Lisandro Guzmán (La Voz): "We promote the specialization of journalists, the volume of coverage instantly, the audiovisual focus and the premium content for subscribers"

El medio argentino La Voz del Interior cumplió, el 21 de septiembre pasado, un cuarto de siglo en Internet.The technological commitment and editorial innovation were key for today Lavoz.com.Arum adds more than 14 million unique users -according to the internal records of August -and has 45 thousand digital subscribers, which makes it one of the most chosen regional sites in the country.

While since it began to be online, it had several design and operational changes, the website of the original medium of the province of Córdoba crossed its greatest technological transformation as of 2018.Since then, the journalistic organization reinvented its business model by focusing on reader income and adapting products to the needs of the audience.

Facing its 25th anniversary, in April Lavoz.com.ar premiered a new redesign.To develop the new visual proposal, which will also contemplate a better user experience, the optimization of advertising guidelines and the conversion of subscribers, the voice went on to have a first level publication platform: ARC XP, the CMS created by The WashingtonPost.

Mientras definen los objetivos anuales que planean alcanzar en 2022, el periodista Lisandro Guzmán, jefe de la sección Tiempo Real, cuenta para el Laboratorio de Periodismo cómo fue la evolución digital y la transformación cultural del medio cordobés, desde que comenzó a estar online hasta la actualidad.

In addition, the Argentine editor, who directs and coordinates the tasks and coverage of the Voice Web/Mobile journalistic team, lists what are the new skills that journalists need to incorporate to create quality content and offer it on the different digital platforms.

Digitization and Cultural Change

What challenges had to face the Cordoba media when its place began to work, 25 years ago?

The first big challenge was to launch the Internet, take the first step, something unknown at that time.In fact, the site did not bear the name of the medium, but was launched as an intervoz (abbreviation between the Internet and the voice of the interior).We were one of the pioneer journalistic pages of Argentina that sought to be “a bridge between Córdoba and the Cordoba who lived abroad”, taking into account that in Argentina for September 21, 1996 there were very few connected users.From the beginning it opted for "interactivity".How we did: with forums via e-mail.Rare for the time, but it was a first advance.

Before a media ecosystem that changed completely with the digital transformation and the expansion of technological platforms, what challenges do they have from the voice?

The current challenge is to evolve with technology, betting on quality journalism.I like to use the term "digital Darwinism" to explain how we should readjust in each advance.The convergence of writing and the permanent commitment to innovation is undoubted.More specialized journalists, informative volume in coverage instantly, audiovisual focus and the commitment to the premium segment for subscribers are some of the current keys that drive us.

From the editorial point of view, what cultural and technological changes were decisive to achieve the current development of the site?

There were innumerable processes of change throughout these 25 years.Among the most outstanding, is the commitment to the convergence of writings.In our case, it occurred in 2006, being the first Argentine media that integrated in the same building to its editors of the printed newspaper and the digital ones.Without a doubt, it was the first great cultural change that had.

Then he opted for the integration of the contents.Over the years, we managed to implement the “Digital First” publications strategy, which is still in process.In 2013, a TV study was launched, promoted by the audiovisual team.Since 2018, we launched the subscriptions paid with a segment of exclusive premium notes for our users.

In 2021, we join the media segment that use the Washington Post publication platform, which allows you to integrate the writing, in addition to correspondents in the same news administrator.The routines changed, the publication times, the dynamics and even the coverage schedules.Even the positions and names: today we have - as in my case - a real -time editor and even a audiovisual and multiplatform audience editor.

What profiles did they add in the writing in recent years, to respond to the demands of the new digital subscription business model?

There were transformations of positions, such as the real -time editor, in charge of the "last moment", in charge of digital coverage, correction and publication of content.The incorporation of an audience editor, data specialist, traffic analysis and SEO.The audiovisual area also has a leader, a specialist in the subject.In addition, of course there is the Community Managers who gained ground in recent years within the writing, with focus on social networks.

The carriers and even newsletters editors also appeared.But everything is reconvirting.Perhaps the future is needed a specialist focused on storytelling, or newsletters editors or a drone pilot.The needs are emerging and we are adapting.

The digital subscription model, meanwhile, is tied to the editorial table, the look of the multiplatform editor and the audience team, which checks daily how they work and pay the contents.

¿Qué tipo de contenidos digitales son los que mejor engagement generan con la audiencia de La Voz?

We are a general medium with a local look on Córdoba.The engagement varies according to the daily theme, but undoubtedly the commitment to local content makes us leaders in our province.What happens in Córdoba is in his voice.

What are those content or digital products that are fundamental to convert registered users into subscribers?

The offer for subscribers is varied.It goes from extraperiodistic agreements or agreements with our La Voz Club offers card, to exclusive events for this type of users.In journalistic matters, we have a premium segment and an exclusive newsletter pointed out for our subscribers: we anticipate issues, we publish special reports, etc..

What training do you think the writing team needs to manage new skills?

All those that arise.You have to specialize permanently.In SEO, we try to give courses to our editors.Storytelling and new ways of telling stories, whether from an audiovisual segment or from a new platform, are some present (and future) training.

In recent years, we also did courses on database management with specific tools.In addition, we train in "Mobile Writing" in the face of the change of reading by users, who increasingly abandon the desktop and enter permanently from their cell phone to read us.

Where will they focus in the coming years to enhance the digital products they offer from the voice site and also distribute on the different platforms where they have a presence?

The focus is on subscriptions, in improving the quality of the contents and betting on that exclusive segment.We also bet on improving our coverage and providing more and more services to our users.You have to explore new segments and ways of telling stories in networks.

Digital business strategy: loyalty of the audience as central focus

What characteristics does the Voice Digital Hearing have?

We can make a difference between the general audience and registered and exclusive users.For our general audience, the reader is varied, regional with greater participation of women (40%/60%).On the other hand, at the registration/subscribers level the public is local, identified with the La Voz brand, mostly Cordoba.And is divided between men and women in equal parts.On the other hand, 93% of our users access Mobile.

What is the value editorial offer that helps to loyalty to digital readers?

There are two keys to user conversion.On the one hand, the successful sections (policy with surveys, businesses, events with cases of very spectacular scams or police, eating and drinking, football).And, on the other, the contents with some local orientation.86% of conversions occur in Córdoba.When the notes address local facts, they work well inside.

Taking into account the impulse to the “Digital First” strategy to prop up the digital business, where should they pay the short and medium term to strengthen the voice site as a product oriented to a regional audience?

While it was already accelerated in recent months, even more in the pandemic period, it is still missing, but that is the way for all the effort of our journalists to concentrate on the Digital First.For that, we also accentuate a work strategy with our correspondents to join our news publisher and guarantee speed, precision and quality of the contents that send us.

We make content curatorship and diversify the products to see which ones enter the premium category.We have been growing at the regional level and we are one of the leading sites in the interior of Argentina.

Trends and new journalistic skills

Because of the success of the audiovisual content today, consumed mainly by the youngest audiences, do you think you have to bet strongly on the video or have to simultaneously explore, other formats and narratives?

Both.Bet on the video and also explore other formats and other devices.I also believe that in the future we could modify publications schedules and segment those contents for other audiences.New Network, network that the media should try, play and make mistakes to see if differential journalistic alternatives are found.

What skills do you think a journalist should have today?And a digital editor?

Journalists must be agnostics of the platforms.We want to tell stories, publish data and you should not stop the format or device.We must know the language of each of the networks and adapt quickly to the changes.

We must also specialize and, in addition, knowing how to handle, although it is not basically, the video, photos and audio edition.

We have to train regularly, in SEO, in publications on new formats, in different digital tools, etc..And another very important point: know how to listen to users and maintain permanent contact with them.The key is there to loyalty to the audience and generate community.

Digital editors, meanwhile, have to be very good content curators, in addition to knowing and knowing their audience.The handling of traffic tools, such as Chartbeat, is fundamental.

They even help at the time of title and position content.It has to be transversely linked with other areas such as audiences, audiovisual, technical support, developers, designers, among other examples.The editor has to mobilize the passion for digital and know in depth the site users.