Las Ultimas Noticias in Santiago, Chile has embraced many innovations over the past few years. Editor Augustín J. Edwards has talked with Michael Smith from the Readership Institute about his experiments and innovations. Las Ultimas Noticias has been using Web metrics tools to get a better understanding of their readers and have really tried to engage their readers in many innovative ways.
Las Ultimas Noticias, whose website www.LUN.cl sees its peak in page views at 9am, has made many interesting innovations online.
Stories are ranked according to “clicks” and updated every hour. These rankings by clicks are made clear to both readers and competition on the paper’s homepage. This technology of counting clicks also allows the paper to move on from a story after the readers have lost interest. The paper either develops on a story or drops it according to the clicks.
The page view counter allows the paper to analyze data about reader interest and improve content accordingly.