Partnering for innovation
As Spain’s most widely read digital newspaper, El Español has relied on a mixed revenue strategy of advertising and subscriptions. But, in their quest to reach even more readers across the globe, they knew they would need to expand their revenue streams while offering greater value to users.
Partnering with Google News Initiative (GNI), El Español undertook their first of several innovation projects harnessing their own first-party data. Advertising revenue increased as they offered advertisers high-quality segmented audiences and created data-informed editorial services, such as content recommendations, for readers.
“The experience [of working with GNI] has been enriching because we have worked with different partners and have been supported by Google's experience,” says El Español Innovation & Strategy Director Daniel Muñoz. “We have also been able to implement projects with funds that we would never have [had access to otherwise].”