Portada interviewed José Luis Carrete Alfeiran (photo), Regional Digital Director of Editorial Televisa. Carrete talked to us about the publishing house's digital strategy, how the company meshes its print and digital content, and his opinion about the pan-regional digital advertising market, among other topics.
Portada: How does Editorial Televisa structure its digital strategy?
J.L. Carrete: "Editorial Televisa's digital strategy is based on extending the quality content it produces and creates for print magazines to a multimedia platform. And it's not just an extension, but a process in which content is often transformed to create a new experience for consumers, including multimedia. There is a close relationship between our brands and our consumers, and we want that relationship to exist on any platform in which the consumer chooses to interact. The bottom line is that we offer our advertisers the opportunity to reach highly targeted audiences."
Portada: How does Televisa articulate its content on different media platforms? What are the dynamics between the various media?
J.L. Carrete: "Content that for years has been created for a monthly print publication needs to be more dynamic and adapted for the interactivity and cycles of the digital world. Regardless of the frequency or platform for which the content is created, our brand’s DNA lives on in all content. The different ways of consuming content — print magazine, mobile phone, tablet or computer — means we have to work harder in order to give the consumer the experience they expect for each device."
Portada: What digital properties does Televisa have at the pan-regional or local level?
J.L. Carrete: "Editorial Televisa has operations throughout the continent, and our digital strategy ranges from for country-specific initiatives to pan-regional sites with local and regional sales opportunities. Some of our pan-regional sites offer targeted content by country, such as Vanidades (www.vanidades.com), Cosmopolitan (www.cosmoenespanol.com), Men’s Health (www.menshealthlatam.com), National Geographic (www.ngenespanol.com) and Esquire (www.esquirelat.com). Some sites are directly produced locally, such as CARAS Mexico (www.caras.com.mx), CARAS Chile (www.caras.cl), Cosmopolitan Argentina (www.cosmo.com.ar), GENTE Argentina (www.gente.com.ar), Muy Interesante (www.muyinteresante.com.mx), and TV y Novelas Mexico and USA (www.tvynovelas.com), among others."
Portada: How are advertising sales handled at the pan-regional level?
J.L. Carrete: "We have a team operating out of Miami that specializes in pan-regional sales. We’re working hard to facilitate pan-regional ad sales through standardized tools on our sites. We are also redoubling our digital ad sales efforts in each country, which are still higher than at the pan-regional level."
Portada: What percentage of your advertisers target pan-regional audiences? Has this number increased in recent years? Do you think that ad sales at the pan-regional level will increase in the coming years?
J.L. Carrete: "We believe that digital ad sales at the pan-regional level will remain relevant in the coming years, and as we learn to create relevant audiences for our advertisers we’ll be able to capitalize on this opportunity."
José Luis Carrete Alfeiran is Regional Digital Director at Editorial Televisa and has been working for Grupo Televisa since 2010. Carrete founded Mexican startups 'SmartKeyTV' in 2007 and 'PubliView' in 2009. He holds a Master in Business Administration from Bentley College in Boston, MA, and a degree in Mechanical Engineering from Universidad Ibero Americana in Mexico.