Abstract
Advertising has not only commercial value, but also it reflects a social environment of a bygone society. Therefore, its conservation is critical. This text explains the experience of Madison, a tool designed by The New York Times to create, collaboratively, a digital archive of advertising, in this case, from the main newspaper in the world. In addition, advertising heritage preservation in a sample of Spanish newspapers is studied. It is shown how Madison works, its presentation and how readers can contribute to its improvement. To know the situation of the Spanish newspapers regarding the digitization of their archives, a self-administered questionnaire is designed and contacts are with the persons in charge of information archive or commercial directors of the newspapers with the higher advertising revenues. In the Spanish case, none of the media gives special attention to advertising heritage conservation. Technical and economic barriers impede their differential treatment of information content, so that just accidentally old advertising pieces can be accessible among the set of pages of the newspaper.
Highlights
[en] Advertising as a claim for the media: the case of Madison in The New York Times and its relationship with some Spanish newspapers
C.; Hernández Ruiz, A. et al Rev. gen. inf. doc. 27(1) 2017: 11-23 of information content, so that just accidentally old advertising pieces can be accessible among the set of pages of the newspaper
Contrario a lo que piensan la mayoría de los consumidores, es una de las actividades fundamentales de cualquier país
Summary
La publicidad del siglo XXI vive encadenada en una transformación, que lejos de asentarse e identificarse como en las décadas anteriores, está experimentando cada día para descubrir cuál será su lugar definitivo. Quizás ni tenga el futuro que ahora muestra y, hasta ni siquiera tenga futuro, porque a los medios de comunicación se les está acabando la publicidad, que ahora se encamina a los digitales, especialmente las redes sociales que es el único medio que tienen para financiarse. No es menos cierto que a nivel profesional se inventa cada día algo para hacer atractivos los medios que ahora pierden su poder frente a las redes sociales. Y en todos esos momentos aparece un producto o servicio, así que nos pareció inteligente ofrecer a los anunciantes la posibilidad de interactuar con los espectadores justo en ese momento”, señaló Gertjan De Smet, director artístico en These Days y cocreador del concepto, en un documento publicado por el CEO de la Agencia Erwin Jansen. Se estudia cuál es la situación en los periódicos españoles que ya han digitalizado sus fondos, incluyendo o no la publicidad
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