The World Association of News Publishers (WAN-IFRA) with the support of the Google News
Initiative, and the international consulting firm Blue Engine Collaborative created a personalized
training and advisory program so that media outlets can implement concrete improvements in their strategy of reader revenue.
The 15 organizations selected to benefit from the Reader Revenue Lab are:
El Cronista (Argentina)
Río Negro (Argentina)
Perfil (Argentina)
El Colombiano (Colombia)
El Espectador (Colombia)
El Tiempo (Colombia)
La Nación (Costa Rica)
La Tercera (Chile)
El Universo (Ecuador)
Periódico AM (México)
Vanguardia (México)
El Economista (México)
El Comercio (Perú)
La República (Perú)
El Nuevo Día (Puerto Rico)
The lab consists of a four-month immersive experience, combining eight collective training sessions and 10 personalized sessions for each media outlet with a mentor assigned by Blue Engine Collaborative. The selected media participate through a multidisciplinary team where those responsible for the product, technology, marketing, and the editorial area of each organization are related. Each publisher works with a specific plan, linked to its strategic objectives. But it is not just about learning theory and designing a course of action. It’s about learning, sharing, experimenting, and improving the revenue model during the program.
“We are very pleased with the launch of the Reader Revenue Lab for Latin American media. We
hope that with this initiative, participating media can obtain the fundamental knowledge necessary
to bet on the growth of their income per reader as another step to achieve results of business, while sharing good practices among participants,” highlighted Olga Britto, Director for Iberoamerica at WAN-IFRA.
Connie Niebuhr, manager of relations with the Latin American news industry at Google, pointed out that, “At the Google News Initiative we support these type of initiatives because we believe that they are essential so that the media can work in a personalized way in identify areas of opportunity and implement improvements in their digital strategies, in order to strengthen their business models. “This is a program where we see concrete results, and a positive impact not only on the media but also on its readers.”
The laboratory is developed over a period of four months. The program consists of training sessions on topics such as essential aspects of readership income, agile methodologies, value proposition and acquisition in digital assets, conversion and UX, newsletters and email marketing, and retention. In addition, personalized mentoring sessions are contemplated, where the consultant will help them advance on the specific topic identified to work on during the program, based on their needs. It is clear that the sessions are not conferences, but interactive workshops in which teams from different media collaborate with each other and share their case studies. These sessions are complemented by audits and data collection and interpretation. The different teams form a community with the coaches and the conversations continue far beyond the shared sessions.
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