My Press: The Fusion Between Media Outlet and Digital Agency

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In an ever-evolving world, the media coverage and the news outlets are changing just as fast as the other industries and markets. How can they adapt to a new digital environment?

The journalistic editorial job shines due to its link to certain cultural patterns, which sometimes are shadowed by the content creation of digital agencies. But the mix of both focuses creates something new, at the very least innovative. This is the aggregated value that could transform the way in which media faces a renovated communication strategy.

It’s very difficult for a new communication outlet to kickstart a career if it isn’t prepared (or willing) to heavily invest on publicity, achieve to get a public and show its products to a massive audience. Without a crowd, the quality by itself is not enough to grow on the editorial environment.

In less than two years, the communication strategy of My Press achieved to integrate practices of media outlets with digital strategies. Its business focus has given the aggregated value to its editorial area, since it has the ability to put at the service of the agency its best journalists.

One of the innovations presented by My Press on the 2017 edition of the Semana Nacional del Emprendedor (organized by INADEM), was a digital newspaper. This system uses an app that, after scanning key images, plays an Augmented Reality video.

With this publicity strategy, at least 30 of the strongest traditional media outlets in Mexico replicated those contents and even used them as their own. This strategy has worked for both the digital and the printed media. But its agency tactics go beyond and while being an information generator, it reached over 800 websites at a national scale, which replicated its content.

According to its Editorial Director, the Argentinian Sergio Cara, “the news coverage to the not-so-renowned enterprises, the business focus with an international perspective and the coverage of technological events such as the CES have given us something that no other media outlet or agency has”. This makes it something unique and fresh.

“One support tool for My Press has been the technological innovation, which allows to spread content to a very specific market segment. The public enthusiastically receives an interactive newspaper”, said Cara. Something that definitely opens new venues is the unique focus and creativity, like the fusion between media outlet and digital agency.

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Alejandro Chávez
My Press
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