Miami (July 9, 2024) – One year after its launch, the Enhanced Fundamentals Lab (EFL) program by the Inter American Press Association (IAPA), supported by Google News Initiative (GNI), has become the driving force behind digital transformation in over 80 Latin American media outlets.
Since its inception in August 2023 until mid-2024, under the leadership of consulting firm Marktube Group, the EFL has provided personalized mentorship, access to industry experts, and essential resources to media outlets across twelve countries in Central and South America.
"We are very pleased with the successful outcomes of these Google-supported labs at the IAPA. Media outlets I've known for years, some operating from exile, have made significant strides in their operations, content distribution, monetization, and reporting thanks to this program," said Roberto Rock, president of the Inter American Press Association and director of the Mexican portal La Silla Rota.
The EFL has enabled participating media to optimize their digital presence, improve audience engagement, and increase monetization. The program unfolds in two phases of three months each: the first focused on training based on an initial diagnosis of each media outlet, followed by group training sessions and individual consultations. At the end of this phase, outlets can submit projects for funding consideration.
"At Google, we believe in the power of journalism to inform and empower communities," said Rodrigo Bonilla, News Partnerships Lead for Hispanoamerica at Google. "The concrete results of this project, from increases in audience and revenue to innovative uses of Artificial Intelligence, demonstrate the transformative impact of this collaboration towards a more sustainable future for journalism in our region," he added.
A total of 40% of Enhanced Fundamentals Lab participants have reported an increase in unique users and page views. Moreover, most outlets have embraced significant changes in internal logistical processes, including editorial, technological, editorial, and content monetization departments.
"We feel more empowered and professionally focused in our content. The impact has been very positive," shared Persio Maldonado, director of El Nuevo Diario from the Dominican Republic. For Gisela Carmona, director of El Impulso from Venezuela, the program's impact "has been beneficial for those of us engaged in traditional print journalism who are transforming our newsrooms."
"With this program, Google News Initiative has made a significant impact on IAPA members by preparing them and aligning them with the techniques, knowledge, and tools necessary to strengthen, rethink, and drive digital transformation strategies," commented Carlos Mauricio Flores, director of El Heraldo from Honduras.
Among other documented changes are content optimization to improve visibility and engagement and the development of content strategies tailored to different audiences. Efforts also focused on mobile website optimization and programmatic advertising sales strategies.
The IAPA is a non-profit organization dedicated to defending and promoting freedom of the press and expression in the Americas. It comprises more than 1,300 publications from the western hemisphere and is based in Miami, Florida, United States.
