In December 2023, INMA and Google News Initiative (GNI) awarded their fourth annual Elevate Scholarship to 50 news media professionals from 31 countries. This series features these impressive media professionals who are shaping our industry.

With a multifaceted educational and employment background, Carlos J. Martinez-Rivera brings a diverse set of skills and interests to the table. After earning his bachelor of communication degree in journalism and Hispanic studies from the University of Puerto Rico, he earned a master’s in Latin American studies, political science, and government, and most recently earned his MBA.

This educational background has “equipped me with the skills and knowledge to adeptly navigate complex media landscapes and orchestrate strategic growth,” he said. And it marries well with his interest in business strategies and creating high-quality journalism.

“Throughout my career, I have consistently showcased unwavering dedication to the fields of journalism and media, with a keen emphasis on driving digital transformation and fostering audience engagement,” Carlos explained. “My driving passion is the conversion of casual readers into loyal subscribers.”

Since August 2023, when Carlos stepped into the role of collaborative senior editor at Puerto Rico’s El Nuevo Día, his primary objective has been to propel digital subscription growth.

“This involves strategic planning, effective team coordination, and the initiation of compelling content strategies,” he said. “I thrive on seamless collaboration with marketing, business intelligence, and technology teams to execute initiatives that both captivate and retain our audience.”

His role also extends to influencing product development and user experience.

“Leveraging data analytics and insights, I make informed decisions to adapt content strategies, ensuring they align with audience interests and behaviour,” Carlos explained. “In essence, I serve as a bridge between editorial content and the business aspects of news media, working to strike a balance that sustains the financial health of our news organisation while upholding journalistic integrity and audience engagement.” 

As an Elevate Scholarship recipient, Carlos said he looks forward to furthering his business skills to help him find continued success in the changing landscape of news media, particularly as it pertains to subscriptions. He’s looking for a greater understanding of subscriber acquisition and retention strategies, looking at not just the financial aspects but also the content that drives engagement and loyalty:

“Learning to craft effective pricing models, develop targeted retention initiatives, and employ innovative approaches to grow our subscriber base would be invaluable.”

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