Content is key to non-profit digital media strategy

• Isadora Sánchez-Torné ^[1] ; Francisco Javier Caro-González ^[1] ; Macarena Pérez-Suárez ^[1]
  1. [1] Universidad de Sevilla

     Universidad de Sevilla

     Sevilla, España

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 20, Nº. 4, 2023, págs. 927-945
• Idioma: inglés
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• Dialnet Métricas: 1 Cita
• Resumen

  • This research aims to determine the type of content offered by non-profit digital media, determining whether this content is different and characteristic. For this purpose, a binomial logistic regression analysis was carried out on a sample of digital medias included in the Latin American SembraMedia directory (509 media: 70% for-profit and 30% non-profit). This data from SembraMedia's digital media list showed that non-profit media is having a social impact. As such, it was relevant to address non-profit media as an organisational model compared to for-profit media. Variables such as journalistic genre, the techniques used the origin of the content, and the coverage or type of content were considered. The main conclusion is that non-profit digital media show significant differences in their contents when compared to for-profit ones. These differences are found in the content (environment) and in the journalistic techniques used (data journalism).