Resumen de Shared Spaces for News Content Production in Spanish Online Media

Ainara Larrondo Ureta, Koldobika Meso Ayerdi, Simón Peña Fernández

• This chapter explores three dynamics underlying the evolution of the professional, entrepreneurial and structural aspects of the digital ecosystem in which journalism now takes place: direct interaction between the media and audiences, an expanding range of formats for disseminating content and new opportunities for branding. Analysis covers professional practices and profiles, business models, cross-branding strategies and mobile audience engagement and impact in the Spanish media market. The sample employed for this study, composed of seven media of record that collectively represent a broad spectrum of media and communication groups active in Spain today, includes two newspapers offering both print and online editions (El País and El Mundo, published respectively by the Prisa Group and Unidad Editorial), one regional newspaper (Diario de Navarra), the Spanish public broadcasting company RTVE and three digital native news enterprises that publish exclusively online editions (El Diario, El Español and El Huffington Post).