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Management Strategies and Online Communication Tools for Value Creation in Media Companies

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Media and Metamedia Management

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 503))

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Abstract

This chapter seeks to clarify the way in which media companies can create value in a digital context and maintain the competitive advantage that the strength of their brand gives them. Based on a literature review, we have identified some of the possible strategies and tools to manage the brand value of media companies. These strategies and tools are those that have to do with the management of corporate communication through the Internet. Furthermore, the La Vanguardia case study shows us how one of the main news brands in Spain manages its value. The chapter suggests that future research analyze the effectiveness that the implementation of a communication system based on corporate social responsibility (CSR) could have to generate credibility and brand value. Specifically, it proposes an analysis of the utility that digital platforms in which news brands are already present could have in that communication.

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Notes

  1. 1.

    One-hour interviews, conducted in May 2014, about the editorial organization, editorial principles, management of quality and communication, and understanding that the members of the newsroom have about the identity and mission of the brand. Those interviewed were Enric Sierra, Deputy Director of LaVanguardia.com; Txema Alegre, Chief Editor of LaVanguardia.com; Josep Maria Calvet, Information Chief of LaVanguardia.com; Joel Albarran, Cover Chief for LaVanguardia.com; Sílvia Colomé, Head of Multimedia Production for LaVanguardia.com; Toni Rubies, Head of participation for LaVanguardia.com; and Patricia Ventura, Social Media Manager for LaVanguardia.com.

  2. 2.

    One-hour interviews, carried out in May 2014, about the strategic principles that affect the editorial organization, the editorial principles, the management of quality and communication, and the understanding that the members of La Vanguardia have about the identity and mission of the brand. Those interviewed were David Cerqueda, General Director of Digital Business for Grupo Godó (ADM and IDM); José Luís Rodríguez, Managing Director of LaVanguardia.com; Ismael Nafría, Digital Innovations Director for ADM; Ferriol Egea, Head of Web Analytics for LaVanguardia.com; María Boria, Head of Subscriptions for La Vanguardia Ediciones S. L.; and Óscar Ferrer, Director of Marketing for La Vanguardia Ediciones S. L.

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Authors and Affiliations

  1. Universitat Internacional de Catalunya (UIC), Barcelona, Spain

    María Victoria-Mas & Iván Lacasa-Mas

Authors
  1. María Victoria-Mas
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  2. Iván Lacasa-Mas
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Correspondence to María Victoria-Mas .

Editor information

Editors and Affiliations

  1. Faculty of Communication Sciences, University of Santiago de Compostela, Santiago de Compostela, Spain

    Francisco Campos Freire

  2. Faculty of Social and Communication Sci., Universidad de Vigo Faculty of Social and Communication Sci., Pontevedra, Spain

    Xosé Rúas Araújo

  3. Faculty of Science Communication, University of A Coruña Faculty of Science Communication, A Coruña, Spain

    Valentín Alejandro Martínez Fernández

  4. Faculty of Communication Sciences, University of Santiago de Compostela, Santiago de Compostela, Spain

    Xosé López García

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Victoria-Mas, M., Lacasa-Mas, I. (2017). Management Strategies and Online Communication Tools for Value Creation in Media Companies. In: Freire, F., Rúas Araújo, X., Martínez Fernández, V., García, X. (eds) Media and Metamedia Management. Advances in Intelligent Systems and Computing, vol 503. Springer, Cham. https://doi.org/10.1007/978-3-319-46068-0_33

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  • DOI: https://doi.org/10.1007/978-3-319-46068-0_33

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-46066-6

  • Online ISBN: 978-3-319-46068-0

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