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

• Main Author: Rojas Torrijos, J. L.
• Format: Article
• Language: Spanish
• Published: Universidad de Piura 2018-03-01
• Series: Revista de Comunicación
• Subjects: sports journalism; digital journalism; innovation; internationalization; MARCA Claro
• Online Access: http://revistadecomunicacion.com/en/articulos/2018_1/7_Art.html

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.