Charge for Content and Digital Culture Transformation: Agility as Strategy at El Mundo

ABSTRACT This article explores the relationship between the transformation of the digital culture of legacy newspapers and the implementation of paywalls. Its premise is the relevance of an organizational culture based on risk adoption and adaptability, as well as the correlation between the success of payment models and market conditions. This article aims to contribute to the understanding of management decisions in the stages of digital transformation. The leading Spanish newspaper in the digital market, El Mundo, serves as a case study. Findings suggest that charging for content is a factor that decisively contributes to changing the digital culture of executives.