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Asociación Técnica de Diarios Latinoamericanos
Boletín Semanal junio 23, 2019

El comportamiento de los mercados de base puede ser la solución para los medios digitales

Five best practices for creating the ideal venue to satisfy buyer and seller needs.

BuzzFeed. HuffPost. Vice. Those are just a few of the digital media darlings that have been forced to make significant cuts to their staffs since the start of the year. Many of these organizations were destined to hit a wall on their hyper-growth model as the profits simply couldn’t cover the costs of needing to contend with the likes of Facebook and Google, who not only compete for ad dollars but also consumer attention. The digital media world—once lauded as the future of media with custom publishing and native content consumption tied to pay-per-click advertising models and paywalls—has stumbled hard.

While content is (still) king, a new approach to digital media—anchored by a deep understanding of customer intent—can drive the outcomes necessary to support a sustainable business model. Performance-driven marketplaces, designed to connect both buyers and sellers in the right venue at exactly the right time, provides a high-utility service for both groups.

The reality is that buyers are better educated than ever before, investing the time to do their due diligence before making a significant purchasing decision. Demand Gen Report notes that 41% of buyers view three-to-five pieces of content before engaging with a sales rep and 77% of buyers did not speak with any salespeople until after they had educated themselves. Meanwhile, despite marketing budgets increasing, sales teams report finding new customers is getting harder. A performance-driven marketplace provides the ideal venue to satisfy both the buyer and seller needs, cutting through the noise to drive a mutually beneficial outcome. Striking this careful balance however, requires a thoughtful, customer-centric approach to drive meaningful connections and improved outcomes.

To help you navigate the evolution of our dynamic digital world, I’ve outlined five best practices for building and delivering a performance-based marketplace for long term success.

  1. The Power of Data — Leverage data to deeply understand consumer intent and create a seamless path to valuable resources. By positioning your marketplace as a reliable and accessible asset, consumers will return time and time again.
  1. Make It Easy — With a keen focus on customer needs, provide service-oriented content and tools that offer high utility value. Making it easy for intent-driven customers to gain access to the insight they need, positions your platform as the de facto venue to support strategic decision making.
  1. Keep It Real — Avoid the hype! Stay focused and relevant in the market. Study and observe purchasing behavior to understand how buyers and sellers interact with each other. Leverage this insight to build a platform that supports current behavior and seamlessly connects these audiences in a relevant and meaningful way.
  1. Bridge Success — Remember that one size fits all doesn’t work with savvy marketers. Provide a comprehensive portfolio of performance marketing solutions that drive scalable outcomes for customers. By connecting the buyer and seller at the right time with the right content, your marketplace becomes the steadfast bridge to success.
  1. Trust Unlocks Power — Most importantly, build trust with both sides of the marketplace, users and marketers. In doing so, you will cultivate an army of loyal advocates, ensuring continued engagement and long-term success.

Today’s savvy buyers crave resources that are accessible, easy to use and deliver the information needed to support strategic decision making. Meanwhile, sellers struggle to capture new leads and close deals faster in an increasingly noisy market. A carefully crafted performance-driven marketplace considers its customers’ needs first to seamlessly create meaningful connections and deliver improved business outcomes for both the buyer and seller alike. By facilitating those connections, digital media can play a critical role in supporting and sustaining businesses around the world.

Los suscriptores digitales del Tribune Publishing se incrementaron en un 40 por ciento durante el primer trimestre

Tribune Publishing grew its digital-only subscribers from 195,000 at the end of the first quarter 2018 to 283,000 in the first three months of 2019, a 45% increase, according to the company’s Q1 report.

Timothy P. Knight, Tribune Publishing CEO and president, said these numbers reflect “our continued efforts to expand digital-only subscribers and revenue. We have delivered 19 consecutive quarters of digital subscription volume and revenue growth across the Tribune Publishing portfolio, he added.

Tribune Publishing operates New York Daily News, The Baltimore Sun, Orlando Sentinel, and The Virginian-Pilot. It announced last week that Chicago Tribune had surpassed 100,000 paid digital subscribers.

Total advertising revenue and digital advertising revenue were $96.8 million and $20.8 million, down 5.5% from $22 million in 2018, respectively.

Total revenues for the company increased 2.6% year-over-year, to $244.5 million.

“Our focus on driving digital content revenue growth, coupled with the cost management actions we implemented in late 2018, enabled us to deliver significant year-over-year improvement in adjusted EBITDA, exceeding our expectations for the quarter and laying a solid foundation for our future,” stated Knight.

Digital content revenues increased 43%, compared to the first quarter of 2018.

Total operating expenses, including depreciation and amortization, in the first quarter of 2019 were $251.9 million, down 6.5%, compared to $269.4 million in the first quarter of 2018.

The company says the decrease is a result of “ongoing strong cost management partially offset by the impact of the Best Reviews and Virginian-Pilot Media Companies acquisitions.”

Tribune Publishing purchased the Virginia media brands last year.

Prensa Ibérica compra el Grupo Zeta

Tras una larga negociación, Javier Moll, presidente de Prensa Ibérica, y Antonio Asensio Mosbah, presidente de Grupo Zeta, han llegado a un acuerdo de compraventa. Prensa Ibérica se convierte en uno de los grupos de comunicación más importantes de España con más de 2,25 millones de lectores diarios en papel y cerca de 300.000 ejemplares diarios.

El Periódico de Catalunya, El Periódico de Aragón, El Periódico de Extremadura, La Crónica de Badajoz, Córdoba, Mediterráneo, Sport y La Grada se incorporan a Prensa Ibérica, que contaba hasta ahora con una red de diecisiete periódicos regionales y locales, entre los que se encuentran diarios líderes como La Nueva España, Faro de Vigo, La Provincia, Levante-EMV o Información.

En Cataluña, la adquisición de El Periódico de Catalunya y Sport refuerza de forma significativa el posicionamiento de Prensa Ibérica en la comunidad, donde ya edita Diari de Girona, Regió7 y el semanario Empordà.

Además, al incorporar Mediterráneo de Castellón, Prensa Ibérica consolida su liderazgo en la Comunidad Valenciana, en la que el grupo publica los periódicos Levante-EMV de Valencia e Información de Alicante y cuenta con dos canales locales de televisión (Levante TV e Información TV) y una emisora de radio (97.7 Radio Levante).

La compra del Grupo Zeta, fundado en 1976, también permite a Prensa Ibérica entrar con fuerza en Aragón y Extremadura, dos comunidades autónomas en las que no tenía presencia; en la primera, con El Periódico de Aragón, y en la segunda, con El Periódico de Extremadura y La Crónica de Badajoz.

La operación, que está supeditada a la autorización de la Comisión Nacional de los Mercados y la Competencia, supone además la incorporación a Prensa Ibérica de 12 revistas especializadas: Woman, Cuore, Rumore, Viajar, Stilo, Autohebdo Sport, Port, Digital Camera, Cartoon Network, Disney Channel, Neox Kidz y Like!.

En total, la incorporación de los medios del Grupo Zeta permite a Prensa Ibérica superar los 2,25 millones de lectores diarios en papel y rozar los 300.000 ejemplares diarios. Los medios del grupo alcanzan los 25 millones de usuarios únicos y los 525 millones de páginas vistas al mes en digital, según Comscore.

Prensa Ibérica ha diseñado un plan para relanzar los títulos adquiridos, reconducir sus estrategias

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