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E-Commerce as a Source of Revenue in Spanish Digital News Media
[journal article]
Abstract This study analyzes e-commerce strategies in Spanish active digital news outlets comprehensively based on a 2021 census. Out of the 2,862 outlets, 11.8% (or 337) incorporated some form of e-commerce, with a higher prevalence observed among legacy media than among digital-native outlets. The study al... view more
This study analyzes e-commerce strategies in Spanish active digital news outlets comprehensively based on a 2021 census. Out of the 2,862 outlets, 11.8% (or 337) incorporated some form of e-commerce, with a higher prevalence observed among legacy media than among digital-native outlets. The study also revealed that e-commerce was more prevalent among outlets with national coverage and specialized subject matters. A detailed examination of 34 high-reach outlets, including 25 legacy and nine digital-native news outlets, found that both types employed on-site sales and affiliate marketing. However, legacy media exclusively engaged in promotional editorial collections, merchandise, tickets, and travel sales. The study highlights that while some outlets are diversifying revenue streams, most still rely primarily on traditional income sources such as advertising and subscriptions. This reliance poses a risk as these conventional streams are becoming less dependable. Furthermore, the increasing move towards market-oriented journalism raises concerns about a shift from the democratic role of news media to a more consumerist model.... view less
Keywords
digital media; journalism; electronic business; marketing; Spain; funding; advertising medium; advertising; news
Classification
Communicator Research, Journalism
Free Keywords
affiliate marketing; digital journalism; e-commerce; financial sustainability; news media
Document language
English
Publication Year
2024
Journal
Media and Communication, 12 (2024)
Issue topic
Examining New Models in Journalism Funding
ISSN
2183-2439
Status
Published Version; peer reviewed