Technological and social innovation in digital media: Quartz news case-study

Abstract

Introduction and context. Technological changes and new business models are generating new formats and media and all around the world. Methodology. The in-depth case-study method is applied to the North American digital media Quartz News, which becomes the object of study. The research focuses on the analysis of four main variables: the web design, the use of the mobile application, the newsletters, the sponsored content and the analogical promotion strategy, complementary to the digital one. Analysis and results. The Quartz News website becomes a paradigmatic case of breakthrough design worldwide. Both, the app, which is committed to personalized conversational journalism, and subscription newsletters, are confirmed as an excellent tool for user-loyalty and a guaranteed traffic for more visits. The branded content becomes the star of its digital advertising strategy. They all are the pillars of the new business model. The offline strategy surrounding digital communication reinforces the identity of the medium. Conclusions. Quartz is one of the most successful digital media, despite its creation in the middle of the economic crisis. It is an example of good digital praxis in a context of unstoppable disruptive transformation.