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Q Last year Editor & Publisher cited you as talented young professional and in
particular, they talked about your work with the redesign and relaunch of the
website. Beyond the graphic improvements and ease of use, what were your goals with the
A Bring in new audience by introducing English content; become a digital news
media company; and break outside the Latino-only box that our media peers
had put us in.
The attention we’ve received this year for our Philadelphia political coverage con-
firms that our instincts were on to something good.
Q It’s been about a year since the debut of your new site. How is it working for you?
Impact on reach, audience, revenue?
A Before the website launch, 90% of our audience was Spanish-speaking. Today,
half of our audience is English speaker or English-only. That signals that our
content is needed in the marketplace because it’s resonating with the public, regardless
of demographic or language preference. Latinos increasingly prefer English, and our
audience growth helps confirm that too.
The new site, combined with our revamped events schedule, and our new branding
strategy has given us an entirely new audience while allowing us to retain the readers
that have formed part of our core audience since the 90’s.
Q Websites are never ‘done’ in terms of design, improvements, etc. What do you know
now that wish you knew when you were guiding the work on the new website? How
do you keep it modern and appealing?
A Less is more! There were some things we thought would work but eventually
kicked to the curb before the website launched to remove the clutter. We’re still
kicking things to the curb and adding new things. Websites require quarterly facelifts,
and if you’re not scheduling improvements at least twice a year you’re falling behind.
Q Finally, what advice do you have for other young professionals in the news media
A It’s an exciting time to be part of the news media revolution! Work hard, work
smart, and learn from your peers.
CONT. FROM PAGE 2
Gabriela Guaracao’s words of wisdom for
other young professionals in local media, from
an interview with Editor &Publisher.
Follow trends, always. Be entrepreneurial. Push products and concepts out fast. Be
resilient. Learn to be comfortable with change and failure.
Stand up for yourself. There are a lot of tough people in this industry. Some are
traditionalists who will fight you for their way, others are simply obtuse who won’t hear
anything outside of what aligns with their own thoughts. Judiciously pushing back is
important. Defend your ideas, not only for your sanity but for the sake of the advancement of
For people thinking of getting involved in this industry I say, don’t be afraid. The media
industry is not dying; it’s going through a renaissance. It will be the resilient, the hungry and
the ones who have the courage to constantly make changes that will come out on the other
side with their imprint on the industry. I would also recommend that these potential new
entrants get their start at niche news organizations.
Also, find mentors both inside and outside of the industry. You need a combination
of both because one type of mentor will encourage you to dream about the future in the
industry and challenge you to make your mark. The other type of mentor will provide the kind
of respite that is necessary when the metamorphosis of this industry gets too intense.
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