Article

The digital strategy of internationalisation of Marca in Latin America. Study case of MARCA Claro in Mexico

https://doi.org/10.26441/RC17.1-2018-A7

Abstract

This article is a thorough analysis of the content plan and digital strategy developed on the web, mobile app and social media for the launching in Mexico in 2017 of MarcaClaro.com, a new multimedia platform created by the sports daily newspaper Marca in order to internationalise and consolidate as a leading sports outlet in Latin America. For that purpose, first there is a content analysis of pieces of information (priorisation of topics and events, new formats and storytelling) published on the web during its first five months of life and selected through a random simple and, secondly, there are in-depth interviews to MARCA Claro chief editors both in Spain and in Mexico so as to know editorial keys of this transnational media partnership.

Keywords

sports journalism; digital journalism; innovation; internationalization; MARCA Claro; digital strategy

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References

José Luis Rojas Torrijos es periodista con amplia experiencia en gabinetes de comunicación y medios radiofónicos, impresos y digitales. Es Doctor en Periodismo por la Universidad de Sevilla y Profesor Asociado del Departamento de Periodismo II de la misma universidad. Líneas de investigación: periodismo deportivo, periodismo especializado, innovación en periodismo, ética periodística, uso del lenguaje y libros de estilo. jlrojas@us.es, http://orcid.org/0000-0002-7390-9843