Alternative financing for digital media. The case of Valigia Blu and its commitment to crowdfunding

This article analyzes the relationship between the presence and the value of engagement in journalistic projects and crowdfunding. The case study is Valiglia Blu magazine and its 2021 financing campaign. The methodological basis is the case study and the quantitative and content analysis. The 262 publications of the campaign resulted in a total of 8,245 actions of the metrics considered for measuring engagement, which are distributed into 88.59% of likes; 3.81% of comments and 7.6% of retweets; and a general engagement/publication ratio of 31.35. We can conclude that Valigia Blu is a media that covers a very defined need in an increasingly polyhedral market. It has been shown that the correlation between private interests and the media makes the engagement to financing transferable