Digital Media Latam 2017: paywall, big data y video en el smartphone, claves en el futuro del periodismo

Digital Media Latam 2017
Digital Media Latam 2017

Es la segunda vez que el encuentro de la Asociación Mundial de Diarios y Editores de Noticias se hace en Buenos Aires
Es la segunda vez que el encuentro de la Asociación Mundial de Diarios y Editores de Noticias se hace en Buenos Aires. Foto: LA NACION

La jornada del miércoles del Digital Media Latam 2017 (el encuentro internacional de profesionales y empresarios del mundo periodístico, que se juntaron en Buenos Aires a discutir el futuro de los medios de comunicación) había dejado la sensación de que el futuro de las redacciones está inevitablemente atado a la adopción de tecnologías de vanguardia en el corazón del aparato productivo de noticias.

Esta idea se reforzó ayer en su jornada de cierre en el Centro Cultura Kirchner. El programa giró en torno a tres ejes centrales: La aparición del “paywall” como elemento monetizador de medios, la revolución que significa el video online en tiempos de auge del smartphone y la inclusión de conceptos como big data e inteligencia artificial en el trabajo diario de las redacciones.
Video móvil

Selymar Colón, subdirectora de Redacción de Univisión Noticias de los Estados Unidos, fue la encargada de dar el puntapié inicial con su sesión sobre video móvil. El huracán que azotó hace algunas semanas a Puerto Rico significó un verdadero punto de quiebre en la manera de realizar coberturas de catástrofes. Con un teléfono móvil, un auricular con micrófono y Whatsapp, el medio fue capaz de realizar una extensa cobertura de la catástrofe, adaptándose a las herramientas de las que hoy dispone cualquier ciudadano en su bolsillo. Esto abre, por un lado, un abanico extenso de posibilidades audiovisuales para los medios masivos; por otro lado, se trata de material que puede ser aprovechado de gran manera en las redes sociales, conectando con un espectro más amplio de audiencias.

La irrupción del video móvil significa también un cambio de paradigma en los formatos audiovisuales. El consumo en celulares, constantemente en alza, está llevando a los medios a adaptar sus producciones al formato vertical de las pantallas de estos dispositivos y al lenguaje que se maneja en cada red social, ya que cada una tiene sus propias características. Colón destacó que es importante entender las diferencias que hay, por ejemplo, entre un video en Facebook y las stories de Instagram; publicar un video con una producción más profesional, evitando las herramientas de postproducción de la propia aplicación de fotografía (y ahora también video), genera un efecto de rechazo entre los usuarios, ya que esperan un lenguaje común al del resto de los contenidos de esa red social.

Respecto al uso de redes como Snapchat e Instagram para llegar a nuevas audiencias, grandes ejemplos de su aprovechamiento fueron las sesiones brindadas por Adnan Sarwar, Community Editor de la publicación inglesa The Economist, y Torry Pedersen, director de Publicaciones del Schibsted de Noruega. El primero reveló que la publicación financiera, una de las más reconocidas y tradicionales del mundo, posee equipos en Londres y Nueva York para la creación de contenidos diseñados para estas redes sociales, especialmente fuertes entre los millenials. El segundo, que dirige la publicación digital más importante del país nórdico, fue tajante: “los medios que sobrevivan serán aquellos que sepan atraer al público más joven”. La solución es, entonces, apostar a medios modernos, amigables con la tecnología, con un lenguaje fresco y, sobre todo, un diseño adaptado a la palma de la mano, que pueda ser consumido rápidamente, pero sin resignar calidad periodística, ya que esta última es la que define que un usuario se suscriba o no a una publicación.
Paywall, la nueva palabra de moda en las redacciones

El pago de suscripciones para acceder a contenidos se ha convertido poco a poco en un modelo sustentable de generación de ingresos para los medios. The New York Times fue gran responsable de la implementación exitosa del concepto de paywall gracias al uso de una estrategia integral de oferta de contenidos, captación de nuevos usuarios e imposición de altos estándares de producción de contenidos, que generan fidelidad en los usuarios, tanto nuevos como históricos del medio estadounidense.

Ben Cotton, director de Marketing de Producto de NYT, fue el encargado de mostrar el paso a paso de la publicación en el campo del paywall y como se pasó de un concepto de “free first” a uno de “paid first”. Mediante un agresivo programa de promociones, la implementación de un amplio abanico de opciones de suscripción y una estrategia efectiva de fidelización donde se destacó sobre todo la reconocida calidad de sus producciones, el diario más famoso de habla inglesa logró superar la marca de los 2 millones de suscriptores este año y demostró que una nueva forma de sobrevivir, alejada del “clickbait” (generación de contenidos únicamente para obtener clicks) es posible. Los números hablan por sí solos: El último trimestre generó 209 millones de dólares por publicidad y 233 millones por suscripciones. Lentamente, la tendencia está cambiando.

El modelo “poroso”, que permite un acceso mensual limitado a cierto número de notas y, sobrepasada esa cantidad, presenta la opción de suscripción, permite llegar de manera efectiva a los usuarios fieles sin afectar a los llamados “golondrina”, que solo acceden al sitio pocas veces al mes. Dos hitos más a destacar del modelo pago de NYT: Sus famosas “palabras cruzadas” se transformaron en un paquete pagó aparte y obtuvieron un considerable éxito entre sus lectores fanáticos de este tipo de juegos. Por otro lado, implementó un modelo de suscripción independiente para su sección de comida y recetas, que también mostró ser tremendamente exitoso no solo en Estados Unidos, sino también en el resto del mundo.

Pasando a la Argentina, LA NACION y Clarín fueron los encargados de exponer en el DML17 los casos de paywall implementados a nivel local. Javier Kraviez, Chief Customer Officer de Clarín, indicó que la implementación de un “Signwall” (ventana para login) en 2015 “convirtió a los usuarios en personas”. Tener un usuario registrado dentro del sitio es esencial para conocer nos solo sus datos (quien es, su edad, donde vive), sino también el comportamiento dentro del sitio: qué lee, cuándo lo lee y por cuanto tiempo. Esta información es fundamental para mejorar el producto, la producción de notas y afinar los temas de interés de sus audiencias.

Ernesto Martelli, gerente de Contenidos Digitales de LA NACION, coincidió en este sentido y subrayó como el trabajo en conjunto entre ambos medios hizo posible llevar a cabo una estrategia de monetización por suscripción coordinada entre ambos. Si bien Martelli y Kraviez destacaron que aún se encuentran en una etapa temprana en la implementación de este formato, celebraron los números en el primer año de puesta en práctica, ya que se superaron ampliamente los números proyectados en la previa: tanto LA NACION como Clarín superan los 50.000 suscriptores cada uno. La apuesta ahora es generar contenido de mayor calidad, mejorar la experiencia de usuario y fidelizar cada vez más usuarios con propuestas atractivas y perdurables en el tiempo.
Inteligencia Artificial y Big Data, aliados en el trabajo diario

La redacción de futuro es hoy. Equipos de noticias de todo el mundo ya están adoptando nuevos abordajes en su trabajo diario no solo para contar mejores historias, sino también para hacer más dinámico el trabajo. Israel Morales, gerente del Departamento de Investigación TI del Grupo Expansión de México, reveló que su medio utiliza inteligencia artificial de plataformas como Google, Amazon y Clarifai para mejorar el etiquetado de fotografías de sus fotógrafos. Con más de 1 millón de fotos en su sistema, fue esencial poner en práctica esta tecnología no solo para identificar de forma más efectiva las imágenes, sino también para mejorar el apartado visual de las noticias. Esto tiene un por qué: Según Morales, el click en los artículos aumenta un 94{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} cuando se elige la foto correcta.

Matías de la Barra, director de Big Data de Prensa Ibérica de España, fue claro en su concepto: “Todas las redacciones del mundo tienen que trabajar con datos”. Tanto periodistas como empresarios de medios se están convirtiendo poco a poco en data scientists, ya que comprender una métrica no solo se convirtió en un lenguaje común que debe ser compartido en una redacción, sino también en la diferencia entre generar o no buenos contenidos, conocer al lector (tal como subrayó Torry Pederson: “En la época de auge del diario de papel el lector era uno solo; hoy son muchos y distintos”), y segmentar de forma efectiva la publicidad expuesta en un sitio. Monetizar la data no significa vender los datos, sino aprender sobre el público y generar mejores acuerdos comerciales, efectivos tanto para los anunciantes como para los propios medios.

Armen Ovanessoff, director de Accenture Research de Reino Unido, lo resumió en una oración: “Todo lo que está pasando en el campo de los datos es solo el comienzo”. El horizonte vislumbra medios “inteligentes”, cada vez más cercanos a sus lectores y eso no deja de ser una gran noticia.

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