To improve site performance, streamline content creation and unlock growth opportunities, Copesa migrated La Tercera’s site and content management to Arc XP’s digital experience platform, achieving immediate and wide-ranging results.
Challenged by platform limitations and complexity
Despite the strong performance of their brand in the Premium Cable TV segment, limitations with their CMS hampered El Financiero’s ability to deliver on this mission for their digital audience as well as achieve their growth goals. To overcome these obstacles, they moved on from their third-party partner to develop a custom system in-house.
Over the subsequent three years, El Financiero achieved moderate success with their proprietary system — improving both the editorial and developer experience while also doubling site traffic from six million monthly unique visitors to 12 million. Yet, managing their in-house system had become increasingly complex and exceedingly expensive.
“We had a multi-vendor ecosystem. Some things were running on IBM Cloud while others were running on Google Cloud,” said Israel Gomez, Director General for Comtelsat Broadcast Mexico & Latin America, parent company of El Financiero. “We had a partner for backend code development and our team took care of the frontend code. Then we had different plugins and tools to create different content and then post it to our site.”
El Financiero knew that if they wanted to deliver the experience their digital audience desired, as well as achieve the growth they knew they were capable of, they needed a change of strategy. The decision to rethink their content platform and website management came as part of a deeper digital transformation to increase both the quantity and quality of their content and website experience to better serve their readers.