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Media companies strategies of Ecuador in the context of global crisis press

Abstract:

This article is the result of research on management strategies of media companies of Ecuador facing the crisis of loss of copy sales and advertising suffers the press worldwide. In Ecuador, between november 2012 and october 2013, the sale of hard copies but also it reduced the number of readers. The case analysis of a sample of four daily local, provincial, regional and national coverage shows that its strategy is to maximize the profitability of the paper and the web simultaneously. The strategy analysis was performed using the technique of “real sequence”.