The advertising model of newspapers online
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Abstract
This article provides a description of the advertising model of newspapers online, from the analysis of three key aspects is proposed: the level of advertising presence, types of formats and the use of multimedia in ads. To carry out this study 50 websites were selected, which were grouped according to formal characteristics and content. The six categories established were: newspaper, magazine, broadcaster, agency, aggregator and native. Applying a record of analysis sample units allowed gathering data on the presence and characteristics of the ads in each of the analyzed websites. After tabulating and grouping data into categories, found that online newspapers have a homogeneous and differential behavior with respect to other advertising media analyzed. This advertising model is characterized by the following aspects: First, online newspapers are among the most watched advertising media. In addition, online newspapers, which refer to other advertising media, a higher than average advertising presence, a greater diversity of ad formats and better use of interactivity in their advertising materials.
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