The decisive note, a new concept in the economic understanding of the media
On November 7 and 8, two intense days of conferences were held in Nice, as part of the European IQ Media project. Dedicated to innovation in the media, these days brought together renowned professionals from all over Europe to debate and exchange views on the current and future challenges facing the media industry. Among them, Ismael Nafria led the workshop : “Decisive notes” – The articles that convert for Argentina’s Clarín”.
Read the summary here.
Why are we talking about it?
The concept of “decisive note” has become central to discussions about current media for several reasons. Here are some answers to explain why it attracts so much attention: Decline of the advertising model and the need to build audience loyalty, saturation of information and the need for quality content, strengthening credibility and brand image or adapting to new information consumption behaviors.
The concept of the decisive note explained in 5 points :
- 🗒️ Definition of the “decisive note”: The “decisive note” (or “nota decisiva” in Spanish) is journalistic content that becomes essential for the readership, offering unique and lasting value. This note stands out for its ability to attract and retain audiences due to its relevance and depth. This is expressed by the number of people registered on the media sites, registration required to access certain premium articles. Here are some figures on the evolution of subscribers:
• September 2015: half a million registered users.
• April 2020: 2.4 million registered (and the group’s sports daily, Olé, 765,000 registered). • End 2023: More than 5 million registered users.
• The registration project, which was later joined by the digital subscription project, has had a major impact on the reorganisation of Clarín’s editorial work.
“One of Clarín’s goals is to become a data-driven” explains Ismael Nafria.
2. 📊 Added value and analysis: In an environment where the Argentine media broadcast a large amount of continuous information, the decisive note provides analysis, investigations and exclusive perspectives. This allows the public to better understand the issues and contexts, beyond simple news coverage.
3. 💡 Impact on loyalty: Nafria emphasizes that high value-added articles strengthen reader engagement. In particular, media that invest in “decisive” content increase their chances of retaining subscribers, because they find content that they cannot obtain elsewhere. For an article to be
What are the essential elements that make an article
1. • A possible “decisive note”?
2. • Exclusiveness
3. • Quality and depth
4. • Great digital experience & effective storytelling
5. • Utility for the user
6. • Byline
7. • SEO Optimization
8. • Length: between 1,000 and 1,500 words
4. 💵 Response to the economic challenges of the Argentine media: The Argentine media sector faces significant financial challenges, exacerbated by competition from social networks and digital platforms. The “decisive note” becomes a strategy to differentiate, attracting an audience willing to pay for quality and in-depth content. Here are some figures on the economic impact on the decisive note:
Digital paywall is already the second largest revenue source (above digital advertising) and is on track to become the top revenue source by 2025. 32.2% right now. Digital revenues are expected to account for 55% of total revenues by the end of 2024. Inside the digital revenues: 67% – Digital subscriptions VS 33% – Digital advertising. Finally, digital revenues already pay for all offline and online media employees (aprox. 1,000 people)
5. 📃 Importance of quality journalism: Nafria insists that for content to be “decisive”, it must be the result of rigorous and well-documented journalism. This approach strengthens the credibility of the media and establishes a relationship of trust with the audience, essential for the long-term viability of media companies in Argentina.
In short, the “decisive note” is a key concept for Argentine media seeking to adapt to new digital and economic challenges, offering essential, distinct and quality content.
Ismael Nafría is a Spanish journalist, author and consultant specializing in digital journalism, new media and editorial strategies. His career is distinguished by his expertise in the digital transformation of media and his ability to analyze trends in the news sector.
ROMAIN HENRY (In partnership with IUT de Cannes, school of journalism)
See our videos to learn more about those two amazing days, just here.
