Nieman Foundation at Harvard
HOME
          
LATEST STORY
How China used the media to spread its Covid narrative — and win friends around the world
ABOUT                    SUBSCRIBE
May 5, 2017, 11:12 a.m.
LINK: economia.elpais.com  ➚   |   Posted by: Laura Hazard Owen   |   May 5, 2017

Amazon can now be your newspaper delivery guy, at least in a couple of cities in Spain: Customers in Madrid can now request copies of El Pais, the country’s largest newspaper, from Amazon Prime Now, the company’s free two-hour delivery service.

El Pais planned a few different things to market the new offering. Between April 23 and April 27, Amazon customers automatically got free copies of El Pais and Cinco Dias (the weekday business publication from El Pais parent company PRISA Noticias) with each Prime Now order they placed. From April 28 through May 14, they can get free copies of the papers by adding them to their shopping carts. Once that promotion ends, customers will pay the newsstand price. The metropolitan area of Barcelona will be added in coming weeks.

If you need news quickly, why not just go online? If you like to read the paper in print, why not just get regular home delivery? A third question I had, “If you need a paper that badly, why not just go out and buy one?” was a little silly, I realized on further consideration — it’s the appeal of not having to go out and get it yourself, duh, which is the appeal of online shopping in general and fast services like Prime Now, specifically. Still, for whatever reason, this appeal is less obvious when applied to a newspaper than it is when applied to some other kind of small, inexpensive product. (I’ve had a $3 baby thermometer delivered, but it wasn’t as if there was an online alternative I could use.)

But this isn’t about replacing home delivery, said Pedro Zuazua Gil, PRISA Noticias’ director of communications. “It’s not a matter of preferring one to the other. We believe they are complementary services,” he said. Newsstands and subscriptions work well, but “we have closed this deal to reach a new segment of clients.”

Show tags Show comments / Leave a comment
 
Join the 50,000 who get the freshest future-of-journalism news in our daily email.
How China used the media to spread its Covid narrative — and win friends around the world
China’s image plummeted in North America, but over half of 50 nations surveyed at the end of 2020 reported coverage of China had become more positive in their national media since the onset of the pandemic.
From deepfakes to TikTok filters: How do you label AI content?
How should we label AI media in ways that people understand? And how might the labels backfire?
How systems thinking is guiding El Tímpano’s reporting on health & overcrowded housing
We can design our reporting to be valuable to multiple stakeholders, build on local expertise, uncover areas in need of investigation, and identify opportunities for change.