Paradigmatic innovation in European cultural journalism: the pursuit of sustainability

This article examines paradigmatic innovation (innovations in business models, mindsets and organizational values) European cultural journalism. I hypothesize that acts as a driver for innovations product, process positioning, address two research questions: 1) How are the media innovating regarding their paradigm, both general specifically culture section? 2) does affect overall editorial including scope coverage, product processes? Findings suggest we witnessing paradigm shift models digital environment, challenging traditional boundaries related to branded content expanding revenue sources beyond core. conclude is firstly which impacts sustainability, products processes, well brand positioning extensions. The proposes four types of based on analysis.