Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Thursday, May 5 • 11:15am - 11:35am
Similarities and differences between legacy media and digital native brands from an audience’s perspective

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The current media market competitive environment focuses on a core struggle between journalistic brands that have external references more or less successful or even legendary –print newspapers-, and others that do not. The first group, the so-called “legacy” brands needs to integrate traditional and online readers creating unique value. The second type of brands, “digital natives”, build their own audience, with a free, advertising-based business model.It would seem realistic to expect that these two audience types would be significantly different in their socio-demographic and news consumption profiles. Our research studies the similarities and differences between the main Spanish legacy newspapers’ audiences (El País, El Mundo and ABC) and the two more successful and profitable “native players” (El Confidencial and eldiario.es). It is based on data corresponding to Spain from the Digital News Report 2015 research project.Our research did not find a significant degree of differentiation between the two groups: socio-demographic variables, frequency of access, motivations to be informed, perceived gratifications, payment or willingness to pay where all remarkably similar. The factor that explain the differences between legacy brands and native players seems related to trust in media: native brands’ audiences seem skeptical about news media in general (especially with traditional media) and see native brands as more trustworthy. Legacy media brands’ audiences keep a more conservative reading ad trust profile, and rely more on traditional brands than in the new media market players. Along those lines, we underline some issues that could merit further research and have industry implications.

avatar for Francisco Perez-Latre

Francisco Perez-Latre

University of Navarra
avatar for Alfonso Vara-Miguel

Alfonso Vara-Miguel

University of Navarra

avatar for Amy Jo Coffey

Amy Jo Coffey

Associate Professor, University of Florida
Dr. Amy Jo Coffey is an associate professor in telecommunication management and director of the new online master's program in Audience Analytics at the University of Florida. She teaches courses in audience analysis, innovation and entrepreneurship, telecommunication programming... Read More →

Thursday May 5, 2016 11:15am - 11:35am EDT
Room South Lounge Law School
  Media Brands & Branded Media
  • Manuscript # 1057
  • Session # C32