Content is key to non-profit digital media strategy

Isadora Sánchez-Torné (), Francisco Javier Caro-González () and Macarena Pérez-Suárez ()
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Isadora Sánchez-Torné: University of Seville
Francisco Javier Caro-González: University of Seville
Macarena Pérez-Suárez: University of Seville

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 4, No 10, 927-945

Abstract: Abstract 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).

Keywords: Content; Digital media; Environment; Journalism; Non-profit (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-022-00358-y

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