A taxonomy of newspapers based on multi-platform and paid content strategies: evidences from Spain Articles uri icon

publication date

  • February 2014

start page

  • 27

end page

  • 45

issue

  • 1

volume

  • 16

international standard serial number (ISSN)

  • 1424-1277

abstract

  • This article examines Spanish newspapers' means of digital distri-bution and their adoption of paid content strategies. To that end,the article employs a quantitative, explorative approach with data collected from 88 Spanish newspapers in November 2012. Using ahierarchical cluster analysis four types of newspapers can be differentiated by their utilization of specific means of digital distributionof content. The four distinct clusters differ in their organizational background and their average net circulation. The results of the article highlight the increasing role of digital kiosks for digital dis-tribution in Spain and indicate a high influence of publishing groups on paid content strategies.