Brand trust of local and digital native newspapers, between business models and marketing contents
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Abstract
More and more newspapers are disappearing or being drastically reduced by hedge funds that are acquiring them. The subject of this research focuses on the business models that could be able to make a newspaper economically viable taking into account the opportunities of digital that clash with another aspect: the low trust of readers in the media and especially in online media. This exploratory, comparative and qualitative study intends to analyze the differences between local newspapers and digital natives in Spain, evaluating the choice of business models and considering how to build a relationship of trust and transparency with readers. The results of the study show that newspapers do not always take full advantage of the various digital opportunities and that the future challenges of journalism range from the transparency of branded content to the request for donations.
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