El papel de los anunciantes en el origen, consolidación y decadencia de la prensa gratuita en España

Abstract

This paper presents a retrospective analysis of the free press from its origins to the present day, focusing on the factors that contributed to its success —the audience, the content agenda, and advertising revenue—. The objective is to know the role that advertising played in the origin, consolidation and decline of one of the most important communication phenomena of the early 21st century. The data reflects how unstable it is to subordinate the survival of the media to advertising revenue alone. The interest of this work lies in the importance that financing models are having in the media with the arrival of the Internet.