Abstract

ROJAS TORRIJOS, José Luis. The digital strategy of internationalisation of Marca in Latin America: Study case of MARCA Claro in Mexico. Revista de Comunicación [online]. 2018, vol.17, n.1, pp.133-154. ISSN 1684-0933.

This article is a thorough analysis of the content plan and digital strategy developed on the web, mobile app and social media for the launching in Mexico in 2017 of MarcaClaro.com, a new multimedia platforrn created by the sports daily newspaper Marca in order to internationalise and consolidate as a leading sports outlet in Latin America. For that purpose, first there ís a content analysis of pieces of information (priorisation of topics and events, new formats and storytelling) published on the web during its first five months of life and selected through a random simple and, secondly, there are in-depth interviews to MARCA Claro chief editors both in Spain and in Mexico so as to know editorial keys of this transnational media partnership.

Keywords : sports journalism; digital journalism; innovation; internationalization; MARCA Claro; digital strategy.

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