The challenges of new forms of advertising exploitation in digital press funding

Abstract

Funding for the press, affected by the free digital distribution and reductions in selling hard copies, is modifying forms of exploitation of advertising resources. The changes introduced in the behaviors of Internet audience and finding a profitable business model also involve a radical change in the process of marketing and advertising management optimization, while technological applications allow significant improvements in audience segmentation.

The survival of the online editions of the daily reference necessarily pivots on a revenue model from advertising, thus reproducing the same conditions that on media preagenda have their print editions. Moreover, many of the Pure Spanish player, but already working with a few years or are newly breaking into this market all their expectations based billing in online advertising and in some specific cases , in a mixed model that combines advertising subscriptions .
The central hypothesis of the research is that the viability of revenue models from the press depend on improved advertising management systems, carried out by the agencies and the media.