Newspaper AM needed to optimize its ability to react quickly to breaking news and strengthen its focus on local content. This challenge involved a transformation in the way of producing and distributing content, orienting it more towards the demands and behaviors of users of digital platforms, especially mobile, where readers instantly decide what content to consume or discard.

Through the Audience Lab, Newspaper AM optimized its editorial processes to improve reaction to breaking news and strengthen coverage of important local events. Based on the knowledge acquired, Newspaper AM is working on the development of a strategy manual for the coverage of local issues, including style guides and best practices for content production.

Changes in processes achieved during the program:

-Development of a breaking news protocol with a focus on audiences.

-Incorporation of an audience checklist in daily work.

-Editorial planning of Elections with audience criteria.

-Creation of a guide on how to understand metrics (to improve audience analysis).