Commerce Wins Two WAN-IFRA 2025 Awards

Innovation in Journalism: LatAm Media Awards Highlight Digital Subscription and Audience Engagement Success

By archyde News Team | April 4, 2025

Leading Latin American Media Outlets Honored for Digital Innovation

During the Digital Media Latam 2025 conference in Panama, several leading media organizations were recognized for their groundbreaking work in the digital sphere. the awards, presented by WAN-IFRA (World Association of News Publishers), celebrated innovation in digital subscription strategies and audience engagement. These awards spotlight the evolving landscape of journalism and the critical role of digital transformation in sustaining news organizations.

One standout example was a media group (“Commerce”) which received accolades for both its digital subscription strategy and its audience commitment initiatives, solidifying its position as a regional leader in journalistic innovation.

“Centennial Fan” campaign Drives Subscription Growth

The first award recognized the “Centennial Fan” campaign, a digital subscription initiative targeting fans of a sports team (“Sports University”). This campaign cleverly combined exclusive content,unique fan experiences,and a commemorative book to drive subscriptions. The results were impressive.

Key outcomes included:

• Over 11,000 new subscribers
• A 13% web conversion rate
• Sustained engagement over six months

The campaign’s success demonstrates the power of understanding audience passions and tailoring content to meet those specific interests. This approach offers a valuable lesson for media organizations in the United States, where niche content and personalized experiences are increasingly important for attracting and retaining subscribers. Think of how ESPN+ leverages exclusive content and behind-the-scenes access to attract sports fans, or how The New York Times offers specialized newsletters geared toward specific interests.

This strategy of appealing to fans directly has been adopted by US-based sports news platforms like The Athletic, which offers in-depth sports coverage through a subscription model. The success of “Centennial Fan” provides a strong framework for crafting similar audience-centric engagement strategies.

Engaging Audiences Through Culinary Festivity

The second award recognized the “We are 2024 Awards” for Best Audience Commitment. This initiative celebrated Peruvian cuisine and engaged over 50,000 users, highlighting the power of community conversation and emotional connection with readers.

The awards, built around a central theme of national pride (peruvian cuisine), fostered a sense of community and belonging. This approach is especially relevant in today’s media landscape, where building trust and fostering relationships with audiences is crucial.

Consider the popularity of food-related content in the U.S., from cooking shows like “MasterChef” to food blogs and social media influencers. A similar campaign focused on regional american cuisine, such as a “Best BBQ in the South” or “Northeast Chowder Challenge,” could generate notable audience engagement and build loyalty.

The “We are 2024 Awards” initiative underscores the importance of understanding local culture and values when designing audience engagement strategies, mirroring successful practices in the U.S. like community-based journalism initiatives that focus on hyper-local news and events.

The Impact of collaboration: Editorial and subscription Synergy

Both awards emphasize the significance of collaboration between journalistic writing and subscription management. This coordinated effort demonstrates how high-quality content, personalized campaigns, and a user-centric focus can generate real and sustainable impact.

The awards validate the importance of journalistic and commercial alignment, highlighting the need for journalistic products designed with a clear focus on readers’ needs. This holistic approach to journalism is vital for long-term success.

In the United States, news organizations are increasingly recognizing the importance of data analytics and audience insights to inform editorial decisions and subscription strategies. By understanding what content resonates with readers and tailoring their offerings accordingly, media outlets can increase engagement and drive revenue.

AI-Powered Assistance: Illa and the Fight Against Obstetric Violence

The media group was also recognized as a finalist in the best project with social impact category for “Illa: Chatbot that helps you and guides in cases of obstetric violence.” this pioneering tool, powered by artificial intelligence, identifies, informs, and supports women who have experienced gyneco-obstetric violence in Peru.

Developed in collaboration with researchers from the QLAB-PUCP artificial intelligence laboratory, Illa uses natural language processing models to understand and respond to inquiries. The chatbot was built using over 40 testimonies and 122 documented complaints, demonstrating the power of data-driven journalism.

This initiative showcases the potential of AI to address critical social issues and improve public health. In the United States,similar AI-powered tools are being developed to address issues such as domestic violence,mental health support,and access to healthcare in underserved communities. This represents the growing usage of technology to serve public well-being and social justice.

The use of AI in journalism and social advocacy has broad implications. While AI can enhance investigative capabilities and automate tasks,there are concerns about potential bias and the need for human oversight. These considerations highlight the need for responsible AI development and deployment to ensure fairness and accuracy.

WAN-IFRA Awards: Leading the Way in Media Innovation

The WAN-IFRA Awards honour the most innovative media outlets worldwide that effectively use emerging technologies, novel formats, and transformative initiatives.
The awards highlight the critical role of innovation in addressing the challenges and opportunities facing the media industry, from revenue generation and audience engagement to social impact and public service.

These awards showcase the dynamism and creativity of the global media landscape, underscoring the commitment of journalists and media professionals to inform, engage, and empower communities worldwide.

© 2025 archyde.com

How does commerce Media Group plan to use AI to personalize content for readers?

Interview: Driving Digital Subscription Success and Audience Engagement – A Conversation with Sofia Ramirez of Commerce Media Group

Introduction

Welcome to Archyde, readers. Today, we have the pleasure of speaking with Sofia Ramirez, Chief Innovation Officer at the Commerce Media group, winners of multiple awards at the recent Digital Media Latam 2025 conference. Sofia, thanks for joining us.

Sofia Ramirez: Thank you for having me. It’s a pleasure to be here.

The “Centennial Fan” Campaign: A Deep Dive

Archyde: Commerce Media Group was recognized for two meaningful achievements, the first being the “Centennial Fan” campaign. Could you elaborate on the strategy behind this initiative?

sofia Ramirez: Certainly.The “Centennial Fan” campaign was designed to leverage the deep passion of “Sports University” fans.We knew they were highly engaged, so, we combined exclusive content, unique experiences, and a commemorative book to incentivize subscriptions. It was about offering fans something they couldn’t get anywhere else.

Archyde: The results were remarkable, with over 11,000 new subscribers. what do you attribute to this success?

Sofia Ramirez: We believe the key was focusing on fan needs and providing a tangible value – a memorable experience, not just news. This helped us achieve a 13% web conversion rate and sustain engagement for six months. It proved audience-centric content converts.

“We are 2024 Awards”: Fostering Community Thru Cuisine

Archyde: Your second award was for the “We are 2024 Awards” for Best Audience Commitment. This initiative celebrated Peruvian cuisine. How did this initiative help with reader engagement?

Sofia Ramirez: We wanted to foster a sense of community and national pride. Through digital awards, we focused on the popularity of Peruvian cuisine by building conversations and emotional connections with the readers, creating a sense of belonging and celebration. We saw over 50,000 users join in, highlighting how significant such local culture is in today’s landscape.

Archyde: So it was about creating a conversation, yes? How did you see this affect user loyalty?

Sofia Ramirez: Exactly! this boosted loyalty. It shows that journalism which creates connections is essential for modern news outlets.

AI in Action: Illa and Obstetric Violence

Archyde: You were also a finalist for your work with “Illa,” the AI-powered chatbot combating obstetric violence. Could you describe the impact and use of AI?

Sofia Ramirez: “Illa” is designed to identify, inform, and support women who have experienced gyneco-obstetric violence. Developed with AI researchers, it processes and responds to inquiries. AI is a powerful tool for making sure that the public is served.

Archyde: What are your hopes for similar AI-powered projects in the future?

Sofia Ramirez: We aim to create tools that improve social well-being.We look towards developments like these throughout the United States for inspiration!

Collaboration and the Future of Journalism

Archyde: What do you recommend for other media groups looking to replicate your successes?

Sofia Ramirez: Our key insight is this: the synergy between editorial and subscription management is necessary. You need high-quality content, personalized campaigns, and a user-centric approach.Data analytics offers powerful insights of what the audience wants. Remember, it’s a holistic approach that helps you succeed.

Archyde: What are some future challenges for those in the media space?

sofia Ramirez: We have to find sustainable ways to engage audiences.Also, we must continue to refine our use of AI.Ultimately, ensuring accuracy and making sure the process has integrity is critical.

A Call to Action

archyde: This is astonishing advice for journalists. Thank you. where do you see the biggest opportunity for innovation in the next few years?

Sofia Ramirez: Hyper-personalization. Using AI and data to create truly individualized experiences. What do you, our readers, think? do you think hyper-personalization is the future? Let us know in the comments section!

Archyde: That’s a thought-provoking question. Thank you, Sofia, for your time and insights today.

Sofia Ramirez: It was my pleasure.