04 - 07 October 2021
Virtual

Digital Media LATAM 2021

PUTTING AUDIENCES FIRST

Being customer-first is no longer an add-on: it’s an imperative for survival. The different ways to talk about and address our audiences (as users, audiences, target public, or consumers) speaks volumes about what we are as an industry and the ways we serve them too. During the four days of  Digital Media LATAM we will address one of the most important things that will allow you to thrive in the new order: content is king but audiences are queen.

Digital Media LATAM 2021

October 4 Monday

09:00

The “audience-first” approach of grupo PRISA: Audio at the core

Mexico City time

PRISA Media is working toward more agile, collaborative and efficient management, leveraging synergies between its brands. Digital transformation is a priority for the company’s roadmap. They have a new organizational structure to encourage more agile and efficient management, based on digital transformation and the convergence of resources around seven cross-sectional platforms, audio being one of them. The aim is to  maximise  efficiency and synergies, offering a service to all brands and ultimately allow them to focus on bringing value to their audiences. As the PRISA Chairman recently said: “The objective of this structure, is to help to proactively align ourselves with our subscribers, readers, listeners and advertisers; maximize the value of our content and audience; encourage interaction between brands; make our working culture more collaborative and agile, and underpin it with data to make it more efficient”  In this session their newly appointed  Chief Audio Officer will tell us what the group’s plans are for  non linear audio formats.

Moderator
Managing Editor, Multimedia, LA NACION, Argentina
Speakers
Chief Audio Officer, PRISA Media, Spain
10:00

Robot Journalism: Reaching thousands of new readers in seconds

In Latin America, news publishers in markets from Argentina to Colombia and Mexico have begun using automation technologies to increase hyper local coverage, driving new revenue from targeting and subscription services to personalisation and content automation. In recent years, early news automation advocates, like El Espectador in Colombia, have opened the door for the industry – big and small – to find smart ways to use these new products and build a new data culture in the newsroom. In order to really leverage news automation, publishers are beginning to see the need to have a clear strategy for how you use it.

Moderator
Head of Sales Latam, United Robots
Speakers
Director General, El Espectador, Colombia
Sponsored by
12:00

LATAM most innovative newsrooms: how to become an audience-centric, digital-first operation

Mexico City time

Transforming organisations is hard and quite often thankless, but critical for the sustainability of the business.  Organisations must create dynamic and appealing audience-first products while renewing the organisation. In this session, veteran Selymar Colon (one of the most influential latino women in media in the US) will talk to Editors in Chief José del Río and Andrés Mompotes, of LA NACION and EL TIEMPO about how they brought together strengths of editorial, tech and engineering to create LATAM’s most  agile, diverse and dynamic news operations.

 

Moderator
Director, Digital Strategy, GFR Media, Puerto Rico
Speakers
Editor-in-Chief, LA NACION, Argentina
Editor-in-chief, EL TIEMPO, Colombia

October 5 Tuesday

09:00

PRODUCT AS A DISRUPTOR

Mexico City time

In a fast paced world where breaking news is a commodity, savvy audiences demand a more holistic, seamless and well designed approach to the way they are able to consume news. Operations of many legacy media newsrooms have been disrupted by new news delivery products, like newsletters, mobile apps, websites, new systems, processes and platforms. Amid this turmoil, is a demand for more agile working environments. This has  spawned a culture and way of thinking and working where the term “product” encopasses a new, essential discipline in media companies. Product culture recognises that every media product competes for people’s time and attention. It is  time to harness the power of the product culture to reach and engage more paying audiences to ensure a sustainable future.

 

Moderator
Director of Innovation and Digital Product, Vocento, Spain

Product culture: MACU-focused thinking

While the Wall Street Journal’s Chief News Strategist and Chief Product & Technology Officer, Louise Story was  pivotal in advancing the organisation’s  digital transformation, broadening the reach and impact of the brand’s journalism. Through her  approach of  Members, Audiences, Customers and Users (MACU),Louise introduced new skills, capabilities and ways of thinking that enriched journalistic work and dramatically improved members’ experience with products, technology and data. The MACU approach helped create multidisciplinary teams with experts from different areas who worked together from the beginning to achieve common audience-oriented goals.

Speakers
Author and Former Chief News Strategist and Chief Product & Technology Officer, The Wall Street Journal, USA
10:30

Driving Value Through Digital Transformation

Mexico City time

Now, more than ever, digital transformation has been accelerated, and Facebook has been working closely with news organizations to help them build audiences, connect communities, experiment with new formats, and develop long-term sustainable business models. In this panel, Allen Chahad (Head of Product at Vibra), Cecilia Bazán (Coordinator for Facebook Lab by FOPEA),  Claudia Cruz (Reuters Institute Fellow), Enrique A. Gómez (Director of Operations at Grupo AM)  and Sérgio Ludke ( Academic Coordinator of ABRAJI Training courses) will share insights about this digital transformation journey and the opportunities and value built through the platform.

Chair
Lead of News Partnerships, Facebook, Brazil
Speakers
Reuters Institute fellow
Journalist and Project Manager, coordinator for FacebookLAB program for journalists managed by FOPEA
Director of Operations, Grupo AM, Mexico
Editor-in-chief at Projeto Comprova, Academic Coordinator of ABRAJI Training courses and manager of Atlas da Notícia research team at Projor
Head of Product, Vibra, Brasil
Sponsored by
12:00

How to make your newsletter a killer product. Lessons from Quartz and The New York Times

Mexico City time

The power of newsletters is undeniable. That is whyThe New York Times and Quartz have invested a huge amount of effort in creating and innovating newsletters as a way of getting  inside the audience’s home. What can we learn from them  about their creation,  innovation, monetization and audience retention? How do newsletters influence how the teams are managed? What are the most appropriate formats? What is the future of newsletters?

 

Moderator
Professor & Fellow, University of Oregon, Columbia University, USA
Speakers
Editorial Director of Newsletters, The New York Times, USA
Product Director, Quartz, USA
13:00

LATAM Digital Media Awards: winners announcement

Mexico City time

Stay tuned for the winners of  WAN-IFRA’s LATAM Digital Media Awards after record entries of more than 150 innovative projects from 48 companies and 11 countries..

We will again honour small or local media in each category so that the competition reflects companies whose resources and conditions are smaller than those of large media outlets.are not in equal conditions and resources compared to larger media outlets.

Stay tuned for the winners!

October 6 Wednesday

09:00

How to future-proof advertising revenue. Lessons from regional trailblazers: UOL and O Globo

Mexico City time

Despite increased focus on reader revenue models, publishers have not abandoned advertising as a core, long-term revenue stream. Most have not because advertising still makes up the majority of revenues. And the transition to a more audiences-first, paid-content strategy, which makes perfect sense going forward, is neither easy, nor quick. But publishers are in a great position with a historical subscription base and a growing digital one as they have harvested invaluable first-party data. That will be key when advertising cookies are abandoned. So what strategies work best in advertising? Reader revenue strategies lends itself to segmented, LOYAL audiences which is ideal for premium advertising offers and premium ad clients – particularly if you are a national publisher. But it also doesn’t mean that you have to give up totally on volume or reach.

Speakers
CEO, UOL, Brazil

Digital ad revenue beyond CPMs: Delivering Brandformance – how to measure more than impacts in branded content strategies

Speakers
Sales and Digital Development Director, Editora Globo, Brazil
10:30

Publisher toolbox. Latin American Reader Trends to Watch in 2021

Mexico City time

What the shifting landscape of the pandemic has meant for content discovery and readership, and how newsrooms can adjust their strategy to win more attention. Join this session for a deep dive into trends across Latin America and how those patterns differ from the rest of the world.

Sponsored by
12:00

El Heraldo de México's digital adventure: betting on programmatic advertising and verticals

Mexico City time

In this session, Armando Kassian,  El Heraldo de México, and Ezequiel Arbusti, WAN-IFRA’s Associate Consultant in Latin America, will explain how the company’s digital area bet on an audience growth strategy with the objective of obtaining new revenues through programmatic advertising. By optimizing the distribution of its content and launching thematic verticals, revenues increased and accompanied the expansion of the digital editorial team, making it one of the fastest growing areas of Heraldo Media Group.

Moderator
Strategic Partner Manager, Online Partnerships Group, Chile
Speakers
Digital Director, El Heraldo de México, Mexico
Associate consultant, WAN-IFRA, Mexico

October 7 Thursday

09:00

Growing revenue by building loyalty and retaining audiences

Mexico City time

Subscriber and member retention is paramount for a reader-revenue driven future. It’s one thing to get users to subscribe, but keeping them is imperative.  A recent Harvard Business Review study found acquiring a new customer was between five and 25 times more expensive than retaining an existing one. That’s why t keeping customers interested and engaged needs a retention-first mindset so as to stop churn.

We discuss some of the best retention strategies, how you can make the most of subscription revenue, what are the best tactics to look “beyond retention” and ultimately understand who our customers are and what motivates them to interact with content and continue to engage with it.

Moderator
Director of Insights & Editor-in-Chief, WAN-IFRA, Germany
Speakers
VP, Consumer Strategy & Growth, The Atlantic, USA
VP, Digital Subscriptions, MediaNews Group, Inc, USA
10:45

Google's and the Google News Initiative's impact on the LATAM news ecosystem

Mexico City time

In bringing the GNI initiative to Latin America, Google had the opportunity to partner with media organizations across the region to help them address the challenges of digital disruption together. As we reaffirm our commitment to working with the information sector to drive sustainable growth, raise the quality of journalism and empower with new technologies, we present our impact this year, some success stories and our plans.

Speakers
News Lab Lead, Google News Initiative
Sponsored by
12:00

How the Boston Globe uses data to maximize subscription revenue

Mexico City time

Speakers
Consumer Analytics Manager, The Boston Globe, USA
Audience Growth & Digital Strategy Director
12:30

Road to a million subscribers: Schibsted's growth strategy for the future

Mexico City time

Almost two decades ago, Schibsted led the reader revenue journey when, amid much skepticism, it launched Aftonbladet Plus. Today Schibsted has over  one million digital subscribers. It has ambitious plans to continuously serve its audiences by increasing the breadth and quality of its  journalistic products and expanding the offering to subscribers with new content and formats. In this session we will hear first hand of their journey so far and the current subscription strategy.

Speakers
SVP for Consumer and subscriptions, Schibsted, Norway
Director of Insights & Editor-in-Chief, WAN-IFRA, Germany

Sponsors

Partners

Contact

Daniela Peña

Project Executive

daniela.pena@wan-ifra.org

Mexico City

Raquel González

Senior Project Manager

raquel.gonzalez@wan-ifra.org

Madrid, Spain

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