Content is key to non‑proft digital media strategy

Abstract

This research aims to determine the type of content ofered by non-proft digital media, determining whether this content is diferent 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-proft and 30% non-proft). This data from SembraMedia’s digital media list showed that non-proft media is having a social impact. As such, it was relevant to address non-proft media as an organisational model compared to for-proft 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-proft digital media show signifcant diferences in their contents when compared to for-proft ones. These diferences are found in the content (environment) and in the journalistic techniques used (data journalism).