Clarín relies on knowledge of readers for successful digital revenue stream

By Shelley Seale


Austin, Texas, United States

Like most other media companies, Clarín has seen print revenues go down, says Javier Kraviez, chief customer officer.

Speaking at the INMA Conference de Medios Latinoamerica, Kraviez added that for Clarín, digital advertising will never be as important as print advertising: “So we have to focus on our readers in order to create new revenue sources. We have to build strong relationships with our audiences, providing them with high quality content. That’s the reason why we launched a digital subscription model.”

Since launching this new model in April 2017, Clarín has reached 37,000 digital subscribers — well over its goal to achieve 15,000 subscribers by the end of 2017.

“We are very excited, and we are working hard in order to improve some features to deliver the best experience,” Kraviez said.

His advice for media companies who are considering launching a paywall is just to do it — and do it now.

“There is no reason not to try. Just be sure of one thing: Be sure to know everything about your readers — who they are, what they read. The more you know, the better your chances to be successful.”

About Shelley Seale

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