. 70, n. 2, pp. 18-34. https://doi.org/10.1509/jmkg.70.2.018

World Association of Newspapers (2019). World Press Trends 2019.

Zimmer, Mary R.; Bhat, Subodh (2004). "The reciprocal effects of extension quality and fit on parent brand attitude". Journal of product and brand management, v. 13, n. 1, pp. 37-46. https://doi.org/10.1108/10610420410523830

Publicado

2023-01-19

Cómo citar

Sangil, L., Campos-Freire, F. ., & Pérez-Latre , F. J. . (2023). Monetization of digital newspapers: Experimentation with brand extension and buying influence. Profesional De La información, 32(1). https://doi.org/10.3145/epi.2023.ene.15

Número

Sección

Artí­culos de investigación / Research articles