- Journalism. EL MUNDO launches Premium: the best content for the most loyal readers
EL MUNDO newspaper has been selected to participate in the Google News Initiative (GNI) Subscriptions Lab, in collaboration with the International Media Association (INMA), and FT Strategies , the consulting firm of the Financial Times (FT).
The Google initiative aims to improve every step of the subscription process, from discovery to reader conversion and retention, always under the prism of the success of the Financial Times. The Google News Initiative expansion in Europe is designed to help European newspapers strengthen the capabilities of their subscription model and thereby increase revenue. The project also seeks to accelerate, normalize and democratize best practices that have proven effective among different newspapers.
EL MUNDO is one of the eight European newspapers - of the 54 that submitted their candidacy - selected for this project, among which are also La Croix (France), Dennik N (Slovakia), Gazeta Wyborcza (Poland), The Independent ( United Kingdom), Kurier (Austria), Mitt Media (Switzerland) and RP Online (Germany). Each newspaper had to go through a rigorous selection process that included criteria such as geographic location, experience, data engineering, proven successes and future potential.
Nicola Speroni , CEO of Unidad Editorial - EL MUNDO publishing company - explains that "EL MUNDO's current business model is not sustainable in the long term if it is based exclusively on boosting the source of digital income, as many publishers already do and countries have shown us in the recent past. Spain was practically the only country that did not have a convincing payment model in a newspaper and for this reason we decided to implement a freemium model in EL MUNDO ". And he adds: "We still have a long way to go to act, fail, experiment, achieve success, change and learn a lot, but this is the way to do it, and we are facing a great opportunity to share experiences and best practices, participating in this inspiring project with partners as important as Google and the FT ".
In the opinion of Richard Gingras , vice president of Google News, "it is very important for all publishers to find ways to grow their income and thus ensure a sustainable future, especially in times as uncertain as these. This collaboration with FT Strategies and INMA will allow publishers to try and develop new business models. " "Google is committed to helping the newspaper industry in the digital age through the Google News Initiative," he says.
For her part, the CEO of FT Strategies, Tara Lajumoke , assures that her company "seeks to share its experience in subscription models with the eight selected newspapers to build its own future-oriented business strategy." "FT Strategies believes that, now more than ever, a payment for content model is essential for all journalistic companies. We are delighted to help these newspapers in the coming months and we are confident of their long-term success," he says.
The nine-month GNI Subscription Lab program includes consulting and support services to help publishers find new ways to increase revenue through their digital content. The selected newspapers will share the techniques learned and their successes with the newspaper industry within the framework of the International Media Association in late 2020.
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