Digital native magazines in the field of Sports in Spain: the case of MARCA Plus

Abstract

Since its appearance in the summer of 2014, MARCA Plus has become a benchmark for digital native publications. A proof of the latter is the recognition made by Apple as one of the best 'apps' for iPad and to win the 'Digital Magazine Awards' in 2015 and 2016. This article aims to address the characteristics of this new format in the current media landscape: the one of the digital native magazines. The journal under study is one of the bets of Unidad Editorial for new technologies, having achieved an exceptional positioning in the digital market in three years. MARCA Plus stands out for its design, creativity, innovative character, interactivity and new audiovisual narratives, in addition to be an ideal support for new trends in advertising.

Keywords

• MARCA Plus
• digital magazine
• interactivity
• advertising
• new media
• design