Book chapter by Dr. Fondevila et altri on digital advertising

“Evolución de la publicidad en diarios digitales: análisis comparativo” (pages 55-66. ISBN: 978-84-87175-52-7) is the scientific book chapter by Dr. Joan Francesc Fondevila Gascón, Dr. Josep Rom, Dr. Eva Santana, Dr. Jordi Botey and Dr. Pedro Mir in the book La comunicación del presente. Más allá de las pantallas. Beyond screens, coordinated by Fernando Turmo Sabés and Jose Juan Veron in Huesca Lassa and edited by the Press Association of Aragon. The book was presented at the XVII Congress-2016 Digital Journalism, on 10 and 11 March 2016.


In chapter the authors present the results of an empirical study of comparative advertising between www.elmundo.es and www.ara.cat use, reference journals in Spanish and Catalan. The researchers observed a prolific insertion of advertising resources in both papers. Banner, takeovers and sponsorship are the main resources, although the banner dominates in El Mundo before sponsorship and takeovers, and in Ara takeovers are in first place, ahead of the banner and sponsorship.

The study corresponds to the research task of the Research Group on Digital Journalism and Marketing and Broadband and Research Group on Innovative Systems Monetization of Journalism, Marketing and Digital Tourism, the CECABLE, Universitat Pompeu Fabra, the University School Mediterrani of the University of Girona, Ramon Llull University-Blanquerna and Universitat Autònoma de Barcelona. The principal investigator is Dr. Joan Francesc Fondevila Gascón.