| dc.description.abstract | The proposal of this work is to know the result of the level of public acceptance of the evening cuencano media newspaper La Tarde.
For this reason in the first chapter presents the background of the birth of the press and its incorporation in Cuenca around 1822.
Prior to entering into an analysis of the media itself, it is a tour of the main theories of journalism: mirror theory, Newsmaking, gatekeeper, agenda setting, instrumentalist, spiral of silence, among others.
In the second chapter examines newspaper La Tarde, logo, market research, readers profile, competitive analysis, “SWOT” analysis, and structural analysis detailing the printing process, technical, evaluative and news.
The third chapter focuses on the analysis of the preference of readers, reading frequency and preferred times, uses digital media, her favorite sections, and other sections that implement aspects to measure the degree of satisfaction in the presence of this newspaper Cuenca.
We applied a survey in parishes: Gil Ramirez Davalos, El Sagrario and San Blas, in which data were collected using a predesigned questionnaire applied in a universe of 147 people. Among the study's results despite a few years of creating Evening, we found that its presence in the market is not completely solid, preventing expand their market. | |
