Estrategias de las empresas periodísticas de Ecuador en el contexto de la crisis global de la prensa
- Jenny Jovita Yaguache Quichimbo 1
- Diana Elizabeth Rivera-Rogel 1
- Francisco Campos Freire 2
- 1 Universidad Técnica Particular de Loja, Ecuador
- 2 Universidad de Santiago de Compostela, España
ISSN: 1012-1587
Year of publication: 2016
Issue: 12
Pages: 941-963
Type: Article
More publications in: Opción: Revista de Ciencias Humanas y Sociales
Abstract
This article is the result of research on management strategies of media companies of Ecuador facing the crisis of loss of copy sales and advertising suffers the press worldwide. In Ecuador, between november 2012 and october 2013, the sale of hard copies but also it reduced the number of readers. The case analysis of a sample of four daily local, provincial, regional and national coverage shows that its strategy is to maximize the profitability of the paper and the web simultaneously. The strategy analysis was performed using the technique of "real sequence".