Soitu's rise and fall, a case of 'native digital' media in Spain

The structure of the Spanish online media market has experienced a deep transformation throughout 2007-2009. One of the key factors of change to be highlighted is the rise of 'native digital' media, which are trying to reach their share in a market still dominated by the online editions of traditional media. This article analyses these several of the initiatives at a national and regional level, such as Soitu. Among then, the case of Soitu stands out for its innovative approach, despite the fact that it closed down after a two year period. It is argued that Soitu's example could be regarded as a point of departure in the Spanish 'native digital' media.