Estudio de factibilidad económica y financiera para la implementación de un diario regional por zonas económicas de planificación en Ecuador.

Abstract

This paper seeks to determine the economic and financial feasibility of regionalizing the news of an Ecuadorian newspaper. For this purpose, the integral process of production and distribution of a regionalized newspaper was studied. Likewise, the conditions of the newspaper industry and business were analyzed. It was found that a regional newspaper would enjoy greater proximity to its readers, which is highly attractive to advertisers, constituting an opportunity to generate additional sources of income. To quantify the surplus/deficit of the project, an analysis was carried out to determine the target market of the regional newspaper. Finally, once the target market was identified, as well as the direct competition of the regional newspaper, the marketing mix of the newspaper and a business model proposal were defined, as well as the premises for the preparation of the projected cash flow.