Diario Médico: origen, evolución y situación actual en soporte papel y online = Diario Médico: origin, evolution and current situation in paper and online support
Abstract
Resumen: Entre los supervivientes en España del modelo de prensa de distribución gratuita figura la publicación especializada Diario Médico, que lleva 25 años divulgando temas médico-sanitarios entre profesionales del Sistema Nacional de Salud. Se acomete un estudio exploratorio-descriptivo para indagar en sus orígenes y situación actual, prestando atención a su labor en papel, a través del producto impreso, y en Red, a través de diariomedico.com. Se seleccionan como técnicas la entrevista con su subdirector y el análisis de sus productos. El formato mixto define a Diario Médico: mantiene su compromiso por ofrecer información en papel, a pesar de haber reducido la periodicidad de diaria a semanal; reconduce a sus lectores en papel a Orbyt, quiosco de prensa digital del grupo promotor, Unidad Editorial, donde ofrece diariamente unas siete páginas en pdf con información para suscriptores; y está en la Red, con una edición que se abre a la participación del usuario. El tono divulgativo de sus contenidos y su utilidad para la sociedad, unido al creciente interés del público no especializado por la medicina y salud llevan a este medio, a nuestro parecer, a tener un doble público objetivo: la sociedad en general y los profesionales del Sistema en particular.
Palabras clave: Medicina; Salud; Medios; Diario; Especialización.
Abstract: One of the survivors in Spain of the free distribution press is the specialized publication Diario Médico, which has been disseminating health issues among professionals of the National Health System for 25 years. We did an exploratory-descriptive study about its origins and current situation, paying attention to its labour in paper, through the printed product, and in Red, through diariomedico.com. The techniques are the interview with its deputy director and the analysis of its products. The mixed format defines Diario Médico: it maintains its commitment to offer information on paper, despite having reduced the periodicity from daily to weekly; leads its paper readers to Orbyt, the digital press kiosk of the promoter group, Unidad Editorial, where it offers seven pages a day in pdf format with information for subscribers, and on the Web, with an edition that opens to the participation of the user. The informative tone of its contents and its usefulness for society, together with the growing interest of the non-specialized public in medicine and health, lead to Diario Médico, in our opinion, to have a double objective public: society in general and professionals of the System in particular.
Keywords: Medicine; Health; Media; Press; Specialization.
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