Situation
El Mundo is the 2nd largest printed daily newspaper in Spain, benefiting from a large market penetration and a high reliance on Ads revenues.
El Mundo has introduced the first paywall in Spain with early success. However, its large audience still needs to be known and transformed into engaged readers and subscribers.
Engagement
FT Strategies engaged El Mundo in transformation program including:
- Executing an in-depth diagnostic of performance
- Inspiring change through the intervention of FT subject matter experts
- Building a North Star strategy with action plan and capability roadmap
- Implementing four experiments aligned with key priorities
Results
- Data-enhanced newsroom through implementation of a new article score to drive content planning and distribution
- Engagement-centric organisation through the definition of a North Star objective, and engagement metric (RFV) and outcome-driven governance
- North Star strategy with clear outcomes, ROI-prioritised initiatives and roadmap to deliver ~12Mm in additional revenue / 150k new subscribers by 2024
- Implementation of 2 high impact experiments
- Defined optimal content lock level (maximising subs and ad efficiency)
- X10 daily registrations through a new registration wall
“I think we have the right brand, team, and attitude. [...] But somehow we lacked the focus needed [...]. By exposing the members of our team to the whole North Star concept, we now feel that there is a viable, simple enough but powerful system at hand to order and optimize our energy, helping us to make sure that every small step in our path is aligned with our major goals.”
Germán Frassa Director Digital Product Unidad Editorial
