Acceso usuarios
Pablo Augusto Vailati, Ana Alejandra Fuentes Cuiñas, Julieta Rocío Larrañaga
Objective: Technological changes have a regular impact on traditional media, raising constant questions about new systems and the uncertain future they mean for business models that seem to fall into disuse. The objective was to describe the relationship between the behavioural variables and perceptions of newspaper readers in print and digital format, and their perception regarding their future.
Methodology: For this purpose, a quantitative study was carried out through an online questionnaire, obtaining a sample of 503 respondents from the Buenos Aires Metropolitan Area. Multivariate analyses were applied for the analysis.
Results: The study reveals that readers of print newspapers find comfort in the physical format but feel overwhelmed by digital advertising, while digital readers consider the print newspaper obsolete, access more articles online due to their free availability, and there is a diversity of preferences regarding simultaneous activities during reading.
Limitations: There is little previous academic research on the topic. Additionally, an incidental sampling procedure was used due to the lack of a sampling frame.
Practical implications: The study highlights the importance of optimising the print format for media companies in Buenos Aires. Customised advertising campaigns for agencies and adaptation to individual reading preferences in organisations are suggested to improve communication.
