Innovación tecnológica y social en medios digitalesanálisis del caso de Quartz News

  1. Anguí-Sánchez, David
  2. Cabezuelo-Lorenzo, Francisco
  3. Sotelo-González, Joaquín
Revista:
Revista Latina de Comunicación Social

ISSN: 1138-5820

Ano de publicación: 2019

Número: 74

Páxinas: 1697-1713

Tipo: Artigo

DOI: 10.4185/RLCS-2019-1405 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Revista Latina de Comunicación Social

Resumo

Introduction and context. Technological changes and new business models are generating new formats and media and all around the world. Methodology. The in-depth case-study method is applied to the North American digital media Quartz News, which becomes the object of study. The research focuses on the analysis of four main variables: the web design, the use of the mobile application, the newsletters, the sponsored content and the analogical promotion strategy, complementary to the digital one. Analysis and results. The Quartz News website becomes a paradigmatic case of breakthrough design worldwide. Both, the app, which is committed to personalized conversational journalism, and subscription newsletters, are confirmed as an excellent tool for user-loyalty and a guaranteed traffic for more visits. The branded content becomes the star of its digital advertising strategy. They all are the pillars of the new business model. The offline strategy surrounding digital communication reinforces the identity of the medium. Conclusions. Quartz is one of the most successful digital media, despite its creation in the middle of the economic crisis. It is an example of good digital praxis in a context of unstoppable disruptive transformation.

Referencias bibliográficas

  • Anguí-Sánchez, D. (2018). Innovación periodística en contextos digitales. Análisis de Quartz News como caso de éxito. Universidad Complutense de Madrid.
  • Atlantica Media. (2019). Atlancic Media, about us en: https://www.atlanticmedia.com/about/ [Fecha de consulta: 02/01/2019]
  • Bajak, A. (2015) “How Quarts is bringing storytelling and interactive design to sponsored content”. En Storybench en: http://www.storybench.org/quartz-bringing-storytelling-interactive-design-sponsored-content/ [Fecha de consulta: 10/03/18]
  • Benítez de Gracia, M. J., Herrera Damas, S. y Benítez De Gracia, J. (2019): “Análisis del reportaje inmersivo de contenido social en los medios periodísticos españoles”. Revista Latina de Comunicación Social, 74, 1655-1679. http://www.revistalatinacs.org/074paper/1403/86es.html
  • Broedegaad Hansen, T. (2017) “Quartz will provide more white label solutions for advertisers”. En Native Advertising Institute en: https://nativeadvertisinginstitute.com/blog/quartz-white-label-solutions-advertisers/ [Fecha de consulta 10/03/18]
  • Cabrera Méndez, M., Codina, LL. y Salaverría Aliaga, R. (2019): “Qué son y qué no son los nuevos medios. 70 visiones de expertos hispanos”. Revista Latina de Comunicación Social, 74, 1506-1520. https://dx.doi.org/10.4185/RLCS-2019-1396
  • Casas Alatriste, R. y Darriba, E. (2014) Branded Content. Reflexiones de marcas y agencias. Foxsize School, 9-12
  • Cerezo, P. (2017). En busca del modelo de negocio. Evoca Imagen. En: https://www.academia.edu/35942544/En_busca_del_modelo_de_negocio_Pepe_Cerezo_pdf [Fecha de consulta: 02/01/2019]
  • Delaney, K. (2017) “Thank you, readers: Quartz is turning five years old. Here’s what comes next”. En Quartz en: https://qz.com/1069982/thank-you-readers-quartz-is-turning-five-years-old-heres-what-comes-next/ [Fecha de consulta 12/03/18]
  • Deuze, M. (2003). The web and its journalisms: Considering the consequences of different types of news media online. The New Media and Society, 203-230.
  • Doctor, K. (2012) “The newsonomics of Quarts business launch”. En Nieman Lab en: http://www.niemanlab.org/2012/09/the-newsonomics-of-the-quartz-business-launch/ [Fecha de consulta: 09/03/18]
  • Edo, C. (2018): “Difusión de noticias en un escenario multiplataforma’. En Díaz Nosty, B. (Coord.): Diez años que cambiaron los medios: 2007-2017. (pp. 115-123) .Madrid, Editorial Ariel.
  • Kafka, P. (2018): “Business news site Quartz is getting ready to launch a subscription business”. En Redcode en: https://www.recode.net/2017/1/18/14306036/quartz-subscription-research-intelleigentsia [Fecha: 20/03/18]
  • Manfredi-Sánchez, J. L. & Artero-Muñoz, J. P. (2014) New Business Models for the Media: The Spanish Case. In: Media policies revisited. The Challenge for Media Freedom and Independence. (pp. 161-174) Palgrave MacMillan,
  • Mnfredi Sánchez, J. L., Ufarte Ruiz, M. J. y Herranz De La Casa, J. M. (2019): “Innovación periodística y sociedad digital: Una adaptación de los estudios de Periodismo”. Revista Latina de Comunicación Social, 74, 1633-1654. http://www.revistalatinacs.org/074paper/1402/85es.html
  • Marshall, J. (2017) “There is a Digital Media Crash but no one will say it” En: Talking Points Memo en: https://talkingpointsmemo.com/edblog/theres-a-digital-media-crash-but-no-one-will-say-it [Fecha de consulta: 26/02/18]
  • Núñez, V. (2014) “El newsletter. ¿Qué es y para qué sirve?”. En: Vilma Nuñez en: https://vilmanunez.com/que-es-newsletter/ [Fecha de consulta: 09/03/18]
  • Bajak, A. (2015) “How Quarts is bringing storytelling and interactive design to sponsored content”. En: Storybench en: http://www.storybench.org/quartz-bringing-storytelling-interactive-design-sponsored-content/ [Fecha de consulta: 10/03/18]
  • Benítez De Gracia, M. J., Herrera Damas, S. y Benítez De Gracia, J. (2019): “Análisis del reportaje inmersivo de contenido social en los medios periodísticos españoles”. Revista Latina de Comunicación Social, 74, 1655-1679. http://www.revistalatinacs.org/074paper/1403/86es.html
  • Broedegaad Hansen, T. (2017) “Quartz will provide more white label solutions for advertisers”. En: Native Advertising Institute en: https://nativeadvertisinginstitute.com/blog/quartz-white-label-solutions-advertisers/ [Fecha de consulta 10/03/18]
  • Cabrera Méndez, M., Codina, LL. y Salaverría Aliaga, R. (2019): “Qué son y qué no son los nuevos medios. 70 visiones de expertos hispanos”. Revista Latina de Comunicación Social, 74, 1506-1520. https://dx.doi.org/10.4185/RLCS-2019-1396
  • Casas Alatriste, R y Darriba, E. (2014) Branded Content. Reflexiones de marcas y agencias. Foxsize School, 9-12
  • Quartz. (2018). “Quartz Media Kit”. En Quartz en: https://creative.qz.com/media-kit.b14cf05b.pdf [Fecha de consulta: 09/03/2018]
  • Quartz. (2012) “Hello, World. A letter welcome letter from our Editor in Chief”. En: Quartz. en: https://qz.com/6014/hello-world-a-welcome-letter-from-our-editor-in-chief/ [Fecha de consulta: 09/03/2018]
  • Quartz. (2016) “Global Executives Study” En Quartz en: https://insights.qz.com/ges/2016/ [Fecha de consulta: 09/03/2018]
  • Quartz. (sf.) “The tangled network of tech: How the most influential products of the past 20 years intersect”. En: Quartz en: https://qz.com/340383/the-tangled-network-of-tech-how-the-most-influential-products-of-the-past-20-years-intersect/ [Fecha: 10/03/2018]
  • Siapera, E. & Veglish, E. (2012): The Handbook of Global Online Journalism. Oxford. Wiley-Blackwell
  • Valero-Pastor, J. M. y Carvajal, M. (2019): “Transferencia de conocimiento para la innovación en las organizaciones periodísticas. Estudio de casos españoles”. Revista Latina de Comunicación Social, 74, 1154-1172. https://dx.doi.org/10.4185/RLCS-2019-1376
  • Willens, M. (2017) “How Quarts achieved a 90 percent renewal rate for branded content”. En: Digiday en: https://digiday.com/media/quartz-achieved-90-percent-renewal-rate-branded-content/ [Fecha de consulta: 12/03/2018]
  • Zachary, M. (2014) “Quartz has a new look – and for the fisrt time, a homepage”. En: Quartz en: https://qz.com/246831/quartz-has-a-new-look-and-for-the-first-time-a-homepage/ [Fecha de consulta: 09/03/2018]
  • Zachary, M. (2015) “Introuducing a new homepage for Quartz”. En Quartz en: https://qz.com/566882/introducing-a-new-homepage-for-quartz/ [Fecha de consulta: 09/03/2018]
  • Zachary, M. (2016) “It’s here: Quartz’s first news app for iPhone”. En Quartz en: https://qz.com/613700/its-here-quartzs-first-news-app-for-iphone/ [Fecha de consulta: 09/03/208]
Fonte de datos: Dialnet