The Advertising Planning of the Online Press: Digital Natives vs. Traditional

Abstract

The digital press is one of the online media that has experienced the greatest growth in its readership in recent years. Despite this, its survival continues to be conditioned by advertisers since advertising is, today, its main source of financing. The objective of this study is to identify the characteristics of the online press as an advertising support and to analyze the commercial differences in the use of native and traditional newspapers with a digital version as advertising placements. For this, a mixed quantitative and qualitative methodology will be developed. The results highlight an unrealistic quantification of advertising rates together with profitability, credibility, seriousness of the medium and affinity with the young public as the main advantages of the online press. The synergies between traditional media and its printed version that facilitate a greater reach of the advertising campaign is the only difference that these headers have compared to the native ones.