How Argentine newspapers still attract subscribers during inflation

(CLO) Although most people don't pay for news, with paid subscription rates reaching only 17% in over 20 countries over the past three years, Argentina stands out as a special case with two publications attracting hundreds of thousands of paid subscribers despite its economic recession.

According to a report by the state statistics agency INDEC at the end of September 2024, Argentina's poverty rate had skyrocketed to 52.9% in the first half of 2024, compared to 40.1% a year earlier. In addition, inflation is also soaring in Argentina. However, despite this, Argentine newspapers are still able to attract a large readership willing to pay for their news.

Specifically, Clarín recently announced it has over 700,000 paying subscribers, while its competitor La Nación has 375,000. So how do these newspapers successfully persuade readers to pay for their news?

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

Flexible and clever cost wall strategy

Publishers employ various models when controlling access to digital publications. La Nación uses a flexible paywall model, where readers can access some articles for free before having to subscribe for a fee. The system also analyzes reader behavior to provide relevant content, encouraging them to subscribe sooner.

Agustina Roncaglione, director of digital subscription collection at La Nación, said: "If readers are interested in articles about politics or economics, we will make the paywall appear sooner." This means the algorithm will analyze which readers are actually interested in reading their news in order to charge a fee.

Clarín adopts a similar model, allowing users to read a number of articles for free before requiring a paid subscription. Javier Kraviez, Clarín's Chief Digital Officer, said they have experimented with various models and are now employing a flexible strategy to attract readers.

Exclusive content for subscribers.

Both Clarín and La Nación offer exclusive content to subscribers, a key factor in encouraging users to pay. La Nación collaborates with newsrooms to develop special events and newsletters exclusively for subscribers, while Clarín also provides special articles and features only for members.

Leo Leone, Head of Customer Experience at La Nación, shared 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 programs for subscribers. Clarín has discounts on many products and services, while La Nación offers deals at supermarkets, restaurants, and cinemas. This helps subscribers feel that they are getting more value for their money.

Continuous testing

Both Clarín and La Nación are constantly experimenting with different strategies to attract new subscribers. Kraviez says that experimentation is a crucial part of the process, and they continuously evaluate the effectiveness of each tactic. They also adjust their communication channels and content to suit the needs of their readers.

Quality journalism remains the top priority.

Despite attractive promotions and offers, both La Nación and Clarín emphasize that journalistic quality 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 content quality, regardless of economic difficulties.

Despite facing high inflation and deep political polarization, both newspapers persevered in pursuing their mission. Kraviez emphasized: "The ethical mission of the media is extremely important, especially in the context of rampant misinformation."

With this unwavering commitment, Clarín and La Nación have demonstrated 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