The general-interest digital press as advertising platform: Changes in its business model L Maestro Espínola [CV] [ ] [ ] Universidad Internacional de La Riojalidia.maestro@unir.net JV García Santamaría [CV] [ ] [ ] Universidad Carlos III de Madridjosevicente.García@uc3m.es MJ Pérez Serrano [CV] [ ] [ ] Universidad Complutense de Madrid -mariajoseperezserrano@pdi.ucm.es AbstractIntroduction. The relationship between the press and advertising has undergone a strong transformation during the digital migration. Traditionally, the press maintained a high rate of efficiency that ensured a hefty percentage of income. However, the media have also undergone a strong transformation during the years of the crisis, and although the general-interest press closed the year 2015 with 17 million daily readers, its advertising revenue continued to fail to reach a level of balance. The objective of this work is to analyse the causes of this loss of balance and examine the changes in the business model. Methods. The study adopts a qualitative approach (based on in-depth interviews with the representatives of twenty of the most important online news media). In addition, in order to increase the scientific strength of the project, an in-depth literature review has been conducted. Results and conclusions. Although the online editions of the press have experienced a great growth in the last years, the revenue of the printed press in 2015 was 241% higher than its digital counterpart.

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Municipal transparency in AbstractIntroduction. This article aims to determine the most influential factors in the degree of transparency of Spanish municipalities, according to the Municipal Transparency Index (ITA). In particular, the study focuses on the detailed analysis of four possible factors of influence: political party, number of inhabitants, geographical location, and level of per capita income of the municipality. The conclusion is that, at the moment, and given the evolution of this Index, none of the previous factors constitutes a determinant in the degree of transparency. In order to carry out a more extensive and precise analysis it would be necessary to expand the methodological procedures followed by the Municipal Transparency Index (ITA) and include new factors of study. Methods. The study is based on literature review, in-depth interviews with a panel of experts and the study of the factors that influence the most the degree of municipal transparency. Results and conclusions. The progress experienced in municipal transparency is significant but it would be advisable to also evaluate and improve the procedures used to calculate the Municipal Transparency Index (ITA).