When Argentinian newspaper La Voz del Interior realised top competitors were taking information it gathered about the Argentinian election, the newspaper reacted in an unusual way: by suggesting outlets work together to cover it.

Pablo Bianco, marketing manager of La Voz del Interior, spoke Sunday at the 82nd INMA World Congress about the unexpected benefits of that collaboration.

The newspaper focuses on three cornerstones: audience, money, and relationships, Bianco said. The latter is the most important to La Voz del Interior.

“We have to be where things happen — not just for the news,” Bianco said. 

The newspaper was working on developing new technology to reach a more diverse audience. In addition to a Web edition, staff members also reached out to Twitter and Facebook followers and developed a Blackberry application.

La Voz del Interior soon realised it was in a gridlock with three major competitors: “We knew we had to change,” Bianco said.

Competitors were taking political information they had gathered to use in television and other media pieces.

La Voz del Interior suggested to their competitors that they work together on the political content — working during debates to ask questions and put all of their strengths together. This was unusual because they all compete for advertising, Bianco said.

The benefits from working together were substantial. Their audience, subscribers, Twitter and Facebook followers, and advertisement revenue all increased.

The benefits also went past revenue increases. Audience and the politicians made the brand the most trustworthy media for political news in all platforms, Bianco said: “We proved that cross audience works.”