Los condicionantes del sector publicitario en los nuevos modelos de negocio de la prensa

Abstract

The advertising environment is facing decisive challenges affecting media business models. The press is particularly vulnerable to these changes, its funding is directly affected by free digital distribution and reduced investment in digital media. New platforms, audience behaviour and advertisers' needs imply a change in the press as an advertising medium. Optimising advertising management, improving marketing processes and the possibility offered by technology to segment audiences are some of the challenges and opportunities for the press sector.