This document summarizes Clarissa Marzán's research project on the Ibero-American newspaper market and innovative marketing strategies used by Ibero-American newspapers. The project involved researching newspapers in Latin America, Spain, and France to provide an overview of print and online media landscapes and identify creative strategies for engaging younger audiences. Marzán conducted background research on various newspaper markets and companies in the region and analyzed their approaches to social media, paid content, mobile usage, and cultivating relationships with readers and journalists.

1. Clarissa Marzán
Summer 2013
Principal Supervisor: Rebecca Vang
Politiken: Looking Out and Ahead
Research Process
My project involved two principal objectives: 1) To research the Ibero-American newspaper
market to provide an overview of the current and future media landscape, both in print and online
2) To expose to Politiken innovative and creative marketing strategies used by the Ibero-American
newspapers to engage younger audiences. I started by researching the Latin American, Spanish,
and Francophone newspapers (the latter of which only to a limited extent) that would be
appropriate analogues to Politiken, in terms of high-selling rate or historical significance. My final
sample set of newspapers includes newspapers from Latin America, Spain, France, and French
Africa although a lot of my research ideas also stemmed from newspapers from the U.K. and the
U.S., such as The Guardian and The New York Times.
Introduction to Latin American Newspaper Markets
General Overview
The oldest surviving newspapers date back to the 19th century, around the time that many Latin
American countries were declaring independence from Spain. The oldest circulating newspaper in
Latin America is El Peruano, founded in 1825 by Venezuelan revolutionary Simón Bolivar,
although their company name has changed several times. El Mercurio de Valparaíso from 1827
thus claims to be the oldest circulating newspaper in Latin America under the same original name.
El Comercio, another Peruvian newspaper that was founded in 1837, is also notable for being one
of the oldest and most respected newspapers in Latin America.
There are several media conglomerates that own a wide range of national, regional, and local
newspapers as well as radio and television channels. The largest mass media group in Latin
America is Organizações Globo based in Brazil, but the largest mass media group in the Spanish-
speaking world is Grupo Televisa, S.A.B., a Mexican company. The largest printed media company
is also based in Mexico, Grupo Reforma. Two other noteworthy companies are Argentinean media

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company Grupo Clarín—which has made headlines for its public clashes with the Argentinean
government headed by Cristina Fernández de Kirchner—and Gurpo PRISA, a media group based
in Spain with ownership of several Latin American media outlets.
The Current State and Outlook of the Latin American Newspaper Market
Latin America is enjoying a media boom, with newspaper circulation having gone up 5% from
2006-2011 and overall revenues increasing by an astounding 65% during that same period. Chile
shows the largest growth in newspaper circulation in all of the OECD countries in 2011, but Peru
is enjoying an explosion in newspaper circulation and subscriptions as well.
The projected yearly growth for newspapers through 2016 is estimated at 5,5% and the projected
revenue from advertisements is estimated at 10%, nearly twice the estimate for North America
and three times that of Western Europe. Consequently, many newspapers in Latin America are not
facing the struggles that are affecting Western newspapers in terms of declining circulation and ad
revenue.
Contextualizing the Latin American Online and Newspaper Boom
Latin America has been largely spared of the global economic crisis that has plagued the United
States and Europe, in part because of national investment in robust industries, such as oil, but also
with foreign investment in the region, such as the U.S., Europe, and, recently, China. In fact, foreign
investment in Latin America reached record-high levels in 2012. Accompanying positive economic
health status is the explosion of the Latin American middle class after decades of extreme
socioeconomic inequality. An estimated seventy million Latin Americans have left poverty in the
last decade, about a 50% growth in the middle class.
Despite the vast amounts of growth in Latin America, the rate of rising internet penetration levels
is lagging in comparison. Because the internet—especially broadband internet—is not ubiquitous,
TV and Radio are still the more dominant media outlets. That said, internet penetration is growing
and is expected to reach 60% by 2015, in large parts thanks to particularly high levels of growth
in Brazil, Chile, and Ecuador. Further, Brazil and other national governments are making it a
governmental priority to the increase of internet access in more remote or impoverished regions.
As a result, the increase in digital literacy and internet advertising behavior allows online markets
to be optimistic about further growth in the near future.
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Mobile and Tablet Usage
Latin America is a global leader in mobile phone growth with about 98% of the population having
access to a mobile phone signal. The region’s penetration level is currently at 105% and is
expected to rise to 130% by 2015. This year alone, the mobile market is expected to grow by 7%
to reach a total of 742 million subscriptions. Needless to say, smartphones are leading mobile
phone sales and will account for 46% of mobile phone sales this year. More Latin American
countries having higher numbers of mobile phone subscriptions than they have overall national
populations. With increased mobile phone access, the mobile commerce (m-commerce) is
consequently thriving and expected to grow by 35% in Latin America through 2015.
Tablet usage is not as pervasive as in Western Europe and the United States, but the market still
grew by 154% in 2012 is gaining ground in Brazil and Chile as well as Argentina, Mexico, and
Peru. These four Latin American countries are among the fastest-growing Android and iOS
markets. With more low-cost tablet options becoming increasingly available, especially through
Chinese manufacturers, tablet sales are expected to rise as well.
Internet and Social Media Behavior
Latin Americans are known for their very social nature in real life and this behavior appears to be
similar in the digital world. Latin Americans spend 25% of their time on Facebook when using the
internet. Argentina led all countries with an average of 9.8 hours on social networking sites in a
2012 survey and Brazil, Peru, Chile, and Mexico were other notable national users.
Four of the top ten countries with the most Twitter users speak Spanish or Portuguese and is most
popular in Argentina although Mexico, Spain, and Brazil use Twitter a lot as well. But Latin
America shows a diverse usage of social media in addition to Facebook and Twitter. LinkedIn,
Ask.fm, Tumblr, Pinterest and WeHeartIt are rapidly emerging forces in the social media
landscape.
Businesses and organizations can take advantage of this heavy social media involvement to
engage the everyday consumer. In a recent study of Latin American consumer behavior, 58,9% of
respondents reported going on social media outlets to find out product information and 73%
regularly read comments about brands on social media. This behavior is more than just mere
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curiosity about brands and business; in fact, 62% say that these comments actually influence their
purchase decisions.
The overall takeaway from this behavior is that the Latin American market is very open to
exploring new apps and social media outlets without compromising their previous relationships
to other social media handles. Further, the Latin American consumer market looks to social media
not simply to connect with individuals, but also connect with businesses and create relationships
with brands that are well-represented online. But despite the high levels of social media usage,
newspaper companies remain relevant to Latin American readers—a notable difference in
relation to U.S. social media-heavy audiences—not only because of their social media presence,
but because it is widely valued to be news-savvy. Close to 83% of Latin American internet users
believe it is important to be well-informed.
User-Generated Content and Citizen Journalism
Internet users in Latin America are global leads in creating user-generated content (UGC),
submitting and reading comments and user-generated articles to news sites at a higher rate than
anywhere else. This may stem from the fact that there is a widespread prioritization of being well
informed (a study showed that close to 83 percent of Latin American internet users believe it is
important to be well-informed). A notable UGC website that has emerged is Gua 3.0, based in Peru,
which emerged in 2007 as one of the earliest initiatives promoting citizen journalism.
Newspaper Paid Content Strategies
The closest analogue to Politiken in terms of paid content strategy is Folha, which has a metered
paywall, where online readers have access to up to 20 articles a month, but they must register
after the 10th article. The Brazilian newspaper increased the content on its webpage, accordingly,
by uploading content that was available only in print, which helped increase online readership.
This paywall also applied to articles read on mobile phones or tablets, as Folha has an HTML5 app
After a year of starting this paywall system, the number of visitors to the site increased by 4%, the
number of pages visited grew by 15%, and the number of full digital subscriptions rose 189%.
The Outlook
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As the internet becomes more and more available, users will become more sensitive to the quality
and cost-benefit relationship of online offerings, particularly those that have a paid component.
The principal characteristics of the Latin American consumer of 2020 are the following:
• More discerning and demanding
• More likely to make emotional based decisions
• More focused on value, convenience, and time saving/efficiency (not just cost)
• Increased focus on healthier living and sustainability
• Increased reliance on social media and social networks
Social Media
Redefining Relationships: Company to Reader
In recent years, it has become more evident that social media’s value is transcending that of
connecting with individuals but is a valuable avenue for businesses to conduct target marketing in
an inviting manner. That said, we must cater to the fact that consumers want to engage with
business and use social media as a way to be heard and as a way to be supported. It is argued that
the internet has cheapened the value of human interaction, but at the same time users seek out
connections through the internet and communicating with businesses through social media
allows the consumer to realize that businesses at their core are simply comprised of people. That’s
why social media has been a great boon for customer service representation and support for
businesses from asking questions on Twitter to writing great reviews on Facebook. For this
reason, I think the chief strategy that Politiken could focus on is to humanize its image. As the
leading newspaper in Denmark, everyone knows that Politiken provides high quality reporting
and deep, insightful analysis. It is by now a given. With this confidence boost, the company can
reach out to Danish users as a way to show that it wants to connect with its audience, not simply
boost their subscription sales.
Social media is a great way to humanize the brand, but it takes more effort than just setting up
social media profiles to obtain the desired response. One can think of social media as a toolbox to
build a community center. Despite being fully prepared for this construction project, this center
cannot house a community and be built on its own. It involves diligent efforts that may seem
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superfluous at first, but once the presence is established and the invitation extended to the
audience, the community will follow, as well as the paid loyalty.
Newspapers and Social Media : Two Case Studies
It is worth prefacing this section with a disclaimer that the strategies both newspapers used are
not proven to directly affect the massive following; Latin America and Spain are heavily invested
in both Facebook and Twitter for reasons outlined in the previous section. That said, their
strategies at catering to and retaining this large audience while also maintaining a professional,
dedicated online image (such as visually compelling backgrounds and descriptive but inviting
taglines) is what may be of interest to Politiken.
Diario Clarín and El País are two particularly noteworthy case studies of how newspapers try to go
beyond the basics of social media and use it to start conversations. The former, an Argentinean
newspaper wither over 2.8 million likes and 180,000+ users talking about it, emphasizes
multimedia to a greater extent. Instead of simply posting articles links, Clarín posts large, eye-
grabbing images with the article nutgraf and link in the caption area, thus securing greater
visibility. Among the large image posts are the front page of the print edition—a good reminder
that the print version is still alive and well—and the national weather report, which serves as a
useful lifestyle tool for Clarín readers. Another lifestyle strategy the company implements is the
#Noctambulos project, where the paper posts a noteworthy song or music video for those awake
late at night to enjoy. This is not really a way to drive revenue, but it allows the reader to feel as if
this newspaper giant is attune to readers’ potential interests or needs, that Clarín is not just for
news but for life. Their Facebook handle also invites audience opinion more actively by setting up
polls from time to time that users can submit their answers to. Additionally, the newspaper makes
use of strengthening their digital footprint with cross-platform marketing tactics, such as
publicizing a photo on their Facebook page that originally appears on their Tumblr site.
El País is one of the most popular Spanish-language news Twitter handles with over 2.8 million
followers. This Twitter handle is a visibly verified account, which directs audiences away from
potentially unverified or incorrect Twitter profiles. The content the newspaper publishes on
Twitter also suggests that the information is customized for the Twitter audience. They do not use
an automated delivery service like www.dlvr.it, which is what Politiken uses. El País conveys a
conviction to attract its Twitter audience with tweets that are not just headlines, but also key
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quotes or general quick summaries of the articles, with active hashtag usage. Additionally, the
Twitter handle makes sure to link different audiences by frequently retweeting individual
journalists (who—it should be noted—explicitly state their affiliation with El País, although
tagging @elpais would be even more ideal), including the Editor-in-Chief who appears to be an
approachable figure who also replies to direct tweets from the public. El País also has a publicly
available directory of the individual journalists who are involved with the newspaper on Twitter.
Additionally, they make sure to sprinkle the news article links with photos of the front page as
well as cartoons.
In terms of social media, Politiken did a great job of crowdsourcing information and retweeting
other journalists during big events like Roskilde. It would be good to continue down that road and
integrate a more social component, given that Twitter is where the conversation can continue in a
less official capacity. The fact that Politiken’s Editor-in-Chief is a widely popular public figure
himself would be a great way to kickstart a more social component to Politiken’s image on social
media.
On a more aesthetic note, Politiken would benefit from a more polished image on Twitter and
Facebook to convey to users that the paper does care about its online audience as much as the
print subscription audience. For this reason, a well-designed Twitter background—which perhaps
links or shows the company’s other social media handles—and a descriptive tagline for the
Facebook page would be ideal in presenting this new prioritization.
Noteworthy Social Media Strategies from the Publishing Industry
Publishing houses have used social media to create a sort of community that can transcend age
groups and language barriers with gifs, images, videos, and text. This historically stale, stuffy,
overly-intellectual industry has had a chance to update its image and show that it can be
responsive to audience interests and engage with their audiences without compromising their
high-caliber brand image. Both large and small publishing houses are active users of Tumblr,
where they can publicize their own content but also connect with a demographic that is younger
and more artistically inclined than traditional social media outlets.
But with the more established social media outlets we see powerhouse companies such as
Penguin Books who now host Twitter Book Clubs or interviews with writers; Scholastic—which
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uploads content multiple times a day from a wide range of sources—boasts a following over
184.000 Facebook users; and Random House has an astonishingly high number of Pinterest
followers for content that ranges from official content to purely literary entertainment posts. The
reason they have been able to diversify their image is because they are capitalizing on culture,
which is essentially what the publishing industry contributes to the social landscape. Because of
Politiken’s celebrated editorial, cultural, and design components of its paper, as well as owning a
publishing house of its own, the company could capitalize on culture to promote themselves as
well.
Cultivating Relationships: Journalist to Reader
In the Information Age, internet users can read about current events on news sites, blogs, or social
media. But far from being the end of journalism, the pervasiveness of information invites niche
journalism to be a primary selling point for news organizations. The editorial strength and depth
is what makes Politiken so well-respected it can be a source for increased audience engagement.
Journalists are more than individual reporters but also representatives of the company at large.
Similar to how a publishing house can boast a stellar list of authors under their auspices, a
newspaper can sell the fact that they publish the unique and valuable opinions of individual
writers.
Right now we see that the Dutch newspaper De Nieuwe Pers has recently launched an author-
specific paywall for readers to subscribe to the articles of individual writers. This may be a radical
decision, but the takeaway message is clear: readers crave the high quality work of individual
thinkers, which is why papers such as El País, The Guardian and The New York Times among others
now have Twitter directories available and why papers such as Le Monde now have journalists
hosting their own live chats. This requires increased efforts by the journalists to show their public
affiliation and involvement with Politiken on all social media but it also requiring promoting their
own writing as a brand in itself. Readers will want to pay for a particular thinker whose advice
they seek and the paper that prints it. As such, the success of an individual journalist’s brand is
critical to the newspaper’s success. Even for the Danish Twitter market, which has its ups and
downs, it would always be beneficial to grab the attention of those who start using Twitter during
the various waves of popularity.
Beyond Facebook and Twitter
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This section is a little superfluous in Politiken’s particular situation because the Danish social
media landscape is very homogenous and heavily in favor of Facebook over any other outlet. That
said, below are useful models in case the company looked to expand its social media presence to
other platforms:
• Tumblr
o Clarín.com HD
o Clarin.com Tus Fotos – crowdsourcing photographs
• Pinterest
o El País – daily and historical covers
o El Comercio – diverse usage
• Google +
o ELMUNDO.es – usage similar to Pinterest
• YouTube
o El Universal TV – video journalism platform
Multimedia Journalism
Video Journalism
This is the trending strategy in the publishing and newspaper industries, particularly with the
latter. The advertising revenue from video advertisements is at the moment quite profitable and
the videos themselves drive traffic to the site. Additionally, in the U.S. a growing number of mobile
audiences are watching videos on their devices, about 35% and 48% of households with children
are more likely to watch videos on news sites. Further, young users (18-44 years) are three times
more likely to watch video on their mobile devices. The growing trend appears to be related to the
increased public hunger for “raw” footage that is less tainted by a newspaper partiality.
The New York Times has launched a redesigned video player and gave it a high-ranking placement
on its sight on the top header. The Wall Street Journal recently launched WorldStream, where
individual journalists from Dow Jones and Wall Street Journal capture live footage on their
smartphones and upload it to wsj.com. This has been useful in situations such as protests,
elections, or even the Royal Baby watch because it’s cheap to produce and easy for journalists to
create at a moment’s notice. The Huffington Post has also launched a video program, HuffPost Live,
in which trending stories are jumping off points for roundtable discussions with a host and virtual
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guests via Google Hangouts. The takeaway from this growing trend is that video is accessible on-
the-go and makes it easier to delve deeper into topics that originate from a printed article.
Additionally, more and more papers are placing links to their video site or video widgets in more
prominent areas of their front page site. Le Figaro and El País both have video site buttons placed
on the top right of their page, granting easy access, whereas El Comercio (Peru) and Le Monde
contain large video widgets to attract more viewers. Meanwhile, El Universal (Mexico) has a
regularly updated YouTube channel with thousands of subscribers. It may be in Politiken’s
interest to give more attention to Politiken TV both in terms of placing it higher on the web page
or in investing more time to their YouTube channel for readers to turn to more frequently.
Photo Journalism
Photographs are universal and Politiken’s award-winning photos could be disseminated outside of
Denmark as well as within the country. With high-quality smartphones and tablets, users can
access these images regardless of time and language barrier. And photographs, unlike text, can
easily transfer itself from a hard news context to a social media context.
Various newspapers are taking advantage of the viral nature of photographs and adding a visual
media component to their online strategies. Diario Clarín and Le Figaro make use of the simple,
streamlined, but nevertheless visually-compelling social media platform Tumblr to publish
astonishingly high-resolution photographs that are easily reblogged by Tumblr users who are
younger and use the site for more creative purposes than mere socializing. The photos both paper
publish are from news outlets such as Associated Press or Agence France-Presse. However, The
Guardian and The New York Times’ magazine, T Magazine, upload photographs from its own
journalists, a model that Politiken could potentially emulate.
Recycled Content
Ebooks
Newspapers are finding an additional source of revenue in increasing their offerings to eBooks. In
most of these cases, the eBooks’ content is primarily archived newspaper articles centred on a
topic that have been repackaged into an extended long form journalistic publications that can be
read in one sitting or in multiple sittings on various platforms such as the laptop at work and the
mobile phone on the way home. Notable examples include the eBooks sold by The New York Times
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and The Boston Globe as well as The Guardian and the American public media station, PBS, but this
example is being copied in much more local newspaper in the U.S. as well as abroad.
The benefits of eBooks are numerous as they are cheap to produce and easy bonus gifts for
subscribers or for non-subscribers alike. They can be text-based eBooks or embrace multimedia
components such as photos or video. Additionally, it allows the company to capitalize on time-
sensitive topics, such as the death of famous public figure who received substantial editorial
coverage. But it is also a great way to capitalize on retrospective projects, such as examining the
editorial coverage of Denmark’s involvement in military campaigns or famous trials that were
widely publicized. And the eBooks can apply to all interests, from history to politics to political
cartoons to cooking recipes. For a paper like Politiken that is renowned for their in-depth
journalistic excellence, investing in eBooks may help engage a wider audience.
Visual Enhancement and Information Architecture
Why prioritize this?
With the digital subscription now firmly in place, a metered paywall-newspaper must justify the
investment by making sure that the newspaper has a site that is appealing, easily navigable, and
content-loaded, not to mention a site that does not have an ad-heavy tabloid appearance. Right
now award-winning websites, such as El País, La Nación, G1 Globo, and SB Nation are lauded for a
visually compelling appearance that is clean, minimalist, and allows photography to take center
stage. There is also a need to show that a newspaper has one, high-quality, consistent identity;
otherwise readers fear that the online version is the lower quality version instead of the better
accessible version. There is a need to present the reader with the amount of information that the
paper can gather, but it is even more important that the paper present that information in a clean
manner. The big question to ask is: “Would I allow that in print?”
Convenience: A Surprising Draw
Convenience is a big factor in creating the clean image that attracts readers. Online users are
increasingly impatient at the idea of searching for what they need on a site, even if the searching
takes less than a minute because in that same minute they can switch to a site that has what they
need on the top third of a page. That’s why buttons such as social media, weather, market watch,
and subscription buttons benefit from appearing on the top header, where they are 17 times more
likely to be seen (though the footer of websites are also attention-grabbing as well). If it’s easy to
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find that information at a glance, then the chance of turning the news site into a browser home
page is higher, retaining the reader’s attention long term.
Whitespace and Advertising
Whitespace and minimum ads are two signs of a site that is better respected. Le Monde, in its
recent website redesign, features more visual content and a sleeker design to attract younger
readers. Web users tend to ignore banners and the click through rates of ads are too low to be
profitable, under 1% of users click on such ads. Additionally, the popularly of Adblocker has made
it more complicated for newspapers to profit from advertisers as well. In fact, a joint campaign
several German newspapers (Spiegel Online, Sueddeutsche.de, Faz.net, Zeit, Golem.de and RP
Online) launched a joint campaign asking users to abandon the tool, or at the very least setup an
exception rule for their particular site. In the comments section of the article that reported this
information, users commented on how Adblocker is almost standard procedure when installing
browsers and that flash ads are the primary nuisance for their online experiences.
For ad revenue that is so small, it may benefit Politiken to secure more ad space for native ads,
specifically subscription ads. On other sites, such as Le Figaro and El País, en entire vertical
column contains anchored native advertising. Additionally, papers such as Le Monde and El
Comercio use advertising space to dock a large, permanent image of the printed front page and a
link to the subscription options for readers to be attracted to.
Conclusions
Journalism is not dying; with smartphones, tablets, and laptops, more people are reading the news
than ever more, but newspapers and journalist need to engage more with audiences and
participate in collaborative with the marketing department to maximize its reach and potential
revenue. The role of the journalist is evolving to encompass more elements from online marketing
and it should be embraced as part of a journalist’s holistic duties, not just extra work. Online-
based journalism should also be perceived as a force that can eventually match the quality of print
journalism as well as embrace the benefits of multimedia technology and the former will without
a doubt attract a wide audience in years to come.
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Newspapers Researched
United States and Europe
The New York Times
The Boston Globe
Politiken
The Guardian
El País (Spain)
El Mundo (Spain)
ABC Madrid (Spain)
Le Monde (France)
Le Figaro (France)
Latin America
Diario Clarín (Argentina)
La Nación (Argentina)
El Universal (Mexico)
Reforma/El Norte (Mexico)
El Comercio (Peru)
El País Uruguay
El Mercurio (Chile)
French Africa
Liberté (Algeria)
La Presse (Tunisia)
Le Matin (Morocco)
Latin American Market
1. http://www.worldbank.org/en/news/feature/2012/11/13/crecimiento-clase-media-
america-latina
2. http://online.wsj.com/article/BT-CO-20130514-710750.html
3. http://www.weforum.org/news/sustaining-latin-americas-middle-class-requires-strong-
economic-growth
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4. http://latinlink.usmediaconsulting.com/2012/11/latin-americas-media-landscape-2015-
2017/
5. http://latinlink.usmediaconsulting.com/2012/09/5-top-trends-in-latin-americas-mobile-
market/
6. http://www.bnamericas.com/news/technology/tablets-see-exponential-latam-growth-to-sell-
8mn-in-2012
7. https://freedom-to-tinker.com/blog/rlemos/the-state-of-connectivity-in-latin-america-from-
mobile-phones-to-tablets/
8. http://www.newmediatrendwatch.com/regional-overview/104-latin-america
9. http://latinlink.usmediaconsulting.com/2013/06/the-latest-on-latam%E2%80%99s-
emerging-internet-markets/
10. http://www.slideshare.net/USMediaConsulting/latin-americas-media-market
11. http://www.kbridge.org/interactivity-and-citizen-media-surges-in-latin-america/
12. http://www.kbridge.org/latin-americans-spend-25-percent-of-time-online-on-facebook/
13. http://www.nasdaq.com/article/twitter-is-most-popular-in-argentina-and-more-social-
media-use-patterns-that-will-surprise-you-cm234676
14. http://www.comscore.com/Insights/Press_Releases/2012/12/Argentina_Ranks_First_in_Wor
ldwide_Desktop_Social_Networking_Engagement
15. http://www.sipa.columbia.edu/academics/workshops/documents/WorldNewsmediaInnovati
onsStudy-CapstoneWorkshopSpring2011-ABRIDGED.pdf
16. http://en.pulsosocial.com/2013/06/25/tablets-in-latin-america-gaining-ground-but-not-
replacing-pcs/
17. http://www.kbridge.org/wan-ifra-non-traditional-revenue-sources-and-print-digital-
bundling-show-promise-for-news-revenue/
18. http://www1.folha.uol.com.br/internacional/en/brazil/2013/06/1300280-folha-has-more-
readers-and-subscriptions-after-a-year-of-paywall.shtml
19. http://www.bbc.co.uk/mundo/noticias/2013/06/130614_nosotros_los_nobles_cine_mexico_s
ecreto_exito_taquillera_alazraky_an.shtml?ocid=socialflow_facebook_mundo
20. http://nearshore.com/2013/04/latin-american-digital-literacy-gradually-improving.html
21. http://www.nasdaq.com/article/twitter-is-most-popular-in-argentina-and-more-social-
media-use-patterns-that-will-surprise-you-cm234676
22. http://www.comscore.com/Insights/Press_Releases/2012/12/Argentina_Ranks_First_in_Wor
ldwide_Desktop_Social_Networking_Engagement
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23. http://www.sipa.columbia.edu/academics/workshops/documents/WorldNewsmediaInnovati
onsStudy-CapstoneWorkshopSpring2011-ABRIDGED.pdf
24. http://www.csmonitor.com/World/Americas/Latin-America-Monitor/2013/0305/Mexico-
Latin-America-s-second-largest-economy-lags-in-digital-accessibility
25. http://www.clasesdeperiodismo.com/2012/08/02/peru-97-de-usuarios-de-redes-sociales-
tiene-una-cuenta-en-facebook/
26. http://www.rosarionet.com.ar/rnetw/nota127128
27. http://red-accion.uncoma.edu.ar/PeriodismoDigital/inicio.htm
Social Media and Journalist Branding
1. http://blog.wan-ifra.org/2013/04/09/author-specific-paywalls-let-publications-cash-in-on-
journalists-personal-brands
2. http://www.niemanlab.org/2013/04/getting-personal-a-dutch-online-news-platform-wants-
you-to-subscribe-to-individual-journalists/
3. http://blog.wan-ifra.org/2013/06/17/social-media-editor-role-isn-t-dying-it-s-expanding
4. http://socialmediatoday.com/monica-romeri/1424411/boost-your-social-media-roi-c-level-
twitter-engagement
5. http://www.nytimes.com/2013/01/06/public-editor/when-reporters-get-personal.html?
pagewanted=all
6. http://muckrack.com/directory/guardian/people
7. http://muckrack.com/directory/bbc/people
8. http://directoriodetwitter.blogspot.dk/2010/05/listado-definitivo-de-periodistas.html
9. http://www.eluniversal.com.mx/articulos/72306.html
10. http://socialmediatoday.com/mcunningham/851126/social-newspaper-how-social-media-
strategy-will-define-success
11. http://www.forbes.com/sites/insead/2012/10/09/how-social-media-can-boost-profits/
12. http://blog.businesswire.com/2012/09/26/the-guardians-revolution-new-business-model-
new-audience-and-new-peak-times/
13. https://reutersinstitute.politics.ox.ac.uk/fileadmin/documents/Publications/Working_Papers
/Mainstream_media_and_the_distribution_of_news_.pdf
14. http://readwrite.com/2010/04/22/why_newspapers_need_to_heed_facebook_now
15. http://www.niemanlab.org/2013/05/scott-lewis-learning-from-social-platforms-to-build-a-
better-news-site/
16

17. Marzán
16. http://www.niemanlab.org/2013/05/at-the-miami-herald-tweetings-about-breaking-news-
in-the-a-m-and-conversation-in-the-p-m/
17. http://www.marketingdirecto.com/actualidad/social-media-marketing/los-anuncios-en-el-
news-feed-de-facebook-generar-49-veces-mas-clics-a-un-coste-un-45-menor/
18. http://www.marketingdirecto.com/actualidad/social-media-marketing/cuantos-mas-fans-en-
facebook-menor-es-el-radar-de-una-pagina-en-la-famosa-red-social/
19. http://www.slideshare.net/proyectogirasol2012/121030-presentacin-sepp-y-kpmg-estudios-
de-circulacin-20072012-i
20. http://elcomercio.pe/actualidad/1512345/noticia-peru-octavo-pais-mundo-que-mas-se-
conecta-redes-sociales
21. http://www.marketingdirecto.com/actualidad/social-media-marketing/%C2%BFvale-la-
pena-la-publicidad-en-redes-sociales-los-contenidos-de-calidad-son-la-respuesta/
22. http://www.lanacion.com.ar/1586365-menos-redes-sociales-mas-video-y-poca-banca-
onlinela-dieta-digital-argentina
Multimedia Journalism
1. http://www.journalism.org/analysis_report/future_mobile_news
2. http://www.yume.com/blog/video-ads-online-can-help-save-newspapers/
3. http://www.prnewsonline.com/topics/research/2013/06/10/social-media-and-mobile-
video-equal-more-web-sharing-death-of-newspapers-greatly-exaggerated-for-a-change/
4. http://thenextweb.com/video/2012/09/12/why-newspapers-turning-video-its-readers-
expect-says-the-aps-director-video/
5. http://media.murdoch.edu.au/can-30-second-ads-save-newspapers
6. http://thenextweb.com/media/2012/08/27/nytimes-com-gets-revamped-video-player-
optimized-multiple-web-mobile-devices/
7. http://www.poynter.org/latest-news/mediawire/186692/wall-street-journal-rolls-out-video-
network-powered-by-smartphone-toting-journalists/
8. http://thenextweb.com/media/2012/08/27/nytimes-com-gets-revamped-video-player-
optimized-multiple-web-mobile-devices/
9. http://paidcontent.org/2012/03/17/419-newspapers-and-video-slow-and-steady-or-flood-
the-zone/
10. http://mashable.com/2013/06/13/youtube-marketing-advertising/
11. http://www.niemanlab.org/2013/05/monday-qa-the-new-york-times-new-head-of-video-
production-on-plans-for-growth/
17

18. Marzán
12. http://www.niemanlab.org/2013/03/the-newsonomics-of-a-news-company-of-the-future/
Recycled Content
1. Longform journalism: http://www.usatoday.com/story/money/columnist/2013/06/05/rem-
rieder-longform/2389995/
2. http://www.poynter.org/how-tos/digital-strategies/213043/what-news-organizations-are-
learning-from-their-ebook-efforts/
3. http://goodereader.com/blog/electronic-readers/ebooks-might-save-newspapers-news-
outlets/
4. http://vook.com/blog/2013/01/30/turning-newspapers-ebooks-part-1/#.UcBS4Oc3CNA
5. http://vook.com/blog/2013/01/31/turning-newspapers-ebooks-part-2/#.UcBSt-c3CNA
6. http://www.guardian.co.uk/books/2013/mar/10/ebooks-new-reading-guardian-shorts
7. http://www.econtentmag.com/Articles/News/News-Feature/Ebook-Experiments-Adding-
Value-to-Newspaper-Subscribers-89061.htm
Information Architecture and Visual Enhancement
1. http://www.lanacion.com.ar/1320239-lanacioncom-premiado-por-su-excelencia-en-
periodismo-digital
2. http://uk.reuters.com/article/2012/03/16/lemonde-idUKL5E8EG30520120316
3. http://ia.net/blog/10-newspaper-myths-deconstructed/
4. http://www.snd.org/2013/03/meet-snds-2012-worlds-best-news-sites-and-apps-sb-nation-
lenta-ru-and-the-guardian-and-observer-ipad-app/
5. http://thenextweb.com/insider/2013/05/13/adblock-plus-hits-back-at-german-newspapers-
urging-readers-to-disable-their-ad-blocker/
6. http://gawker.com/5574391/newspapers-will-never-win-online-ad-war
7. http://blog.clicktale.com/2007/10/05/clicktale-scrolling-research-report-v20-part-1-
visibility-and-scroll-reach/
8. http://blog.clicktale.com/2007/12/04/clicktale-scrolling-research-report-v20-part-2-visitor-
attention-and-web-page-exposure/
9. http://boagworld.com/design/why-whitespace-matters/
10. http://www.netmagazine.com/features/importance-whitespace-web-design
11. http://www.island.lk/index.php?page_cat=article-details&page=article-
details&code_title=80181
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