How Argentine newspapers still attract subscribers during inflation

(CLO) Although most people do not pay for news, with subscription rates reaching just 17% in more than 20 countries over the past three years, Argentina stands out as a special case with two publications attracting hundreds of thousands of subscribers despite the country's economic downturn.

Argentina's poverty rate soared to 52.9% in the first half of 2024, up from 40.1% a year earlier, according to a report by the state statistics agency INDEC in late September 2024. In addition, inflation is skyrocketing in Argentina. However, against this backdrop, Argentine newspapers are still able to attract a lot of readers willing to pay for their news.

Specifically, Clarín recently announced that it has more than 700,000 paying subscribers, while its rival La Nación has 375,000. So how do these newspapers successfully convince readers to pay for news?

Readers of the Clarín newspaper in Buenos Aires, Argentina. Photo: Reuters

Flexible and clever paywall strategy

Publishers use different models when it comes to controlling access to digital publications. La Nación uses a flexible paywall model, where readers can access some articles for free before they have to subscribe. The system also analyzes reader behavior to deliver relevant content, prompting readers to subscribe sooner.

“If readers are interested in articles about politics or economics, we will make the paywall appear earlier,” said Agustina Roncaglione, director of digital subscription acquisition at La Nación. That is, the algorithm will analyze which readers are actually interested in reading their news in order to charge a fee.

Clarín uses a similar model, allowing users to read some articles for free before requiring a paid subscription. Javier Kraviez, Clarín's chief digital officer, said they have experimented with different models and now employ a flexible strategy to attract readers.

Exclusive content for subscribers

Both Clarín and La Nación offer exclusive content to subscribers, an important factor in encouraging paying users. La Nación works with its newsroom to develop special events and newsletters exclusively for subscribers, while Clarín also offers special articles and features for members only.

Leo Leone, Head of Customer Experience at La Nación, shares that they create live events and special newsletters to connect readers with reporters and journalists.

Additional benefits

In addition to access to news, these newspapers also offer benefits to subscribers. Clarín offers discounts on many products and services, while La Nación offers discounts on supermarkets, restaurants, and movie theaters. This helps subscribers feel like they are getting more value for their money.

Continuous testing

Both Clarín and La Nación are constantly testing different strategies to attract new subscribers. Kraviez said testing is a key part of the process, and they are constantly evaluating the effectiveness of each tactic. They also adjust their channels and content to suit their audience’s needs.

Quality journalism remains a top priority

Despite attractive promotions and incentives, both La Nación and Clarín emphasize that the quality of journalism is the most important factor in attracting readers. Clarín is committed to providing accurate and reliable information, while La Nación focuses on informational value and quality content, despite economic difficulties.

Despite high inflation and deep political polarization, both newspapers have remained steadfast in their mission. “The ethical role of the media is incredibly important, especially in a climate of rampant misinformation,” Kraviez stressed.

With this consistency, Clarín and La Nación have proven that quality journalism and the right strategy can help them attract hundreds of thousands of subscribers in a challenging market like Argentina.

Ngoc Anh (according to Reuters Institute)

Source: https://www.congluan.vn/cach-nhung-to-bao-argentina-van-thu-hut-duoc-nguoi-dang-ky-trong-boi-canh-lam-phat-post323308.html