“The secret ingredients I believe are oriented to creativity, knowing your audience and good content that really surprises.”
“I believe that behind every story, behind every news, behind every platform, you have an audience.”
- The formation of La Teja is creating a people-focused product that advertisers want to be a part of.
- They listened to what the consumers wanted and have experienced great growth.
The marketing manager of La Nacion, Marcela Trejos, speaks on the secret revenue ingredients behind popular daily La Teja's quick growth.
Speaker InfoMarcela Trejos is the Marketing Manager of La Nación.
La Teja has seen impressive growth in the past year. Much of the success can be attributed to La Teja’s secret ingredients — creativity, knowing your audience, and good content that surprises.
Much of La Teja’s creativity comes in the form of humour.
“Humour is a very big part of the product,” said Marcela Trejos, marketing manager for La Nacion, the Costa Rican media company that owns La Teja. “We didn’t need blood like the competition was doing.”
Knowing the newspaper’s audience is also key to La Teja’s success. The focus is on everyday people, with the goal to make every story entertaining and relevant to the community, Trejos said.
“We tried to be consistent, and persistent, making our heroes our everyday people,” she said.
The results are impressive. La Teja saw a large increase in advertising revenue and a community formed around it; that community now organises contests and gatherings.
“We made the product, we made it run, and now advertisers want to be part of it,” Trejos said.