Los editores de prensa buscan en EEUU fórmulas para frenar el desplome del sector (voz Populi)

Los analistas de todo el mundo coinciden en que la prensa diaria está destinada a desaparecer. El fallecimiento puede tardar en confirmarse 10, 15 o 20 años, pero el momento llegará tarde o temprano. Principalmente, porque la revolución tecnológica que ha tenido lugar en el sector periodístico durante los últimos años ha provocado que este producto se haya quedado obsoleto. Ante esta situación, los editores optaron hace unos años por invertir en las ediciones digitales de sus cabeceras y, a la vez, poner parches a sus periódicos impresos, que cada vez consiguen menos ingresos, pero que todavía representan una parte importante de su negocio. Con el objetivo de buscar fórmulas para contener esta sangría, una delegación de directivos de prensa ha viajado a Estados Unidos para entrevistarse con Google, Facebook y algunas personas implicadas en el sector.

La situación es muy compleja. La crisis de la prensa escrita se ha recrudecido en los últimos meses como consecuencia de la caída de la facturación del papel y de la ralentización del crecimiento del negocio digital. El Grupo Prisa lo expresa claramente en su último informe trimestral de cuentas: “El incremento de la publicidad digital y los otros negocios digitales no compensa la caída de la publicidad tradicional”.

Ante esta situación, un grupo de directivos pertenecientes a la Asociación de Medios de Información (AMI, la antigua AEDE) –presidida por Javier Moll- ha acudido a Estados Unidos para conocer de primera mano los proyectos de estos gigantes tecnológicos que están relacionados con el sector periodístico, así como para informarse sobre los planes de negocio de las cabeceras de este país, han detallado a Vozpópuli fuentes de la AMI.

La magnitud del problema que tienen sus socios -80 cabeceras nacionales y regionales- se puede observar en el último informe de inversión publicitaria de la consultora i2P. Durante los nueve primeros meses del año, los anunciantes redujeron su facturación en el sector de la prensa diaria el 8,5%. En 2016, la caída fue del 7,1%. Los periódicos, que hace una década ingresaban 2.000 millones al año en concepto de publicidad, terminarán el año con 512 millones, según las previsiones de i2P.

A esto hay que unir la caída de la facturación por ventas y suscripciones. El pasado 16 de noviembre, Juan Luis Cebrián aseguró en un desayuno informativo que la circulación de periódicos ha menguado el 60% en España durante los últimos años. Esto ha provocado la desaparición de cientos de quioscos y la amortización de otros tantos puestos de trabajo en estas empresas. Desde en las redacciones hasta en las rotativas.

Falta de consenso
Fuentes de AMI lamentan la falta de acuerdo que existe en la patronal de los editores de prensa para abordar medidas conjuntas para capear la crisis del sector.

Inciden estos informantes en que se deberían potenciar acuerdos para abaratar costes, que podrían contemplar el lanzamiento de menos ediciones, una reducción de la “paginación” o la búsqueda más sinergias en lo relativo a la impresión o la distribución de ejemplares. También se podría optar por dejar de publicar los diarios en papel allí donde no sea rentable. Por cierto, al igual que hizo Vocento en Canarias y Baleares en 2015.

Las empresas consultadas afirman que es necesario consensuar medidas para tratar de aminorar los efectos de la crisis del sector. Eso sí, “a la hora de la verdad, cada uno mira por sus intereses y cuesta llegar a cualquier acuerdo”, lamentan.

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