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RED/ACCIÓN keeps audience in the middle of its product strategy

By Shelley Seale

INMA

Austin, Texas, USA

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RED/ACCIÓN hacks extreme negativity into solution journalism, with the result of publishing human journalism influenced by audience participation. The issues the company focuses on include climate change, gender equality, education, social inclusion, and health.

INMA Product Initiative Lead Jodie Hopperton talked with Chani Guyot, CEO of the Argentinian media company, about product strategy during day one of the INMA Latin America Conference.

INMA Product Initiative Lead Jodie Hopperton talked with Chani Guyot, CEO of RED/ACCIÓN, about the audience-centered product strategy.
INMA Product Initiative Lead Jodie Hopperton talked with Chani Guyot, CEO of RED/ACCIÓN, about the audience-centered product strategy.

Guyot explained the product approach of RED/ACCIÓN is like a four-legged table with the audience in the middle:

  1. Journalism.

  2. User experience.

  3. Technology and data.

  4. Business.

“One of the problems we have to understand with product in media is that we are naturally always biased by our journalism and content approach,” Guyot said. “Quality content is essential, but it’s not enough. This product approach helps us build around this.”

The company's product approach is like a four-legged table: journalism, user experience, technology and data, and business.
The company's product approach is like a four-legged table: journalism, user experience, technology and data, and business.

The product portfolio at RED/ACCIÓN includes:

  • Newsletters: The company started with one and evolved to 12. It stopped using Mailchimp to create a better experience through design and UX. Newsletters are the starting point of the conversion funnel and an excellent way to get e-mail addresses.

  • Technology and data: When they migrated from Mailchimp, they also moved from its dashboard into a studio-owned data dashboard, which provides better and more dynamic data.

  • Business: ad sales, consumer sales, and business models. 

“We understand better the complete journey of our subscriber,” Guyout explained. “We got here because we started with the idea that it's not up to quality journalism. That is essential of course, but you need to create a sustainable and impactful media.” 

The Latin American Conference continues on Friday.

About Shelley Seale

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