The Emergence of Native Podcasts in Journalism: Editorial Strategies and Business Opportunities in Latin America

José Luis Rojas-Torrijos, Francisco Javier Caro-González and José Antonio González-Alba
Additional contact information
José Luis Rojas-Torrijos: Department of Journalism II, University of Seville, Spain
Francisco Javier Caro-González: Department of Business Administration and Marketing, University of Seville, Spain
José Antonio González-Alba: University of Cádiz, Spain

Media and Communication, 2020, vol. 8, issue 2, 159-170

Abstract: This article analyses the state of the art of podcasting in the new digital landscape as well as the structures, editorial strategies, and business models of native podcasts launched in Latin America over the last few years. To this end, a multiple case study has been made to examine the way new digital outlets are using audio content. This qualitative research is made up of a variety of approaches, such as interviews, online surveys of podcasters, as well as the collection and analysis of secondary data. A specific aim of this comparative study was to include a sample of podcasts produced by thirteen emerging media platforms from eight countries registered in the directory of digital natives conducted by SembraMedia (https://www.sembramedia.org). This is a nonprofit organization dedicated to increasing the diversity and quality of Spanish language content by helping digital media entrepreneurs become more sustainable and successful. Results of this exploratory study reveal that native podcasting in Spanish is still expanding and that where the new media are small in scale, they are more oriented to the full exploitation of the narrative and innovative possibilities of this audio format and do not have responding to their target audiences’ needs as their main priority. These new media are finding different ways to become monetised (mainly content production for clients, sponsored content, sponsorship, consulting services, and advertising) and to make a profit.

Keywords: business models; digital native news media; entrepreneurial journalism; online journalism; podcasting (search for similar items in EconPapers)
Date: 2020
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.cogitatiopress.com/mediaandcommunication/article/view/2699 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cog:meanco:v8:y:2020:i:2:p:159-170

DOI: 10.17645/mac.v8i2.2699

Access Statistics for this article

Media and Communication is currently edited by Raquel Silva

More articles in Media and Communication from Cogitatio Press
Bibliographic data for series maintained by António Vieira () and IT Department ().