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

[journal article]

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 dig... view more

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.... view less

Keywords
Latin America; journalism; business concept; business service; online media; news; digital media

Classification
Media Economics, Media Technology
Communicator Research, Journalism

Free Keywords
business models; digital native news media; entrepreneurial journalism; online journalism; podcasting

Document language
English

Publication Year
2020

Page/Pages
p. 159-170

Journal
Media and Communication, 8 (2020) 2

Issue topic
Digital Native News Media: Trends and Challenges

ISSN
2183-2439

Status
Published Version; peer reviewed

Licence
Creative Commons - Attribution 4.0