Spanish regional groups facing the challenge of marketing their podcasting production
Abstract
The impact of podcasts on society in general and on the information industry in particular is indisputable after more than twenty years. This article undertakes a comprehensive analysis of the adoption of podcasts by regional groups in Spain and the mechanisms employed for their commercialization within their respective production structures. To this end, a comprehensive analytical framework has been devised, encompassing six key dimensions: identification, formal characteristics, style and subject matter, production, distribution, and marketing. The analysis revealed that these companies are not generating revenues from direct subscriptions to their podcasts by readers of their newspapers. Additionally, they are not generating revenues through the insertion of advertising spots or through the sponsorship of certain contents, branded content, or similar actions.
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