Last week, the Chartbeat team joined Latin American publishers from far and wide at the WAN-IFRA Digital Media LATAM conference in Buenos Aires, Argentina. In a whirlwind of 3 days days, we learned from the leading content creators in South America, conducted hundreds of product demos and joined the conversation around how data and digital tools can further develop and support journalism and the greater Publishing industry (all en Español).

But by far, the highlight of the event was a session presented by Clarín called “Chartbeat en la redacción,” or “Chartbeat in the Newsroom.”

As the largest national newspaper in Argentina, Clarín is a true market leader and a publication closely watched by others in the region for best practices and guidance to help them skip the often-times costly and lengthy learning curve. On the main stage, Juan Pablo De Santis, Head of Audience Development, and Marîa Noel Scanarotti, Audience Manager, gave an overview of how data has revolutionized Clarín’s approach to understanding their audience.

They reported on how, in just the past two years, they have grown to nearly 90 internal users that leverage Chartbeat’s Real-Time Dashboard, Subscriber Engagement data, social integrations and platform insights to investigate unique audience segments, experiment with strategy and develop a new, informed approach to audience development.  

Cell phones were raised to grab screenshots of Clarín’s final slides which stated the ultimate results of their work with Chartbeat – 44% lift in their loyal audience and 37% lift in general visitors in the past year – the impacts of an integrated approach to audience engagement and continued development with data at the center.

Utilizing Chartbeat tools, Clarín saw a 44% lift in their loyal audience and 37% lift in general visitors in the past year.

This was just one of the many inspiring presentations on the main stage of the Kirchner Cultural Center, reflective of a digital turning point in Latin American media. And, based on the overall energy, innovation, and shared opportunities throughout the conference, there is clearly much more to come in this region.

We are already gearing up for el proxímo!