Sánchez Torné, IsadoraCaro González, Francisco JavierPérez Suárez, Macarena2024-01-032024-01-032023Sánchez Torné, I., Caro González, F.J. y Pérez Suárez, M. (2023). Content is key to non‑proft digital media strategy. International Review on Public and Nonprofit Marketing, 20 (4), 927-945. https://doi.org/10.1007/s12208-022-00358-y.1865-19841865-1992https://hdl.handle.net/11441/152919This 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).application/pdf19 p.engAtribución 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/ContentDigital mediaEnvironmentJournalismNon-proftinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/openAccesshttps://doi.org/10.1007/s12208-022-00358-y