Paid Content Strategies of Online Journalism: a Theoretical Approach
Keywords:
estrategia, modelo de negocio, cibermedios, terminología, gestión mediática.Abstract
Most free digital media haven’t been able to make a profit. That situation has forced them to pursue new business models in search of paying readers mostly through trial-and-error tactics. When confronting the academic investigation of this new challenge faced by media managers, one major problem arises: the theoretical confusion between the terms “business model” and “corporate strategy”. Both are often used in an interchangeable fashion and that has resulted in the widespread acceptance among scholars of plain wrong assumptions avoided by traditional management and economic studies. This paper reflects on the need to clarify the basic terms used in the media management environment and proposes an unambiguous nomenclature intended to better serve researchers interested in the field of corporate strategy and business models of the current digital media.Metrics
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