{"id":35762,"date":"2013-02-11T19:38:53","date_gmt":"2013-02-12T00:38:53","guid":{"rendered":"https:\/\/latamjournalismreview.org\/?p=35762"},"modified":"2021-10-04T19:41:22","modified_gmt":"2021-10-05T00:41:22","slug":"nuevo-informe-del-pew-resalta-estrategias-ganadoras-para-aumentar-y-diversificar-los-ingresos-en-la-industria-de-la-prensa","status":"publish","type":"post","link":"https:\/\/latamjournalismreview.org\/es\/articles\/nuevo-informe-del-pew-resalta-estrategias-ganadoras-para-aumentar-y-diversificar-los-ingresos-en-la-industria-de-la-prensa\/","title":{"rendered":"Nuevo informe del Pew resalta estrategias ganadoras para aumentar y diversificar los ingresos en la industria de la prensa"},"content":{"rendered":"<p><em>Por Zach Dyer<br \/>\n<\/em><\/p>\n<p><span id=\"result_box\" lang=\"es\" tabindex=\"-1\"><span class=\"hps\">En medio de<\/span>\u00a0la\u00a0<span class=\"hps\"><a href=\"http:\/\/knightcenter.utexas.edu\/es\/blog\/00-9217-periodicos-estadounidenses-pierden-siete-dolares-en-publicidad-impresa-por-cada-dolar-g\" target=\"_blank\" rel=\"noopener\">ca\u00edda de los ingresos por publicidad impresa<\/a><\/span><span class=\"hps\">\u00a0y<\/span>\u00a0<span class=\"hps\">el\u00a0<a href=\"http:\/\/knightcenter.utexas.edu\/es\/blog\/00-11817-en-estados-unidos-ingresos-por-publicidad-online-podrian-superar-los-de-publicidad-imp\" target=\"_blank\" rel=\"noopener\">lento crecimiento de los ingresos por publicidad digital<\/a><\/span>, la\u00a0<span class=\"hps\">industria de la prensa<\/span>\u00a0en los Estados Unidos<span class=\"hps\">\u00a0est\u00e1 en la<\/span>\u00a0<span class=\"hps\">b\u00fasqueda<\/span>\u00a0<span class=\"hps\">de nuevas fuentes de ingresos<\/span>.\u00a0<span class=\"hps\">Un nuevo informe del<\/span>\u00a0<span class=\"hps\">Centro de Investigaci\u00f3n Pew<\/span>\u00a0<span class=\"hps\">examina<\/span>\u00a0<span class=\"hps\">c\u00f3mo cuatro<\/span>\u00a0<span class=\"hps\">casos<\/span>\u00a0<span class=\"hps\">est\u00e1n contrariando<\/span>\u00a0<span class=\"hps\">esas tendencias y<\/span>\u00a0<span class=\"hps\">pueden servir de ejemplos p<\/span><span class=\"hps\">ara<\/span>\u00a0<span class=\"hps\">otras publicaciones.<\/span><\/span><\/p>\n<p><span class=\"hps\">\"<a href=\"http:\/\/www.journalism.org\/analysis_report\/newspapers_turning_ideas_dollars\">Peri\u00f3dicos transformando ideas en d\u00f3lares<\/a><\/span>: Cuatro\u00a0<span class=\"hps\">Historias Exitosas<\/span>\",\u00a0<span class=\"hps\">divulgado el lunes<\/span>\u00a011 de febrero,\u00a0<span class=\"hps\">examina los<\/span>\u00a0<span class=\"hps\">casos del<\/span>\u00a0<a href=\"http:\/\/www.naplesnews.com\/\" target=\"_blank\" rel=\"noopener\">Naples Daily News<\/a>, el\u00a0<a href=\"http:\/\/www.deseretnews.com\/home\/\" target=\"_blank\" rel=\"noopener\">Deseret News<\/a>, el Santa Rosa\u00a0<a href=\"http:\/\/www.pressdemocrat.com\/\" target=\"_blank\" rel=\"noopener\">Press Democrat<\/a>, y el\u00a0<a href=\"http:\/\/columbiadailyherald.com\/\" target=\"_blank\" rel=\"noopener\">Columbia Daily Herald<\/a>.<\/p>\n<p><span lang=\"es\" tabindex=\"-1\"><span class=\"hps\">Las\u00a0estrategias<\/span>\u00a0<span class=\"hps\">de los peri\u00f3dicos<\/span>\u00a0<span class=\"hps\">van desde<\/span>\u00a0<span class=\"hps\">la\u00a0<a href=\"http:\/\/www.journalism.org\/analysis_report\/naples_daily_news_restructuring_sales_operation\" target=\"_blank\" rel=\"noopener\">reorganizaci\u00f3n de su personal de ventas<\/a>\u00a0<\/span><span class=\"hps\">en<\/span>\u00a0<span class=\"hps\">el Daily News<\/span>, la\u00a0<span class=\"hps\"><a href=\"http:\/\/www.journalism.org\/analysis_report\/santa_rosa_press_democrat_media_lab\" target=\"_blank\" rel=\"noopener\">agencia de marketing online<\/a>\u00a0del<\/span><span class=\"hps\">\u00a0Press Democrat<\/span>; la\u00a0<span class=\"hps\">reorganizaci\u00f3n de la l\u00ednea editorial d<\/span><span class=\"hps\">el Deseret News<\/span>\u00a0<span class=\"hps\">en torno a su<\/span>\u00a0<a href=\"http:\/\/www.journalism.org\/analysis_report\/deseret_news_changing_two_media_cultures\" target=\"_blank\" rel=\"noopener\"><span class=\"hps\">audiencia<\/span>\u00a0y puntos fuertes<\/a><span class=\"hps\">\u00a0y<\/span>\u00a0la\u00a0<a href=\"http:\/\/www.journalism.org\/analysis_report\/columbia_herald_culture_innovation\" target=\"_blank\" rel=\"noopener\"><span class=\"hps\">experimentaci\u00f3n agresiva<\/span><\/a>\u00a0<span class=\"hps\">en<\/span>\u00a0<span class=\"hps\">medios impresos y<\/span>\u00a0<span class=\"hps\">digitales del<\/span>\u00a0<span class=\"hps\">Columbia<\/span>\u00a0<span class=\"hps\">Daily<\/span>\u00a0<span class=\"hps\">Herald.<\/span><\/span><\/p>\n<p><span id=\"result_box\" lang=\"es\" tabindex=\"-1\"><span class=\"hps\">El autor del informe,<\/span><span class=\"hps\">\u00a0Mark<\/span>\u00a0<span class=\"hps\">Jurkowitz,<\/span>\u00a0<span class=\"hps\">dijo en un<\/span>\u00a0<span class=\"hps\">video<\/span>\u00a0<span class=\"hps\">que no hay<\/span>\u00a0<span class=\"hps\">soluci\u00f3n m\u00e1gica<\/span>\u00a0<span class=\"hps\">para los problemas de<\/span>\u00a0<span class=\"hps\">los medios<\/span><span class=\"hps\">\u00a0impresos,<\/span>\u00a0<span class=\"hps\">pero que hay tres<\/span>\u00a0muy buenas ideas<span class=\"hps\">\u00a0para la<\/span>\u00a0<span class=\"hps\">industria en general<\/span><span class=\"atn\">: \"<\/span>visi\u00f3n\",\u00a0<span class=\"hps\">riesgos en la toma del<\/span>\u00a0<span class=\"hps\">liderazgo<\/span>, voluntad para\u00a0<span class=\"hps\">cambiar la cultura en las salas de<\/span>\u00a0<span class=\"hps\">redacci\u00f3n<\/span>\u00a0<span class=\"hps\">e<\/span>\u00a0<span class=\"hps\">insistir<\/span>\u00a0<span class=\"hps\">en un contenido<\/span>\u00a0<span class=\"hps\">editorial<\/span>\u00a0<span class=\"hps\">de alta calidad.<\/span><\/span><\/p>\n<p><span class=\"hps\">Curiosamente<\/span>, varias de estas\u00a0<span class=\"hps\">\"historias de \u00e9xito<\/span>\" tuvieron\u00a0<span id=\"result_box\" lang=\"es\" tabindex=\"-1\"><span class=\"hps\">vibrantes<\/span>\u00a0<span class=\"hps\">ediciones<\/span>\u00a0<span class=\"hps\">impresas, donde lo impreso segu\u00eda siendo<\/span>\u00a0<span class=\"hps\">importante<\/span>\u00a0-\u00a0<span class=\"hps\">si no la principal - fuente de\u00a0<\/span><span class=\"hps\">ingresos.<\/span>\u00a0Clark\u00a0<span class=\"hps\">Gilbert<\/span>,\u00a0<\/span><span lang=\"es\" tabindex=\"-1\"><span class=\"hps\">CEO de<\/span>\u00a0<span class=\"hps\">Deseret<\/span>\u00a0<span class=\"hps atn\">News,\u00a0<\/span><span class=\"hps\">dijo<\/span>\u00a0<span class=\"hps\">que los medios impresos<\/span>\u00a0<span class=\"hps atn\">son \"<\/span>el cocodrilo, la criatura\u00a0<span class=\"hps\">prehist\u00f3rica que<\/span>\u00a0<span class=\"hps\">se reducir\u00e1,<\/span>\u00a0<span class=\"hps\">pero<\/span>\u00a0que\u00a0<span class=\"hps\">puede sobrevivir.<\/span>\u00a0<span class=\"hps\">El negocio<\/span>\u00a0<span class=\"hps\">digital es<\/span>\u00a0<span class=\"hps\">el mam\u00edfero<\/span>, la forma de\u00a0<span class=\"hps\">vida<\/span>\u00a0<span class=\"hps\">nueva, dise\u00f1ada para<\/span>\u00a0<span class=\"hps\">dominar<\/span>\u00a0<span class=\"hps\">el futuro\".<\/span><\/span><\/p>\n<p><span class=\"hps\">El informe de<\/span>\u00a0<span class=\"hps\">Pew<\/span>\u00a0<span class=\"hps\">fue m\u00e1s all\u00e1 al\u00a0<\/span><span class=\"hps atn\">decir \"<\/span>No\u00a0renuncies a lo<span class=\"hps\">\u00a0impreso<\/span>\"\u00a0<span class=\"hps\">cuando las condiciones<\/span>\u00a0<span class=\"hps\">son favorables<\/span>\u00a0<span class=\"hps\">en comunidades como<\/span>\u00a0<span class=\"hps\">Naples<\/span>, Florida, donde\u00a0<span class=\"hps\">la circulaci\u00f3n impresa del<\/span>\u00a0<span class=\"hps\">Daily News<\/span>\u00a0<span class=\"hps\">aument\u00f3 un<\/span>\u00a0<span class=\"hps\">20 por ciento<\/span>\u00a0<span class=\"hps\">en el 2012<\/span>, con respecto al a\u00f1o anterior.\u00a0<span class=\"hps\">En<\/span>\u00a0<span class=\"hps\">julio de 2012,<\/span>\u00a0<span class=\"hps\">el\u00a0<a href=\"http:\/\/knightcenter.utexas.edu\/es\/blog\/00-12801-periodico-estadounidense-va-en-contra-de-la-tendencia-invirtiendo-en-su-edicion-impres\" target=\"_blank\" rel=\"noopener\">nuevo editor del Orange County Register implement\u00f3 la estrategia de lo 'digital-primero'<\/a><\/span>\u00a0la cual puso en marcha a<span class=\"hps\">\u00a0comienzos de este<\/span>\u00a0<span class=\"hps\">a\u00f1o<\/span>, invirtiendo en\u00a0<span class=\"hps\">m\u00e1s reporteros<\/span>\u00a0<span class=\"hps\">mientras expande<\/span>\u00a0<span class=\"hps\">su edici\u00f3n impresa en armon\u00eda c<\/span><span class=\"hps\">on<\/span>\u00a0<span class=\"hps\">su<\/span>\u00a0<span class=\"hps\">presencia online.<\/span><\/p>\n<p><span id=\"result_box\" lang=\"es\" tabindex=\"-1\"><span class=\"hps\">El Daily<\/span>\u00a0<span class=\"hps\">Herald,<\/span>\u00a0<span class=\"hps\">de la ciudad de Columbia,<\/span>\u00a0se ide\u00f3\u00a0<span class=\"hps\">una serie de suplementos<\/span>\u00a0<span class=\"hps\">y revistas impresas<\/span>\u00a0<span class=\"hps\">y digitales que van desde vida saludable,<\/span><span class=\"hps\">\u00a0bienes ra\u00edces<\/span>\u00a0<span class=\"hps\">y<\/span><span class=\"hps\">\u00a0estilo de vida masculino<\/span><span class=\"hps\">.<\/span><\/span><\/p>\n<p><span class=\"hps\">Mientras que el<\/span>\u00a0<span class=\"hps\">Herald<\/span>\u00a0<span class=\"hps\">produc\u00eda agresivamente<\/span><span class=\"hps\">\u00a0una amplia<\/span>\u00a0<span class=\"hps\">gama de publicaciones nicho<\/span><span class=\"hps\">\u00a0para<\/span>\u00a0<span class=\"hps\">ampliar su<\/span>\u00a0<span class=\"hps\">audiencia y<\/span>\u00a0<span class=\"hps\">mitigar<\/span>\u00a0las p\u00e9rdidas por\u00a0<span class=\"hps\">impresi\u00f3n<\/span>,\u00a0<span class=\"hps\">el Deseret News<\/span>\u00a0<span class=\"hps\">reorganiz\u00f3<\/span>\u00a0<span class=\"hps\">su<\/span>\u00a0<span class=\"hps\">reducida\u00a0<\/span><span lang=\"es\" tabindex=\"-1\"><span class=\"hps\">sala de redacci\u00f3n<\/span>\u00a0<span class=\"hps\">en torno a su<\/span>\u00a0<span class=\"hps\">audiencia principal<\/span>\u00a0<span class=\"hps\">y a sus<\/span>\u00a0<span class=\"hps\">fortalezas<\/span>\u00a0<span class=\"hps\">editoriales.<\/span>\u00a0<span class=\"hps\">Propiedad de<\/span>\u00a0<span class=\"hps\">la Iglesia de<\/span>\u00a0<span class=\"hps\">Jesucristo de los<\/span>\u00a0<span class=\"hps\">Santos de<\/span>\u00a0<span class=\"hps\">los \u00daltimos D\u00edas<\/span>,\u00a0<span class=\"hps\">la compa\u00f1\u00eda de medios<\/span>\u00a0<span class=\"hps\">decidi\u00f3 meterse de lleno<\/span><span class=\"hps\">\u00a0en<\/span>\u00a0<span class=\"hps\">un enfoque centrado en<\/span>\u00a0<span class=\"hps\">los temas<\/span>\u00a0<span class=\"hps\">de familia<\/span>\u00a0<span class=\"hps\">y fe para<\/span>\u00a0<span class=\"hps\">atraer<\/span>\u00a0<span class=\"hps\">a su p\u00fablico mayoritariamente\u00a0<\/span><span class=\"hps\">Morm\u00f3n.<\/span><\/span><\/p>\n<p><span lang=\"es\" tabindex=\"-1\"><span class=\"hps\">El\u00a0<a href=\"http:\/\/knightcenter.utexas.edu\/es\/blog\/00-12365-el-washington-post-considera-implementar-el-modelo-paywall-en-el-2013\" target=\"_blank\" rel=\"noopener\">modelo Paywall, una tendencia creciente en los peri\u00f3dicos estadounidenses<\/a><\/span>,\u00a0no ocup\u00f3\u00a0<span class=\"hps\">un lugar destacado<\/span>\u00a0<span class=\"hps\">en el informe.<\/span>\u00a0<span class=\"hps\">De los<\/span>\u00a0<span class=\"hps\">peri\u00f3dicos mencionados<\/span><span class=\"hps\">\u00a0en el informe<\/span>\u00a0<span class=\"hps\">s\u00f3lo<\/span>\u00a0<span class=\"hps\">el<\/span>\u00a0<span class=\"hps\">Columbia<\/span>\u00a0<span class=\"hps\">Herald<\/span>\u00a0utiliza este\u00a0<\/span>modelo de pago por acceso a contenidos online<span lang=\"es\" tabindex=\"-1\"><span class=\"hps\">.<\/span>\u00a0<span class=\"hps\">Los otros tres<\/span>\u00a0<span class=\"hps\">est\u00e1n considerando<\/span>\u00a0<span class=\"hps\">alg\u00fan tipo de<\/span>\u00a0<span class=\"hps\">suscripci\u00f3n online<\/span>\u00a0<span class=\"hps\">en el futuro.<\/span><\/span><\/p>\n<p><span class=\"hps\">El informe tambi\u00e9n destac\u00f3<\/span>\u00a0<span class=\"hps\">la necesidad de<\/span>\u00a0<span class=\"hps\"><a href=\"http:\/\/knightcenter.utexas.edu\/es\/blog\/00-12715-cofundador-de-facebook-espera-que-new-republic-se-convierta-en-el-nuevo-hogar-del-peri\" target=\"_blank\" rel=\"noopener\">caras nuevas en los medios impresos<\/a>\u00a0<\/span><span class=\"hps\">para<\/span>\u00a0<span class=\"hps\">ayudar a generar<\/span>\u00a0<span class=\"hps\">la<\/span>\u00a0<span class=\"hps\">innovaci\u00f3n<\/span>\u00a0<span class=\"hps\">que la industria necesita<\/span>\u00a0<span class=\"hps\">para tener \u00e9xito.<\/span><\/p>\n<p><span class=\"hps\">Los datos de este<\/span>\u00a0<span class=\"hps\">informe<\/span>\u00a0<span class=\"hps\">provienen de la publicaci\u00f3n<\/span>\u00a0<span class=\"hps\">\"<a href=\"http:\/\/www.journalism.org\/analysis_report\/search_new_business_model\" target=\"_blank\" rel=\"noopener\">La B\u00fasqueda de un Nuevo Modelo de Negocios<\/a>\"<\/span>,\u00a0<span class=\"hps\">lanzada en<\/span>\u00a0<span class=\"hps\">marzo de 2012 y<\/span>\u00a0<span class=\"hps\">en la informaci\u00f3n de<\/span>\u00a0<span class=\"hps\">40 peri\u00f3dicos<\/span>\u00a0<span class=\"hps\">y entrevistas<\/span>\u00a0<span class=\"hps\">con 13<\/span>\u00a0<span class=\"hps\">ejecutivos de la prensa<\/span>.<\/p>\n<p><em>Nota del editor: Esta historia fue publicada originalmente en el blog Periodismo en las Am\u00e9ricas del Centro Knight, el predecesor de LatAm Journalism Review.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En medio de\u00a0la\u00a0ca\u00edda de los ingresos por publicidad impresa\u00a0y\u00a0el\u00a0lento crecimiento de los ingresos por publicidad digital, la\u00a0industria de la prensa\u00a0en los Estados Unidos\u00a0est\u00e1 en la\u00a0b\u00fasqueda\u00a0de nuevas fuentes de ingresos.\u00a0Un nuevo informe del\u00a0Centro de Investigaci\u00f3n Pew\u00a0examina\u00a0c\u00f3mo cuatro\u00a0casos\u00a0est\u00e1n contrariando\u00a0esas tendencias y\u00a0pueden servir de ejemplos para\u00a0otras publicaciones.<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1218],"tags":[1510,1499],"coauthors":[],"class_list":["post-35762","post","type-post","status-publish","format-standard","hentry","category-innovacion-es","tag-medios-impresos-es","tag-periodismo-digital-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.6 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Nuevo informe del Pew resalta estrategias ganadoras para aumentar y diversificar los ingresos en la industria de la prensa - LatAm Journalism Review<\/title>\n<meta name=\"description\" content=\"Nuevo informe del Pew resalta estrategias ganadoras para aumentar y diversificar los ingresos en la industria de la prensa Innovaci\u00f3n. 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