Editorial Río Negro strengthens its leadership in Patagonia with ITER Web CMS
Multimedia coverage, specific content and grouping of themes to favour browsing, the key points of the new website
Multimedia coverage, specific content and grouping of themes to favour browsing, the key points of the new website
Editorial Río Negro has chosen Protecmedia’s ITER Web CMS solution to start a new phase involving the relaunch of its website rionegro.com.ar, aimed at strengthening its leadership in the vast Argentinean region of Patagonia.
According to Andrea Marcilla, the Project Coordinator, and Jorge Rampinini, the Technical Manager, the main objective that led to the choice of the ITER solution was to be able to respond more quickly to internal demands as regards covering special news items, new spaces, publishing large themes and alternative formats. Improving the reader’s browsing experience, in terms of download speed and access from mobile devices, was another important factor in the decision.
Río Negro considers that it will also be able to progress in the newsroom convergence process in which it has been involved for some time, given the level of integration that will be achieved with the MILENIUM editorial solution with which they prepare the printed product. Having a single multi-channel editing tool will help speed up all publication and information handling processes. In this regard, Andrea Marcilla is clear that the newsroom has shown its “enthusiasm” for achieving this convergent objective.
Convergence means, in this case, boosting the diversity of contents on each channel. “The company -Andrea and Jorge explain- is facing up to a process of change in its procedures, as regards both print and online formats. We work in a way that designs all of the content for both platforms. The idea is to strengthen the ‘personality’ of each platform, preserving its specific nature, bearing in mind their different audiences, and the use and consumption of each one’s specific content.
In the case of the web -they state- the defining feature is immediacy, together with multimedia cover, videos and, in general, specific content. Sections or areas of the website must be strengthened to help readers quickly select content that is relevant to them, boosting thematic regions and zones. To this end it is necessary to strengthen the professional team but also to have a more dynamic tool.”
Río Negro is a century-old brand, present online since 1997, and a benchmark in the Argentinean region of Patagonia.