Unidad Editorial as a ‘case study’ on the limitations of horizontal integration in the press sector

Abstract

The use of sales promotion and collections has taken root in the recent years in daily newspapers. The good reception of the promotions launched by national newspapers has changed a specific commercial tool, useful to increase the sales of papers in a critical moment, in a new line of business that brings big profits. It has led to a promotional overkill that has saturated the market and run the risk of losing the reader.