Marketing na imprensa

: os jornais na era digital : estudo de caso do Jornal I

Abstract

This report focuses on the case study of the “i” newspaper, a daily, generalist, Portuguese newspaper and its regards relating to marketing in the press and its adaptation to a new digital and online reality. This issue gains importance in the current context of the Portuguese press, particularly with regard to the presence of different digital media and the impact of that presence in its success. The relevance of this issue becomes more important considering its object of study: the “i” newspaper. A Portuguese newspaper, born both in paper and in digital, that still showcases features of a traditional newspaper, falling far short of its competition, leader in the digital media presence. Simultaneously, the case study establishes a firsthand look at the development of a daily, generalist, and Portuguese newspaper in the current context of both economic crisis and crises in the press market. For the completion of this report, the method used was that of the case study which gives in-depth knowledge of a case in its real context, using methodological techniques such as literature research, conducting interviews and finally, participant observation . The analysis of the data obtained allowed withdrawing relevant findings in the current context of this newspaper and its needs for future development. As such, it has been found that the paper makes use of digital media as a means of support for the printed channel, reflecting the traditional procedure of the printing press, rather than a new channel with its own characteristics and audiences. It was also found that social media is an integral and fundamental part of the marketing of a newspaper, with great power of influence in their success, as are social marketing oriented campaigns, in which we found to be imperative to incorporate the values and causes that are being supported into the company, employees and its actions. It also seems to be a need for this newspaper to invest in the development of their digital platforms, content and professionals, abdicating mass communication in favor of personalized communication, crafted and targeted to specific audiences, in which it is essential to convey the image of a only one brand, common to both traditional and digital media.

Date of Award	23 Feb 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)