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Practices for free digital content downloads in the publishing industry are referred to as a problem by cultural and business leaders worldwide. The creation of systems to protect the files, the emergence of national and international agencies to monitor illegal downloads, and the publishing industry’s reluctance to abandon the paper and embrace the digital formats, provide the context for a practice that is little studied when it comes to books. The aim of this paper is to analyze the conditions under which it occurs in Spain, examining the legal provision of content, and the availability of works in p2p networks and blogs. The hypothesis is that in the book arena, the content downloads do not have the relevance and scale they possess in music or film, and that in large part they are motivated by the lack of a legal offering that is varied and up-to-date, and by deficiencies in the sales and distribution platforms. The presence of the bestselling books in major sales platforms and in different file sharing networks is analyzed.

Digital society has caused changes in the conventional forms of advertising. The values and interactive processes associated lead commercial brands to adapt to new situations. This paper reflects on crossmedia and transmedia storytelling concepts and their use in the Latin American context. There has been a transformation built on a hypermodern society, influenced by sociotechnological devices. The main objectives of this work are to define and categorize the new advertising formats arising from this context, as well as to identify the new conceptual manifestations. Through a conceptual revision, the text shows that the traditional forms of strategic advertising planning are changing, determined by conceptual and media hyperrelation. Now there is a sense of growing consumer power, who is also an active consumer of social media and advertising. In the current Latin American context, the consumer becomes a necessary collaborator in the process of producing meaning.

Unlike most online advertising, Google opts for a purely textual model in the ads showed in its results pages. This paper presents an eye-tracking study conducted to determine if right-side graphic elements in Google AdWords affect users’ visual behavior. AdWords have been modified to contain logos and pictures. The analysis concludes that the appearance of images does not change user interaction with ads, which is attributed to the “banner blindness” effect.

This case study describes a technical-professional press in online media publishing, and the evolution of this sector from the beginnings of internet as a channel for information and publicity to the present. New online advertising formats have been added, always conditioned by advertising campaigns conducted in paper publications, and new strategies as evolving for the future, as they develop new profiles, position themselves, and compete openly with other organizations with similar characteristics.

The internet is transforming the business model of the press. Free access to online news, increased competition and the crisis of the media sector has reopened the debate on the future of newspapers in the convergence era. The object of this paper it is to examine the basis of the new business models of the press on the Net. The analysis addresses the revenue sources for online information: advertising and sale of the product. The methodology is the case study, applied to the business strategies of four Spanish digital newspapers: the online versions of two main newspapers (Elpaís.com and Elmundo. es) and two pure digital players (Soitu and Factual).