El Pas and Amazon, two giant brands, no longer walk in parallel. The newspaper of the group Haste and the North American technological company signed during the past spring an agreement that admits many different interpretations: the users of Prioritize Now, the service of Amazon that realises shipments in two hours, will be able to enjoy the same also to buy and to receive the written press. But this alliance leaves in the air many questions: In what place they are the quiosqueros? Be able this will comfort to mitigate the apparently terminal disease of newspapers in format paper?
Initially, the union between El Pas and Amazon only can be enjoyed in the metropolitan area of Madrid and Barcelona. In addition, few weeks after the announcement in this agreement, other heads of the group Haste as Ace (daily sport) and Cinco Das (half economic) could also be distributed through Prioritize Now. As a test, and to present the service between those who use the distribution habitually express of Amazon, the Internet giant sent an inaugural promotion: all the orders realised within the area of influence with Prioritize Now received from gratuitous way the newspaper during the first weeks.
A recent study of IPG Mediabrands considers in a 6% the fall of the publicity in average forms in Spain for year 2017. It is, in addition, the only negative note within a bullish advertising market, with investments in increase in all the other supports and formats. That, together with a EGM that the past month of December based in a 16% the loss of readers of El Pas in paper in only a year, creates a broth of culture amply known by the professionals of the sector: infinite red numbers, adminisering extreme unction to dismissals and an uncertainty of resources and groups that repel, as a whiting that bites the tail, in a product with more and more low quality levels.
More of a 30% of the Spaniards, according to the barometer of the CIS of the past September, it affirms to read never or almost never a newspaper. Decreasing sales, influence falling in mincemeat, confidence of the reader in historical minimums and a digital mediatic panorama in height: now or never for traditional means.
Each train that escapes without a classic head rises in the direction of something unknown perhaps and novel it is a missed opportunity does not stop to save a model of business on the lapsing, but to re-invent themselves and to include an unexplored land until now, attracting a new public and opening therefore the door to the entrance to the only thing that it can save the traditional press undertakings: new routes of income.
El Pas and Amazon: a marriage with objectors
After yes I want between El Pas and Amazon, anybody did not want to be silent for always: the quiosqueros. A union that has lived historically under protection of the sales on press and magazines, to which the crisis of the media has affected of direct form and that sees in this new alliance another shovel digging in its hole.
The perspective to secure an increase of newspaper sales because people can receive it in her house in just awhile is a hypothesis. The certainty that hides after that conjecture is the one of a quiosquero that sells a newspaper less. In fact, different associations from press salesmen threaten quickly hiding the head in their establishments if the agreement continues effective. CONATO of orchestrated sectorial boycott before which they consider an offense after all a life of businesses of the hand.
A few unfruitful meetings later, the negotiations between El Pas and the quiosqueros follow o'clock dead: the newspaper is not able to convince the traditional distributors of press of which its agreement with Amazon will not affect to the kiosks; the salesmen, although deny that they are going to restrict the freedom of the buyers to choose the newspaper that want, are not happy with the alliance.
Check to one third part of the sales
More than a quarter of the 192,000 units that El Pas sells daily in Spain according to the OJD it is distributed in Madrid. Number that, although it is less than half of which it was registered one decade ago (435.000), still supposes a volume superior to the one of many newspapers in the good years of the media.
The distribution in the capital, added to which takes place in Barcelona (the other city in that the service of El Pas and Amazon works), supposes one third part of all the newspapers that the head leader quickly sells in all Spain. That is to say, a possible indecisive collision between means and quiosqueros does not interest to any of the parts. Meanwhile, a good number of readers will be able to read the newspaper in paper without having to leave house to go search it. Or to save to the media or to sink to the kiosks.
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