2021 is proving  as difficult and challenging as last year. In addition to the pandemic-led economic crisis, and its impact on the digital ecosystem, 2021 will bring far-reaching changes, including the end of third-party cookies. As media companies move from survival to recovery mode, what challenges are ahead as they seek to develop their digital audiences, reader revenue models and diversification strategies? What differences in impact arise between Latin American and Spanish markets? How are leading journalism  brands withstanding the current crisis?

Facing the cookie apocalypse may seem daunting but studying the alternatives now and leveraging a proprietary ecosystem of registered users and contextual targeting can help news brands get even closer to their audiences. As ad technology evolves, contextual targeting brings solace to publishers and advertisers offering potential solutions that will both benefit publishers and allow advertisers to move away from one-size-fits-all block lists.  Can contextual advertising comply with new regulations and still remain effective and at the forefront of digital advertising trends?

From understanding your audience to aligning your team, we will guide you through all the critical elements of a successful subscription model. During this session, El Universal (Mexico) will share how newsbrands can:

• move users through the funnel and increase engagement
• understand how to price strategically
• understand what changes and habits are necessary to drive growth
  
• harness data to drive subscription growth

The recent lockdown has forced consumers to have a much more direct relationship with media and ecommerce, bringing back into focus the undeniable revenue generating potential of affiliate programs for news publishers. While advertising revenues plummeted in 2020, ecommerce revenues through affiliate programs grew exponentially, and for publishers who anticipated the shift, the rewards have been astronomical, and some have experienced an annual growth of up to 675%.

In this session we will meet Leilani Han, Director of Business Development and Partnerships at Wirecutter, an industry reference in affiliation marketing, to discuss how affiliate models present an opportunity for publishers and how Wirecutter has grown over the past year.

About Wirecutter:
In 2016, instead of building its affiliate business from scratch, The New York Times decided to buy Wirecutter for $30 million, a product review website with a business model based on affiliate commissions. At the time Wirecutter generated $150 million in ecommerce revenue. The deal was an investment in changing The New York Times’ culture.