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Audience changes bring challenges to Latin American media companies

By Shelley Seale


Austin, TX, United States

Luis R. Garcia, general manager of the Los Andes Journal, spoke at the INMA Conference de Medios Latinoamerica about the most pressing audience challenges for Latin American news media companies right now.

“We have to work on incomes. We have several related problems related to advertising and also to circulation,” Garcia said. “What we are working on is how to diversify this line of incomes.”

The news media company primarily is focusing on partnerships and monetising its audience — including working on lost circulation numbers.

Garcia also spoke about the way in which the digital age changed audience and revenue realities at the Los Andes Journal in recent years.

“In the past five years, we have had to cope with two problems,” Garcia said. The first of these is related to the audience: “We used to work with newspaper audience, and now we have to learn about digital audience — and that makes us work in a different way to interact with audience.”

They are working on monetising this audience, to make the company stronger than it was five years ago. They are focused on interacting with a different kind of population, including those who are concerned with health, education, and security issues.

“These affect the whole population of Mendoza, in this case, and there is a way we can monetise them and new lines of income can be found.”

Second, the Los Andes Journal created a new income stream around the world of wine tourism.

About Shelley Seale

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