Resumo

ORTEGA FERNANDEZ, Eglée; MARTIN GARCIA, Noemí  e  ARRANZ RODRIGUEZ, Inés. Advertising in the financing of print newspapers: costs and business scenarios. Revista de Comunicación [online]. 2023, vol.22, n.2, pp.417-434.  Epub 18-Out-2023. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc22.2-2023-3216.

The print press has been affected by the emergence of digital media due to the decline in readership, copy sales and advertising revenues. These changes have had an impact on its business model and prospects, giving even greater power to revenues from the sale of advertising space. The main objective of this research is to delve into the changes that have occurred in the prices of advertising in the printed press in the last decade (2013-2022) and to analyze the future commercial scenarios that the medium faces in the coming years. To this end, a mixed methodology has been employed. The quantitative part focuses on the analysis of ad buying prices while the qualitative part focuses on the opinions of industry professionals who work daily in the selection of advertising locations for brands. The results show an increasingly lower price for advertising space in the printed press, especially in national newspapers, despite an increase in the official rates of the publishers. They also show a commercial scenario focused on specialization and the credibility and seriousness of the medium as opposed to the mass sale of advertising. The conclusions highlight the difficulties for the survival of the print media under the current financing system but open a way for them to carry out.

Palavras-chave : printed press; media; advertising; financing; price; advertising rates; newspapers.

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