El problema del autobombo en el diario impreso | The problem of self-advertisement the printed journal
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Abstract
Resumen
Bajo los efectos de un contexto calificado por algunos expertos como ‘la crisis del papel’, nos proponemos analizar el rol que desempeña en el diario impreso la publicidad autorreferente. La investigación se basa en el estudio del contenido autopublicitario de los dos diarios de pago con mayor peso en la provincia de Alicante. Se pretende con ello realizar una crítica constructiva de la utilización de la publicidad que proviene del propio medio, especialmente la de tipo promocional por ser la más abundante. Todo ello, con el objetivo final de plantear nuevas propuestas de actuación encaminadas a atraer y conservar lectores que se conviertan en compradores habituales del diario.
Palabras clave
Prensa, publicidad, autorreferencia, promociones, periódicos.
Abstract
Under the influence of a context described by some experts as ‘the crisis of paper’, we analyze the role it plays in the printed newspaper self-referential advertising. The research is based on a study of content about self-advertising space on the two payment newspapers most important in Alicante. The main goal is to offer a constructive criticism of the use of this type of advertising that comes from own media, especially the promotional rate, due to the fact that this is the most abundant. The ultimate aim is offer new proposals to appeal and retain readers who become regular buyers of the newspaper.
Key words
Press, advertising, self-reference, promotions, newspapers.
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