Abstract

This study examines multiplatform content production and distribution management at VnExpress. The findings show that the newspaper operates as a digital newsroom, publishing approximately 200–260 articles per day in 2025 while expanding in-depth content, videos, and podcasts. Its “single input–multiple outputs” model enables content to be adapted across platforms. VnExpress has also reduced its dependence on social media, with social traffic projected to account for only 8–10% of total traffic in 2025, while prioritizing direct and search- engine traffic. The newspaper maintains approximately 41–50 million monthly users and strengthens internal navigation to broaden content reach. Drawing on media convergence and attention economy theories, the study concludes that VnExpress has developed a reader-centered model of multiplatform production and distribution.

Keywords: Digital transformation; media ecosystem; multiplatform communication; online journalism; production and distribution; VnExpress.