Written by Aurora Maciá
On June 16, Fernando Maciá, our director, participated in the DigiDoc Webinar “SEO, journalism and sustainability of cybermedia” organized by the Observatorio de Cibermedios of the Pompeu Fabra University with the lecture “
In his presentation, Fernando Maciá describes the evolution of the business model of the written press in its transition from an essentially print medium to a predominantly digital medium. With Google, Facebook and Amazon accounting for 70% of online advertising, the media have the costly job of generating the content that these platforms then monetize, which has led them to a triple dilemma:
- Follow the fierce race for the best audience data, Comscore rankings, page views and display advertising through content buying and integration.
- Applying cost-cutting policies at the expense of quality and opting for yellow journalism and click-baiting to maintain traffic figures.
- To bet on quality journalism paid for in part by subscription, but without renouncing organic growth.
In his presentation, Maciá analyzes the different models for paywall (paywall) and its implications from the point of view of the navigability (possibility for users to illegitimately access content under subscription) and traceability (accessibility of paid content for crawling and indexing by Google).
Below you can find the video of the online event and Fernando Maciá’s presentation.
