Enhancing visibility: PressReader’s Zaida Calvete-Norell on audience connection in a fragmented market
At this year’s FIPP World Media Congress, Zaida Calvete-Norell will share how partnerships like the PressReader-Prisa collaboration are driving sustainable growth and fresh connections for publishers worldwide.
As publishers fight for attention in an oversaturated digital ecosystem, visibility and genuine audience engagement have become existential concerns. Audiences are scattered across platforms, advertisers demand proof of impact, and the uncertainty around third-party cookies makes direct engagement more critical than ever.
That’s where PressReader positions itself. Describing itself as the world’s largest digital newsstand, the company has built a model rooted in partnership rather than pure aggregation. For Zaida Calvete-Norell, VP of Content Partnerships at PressReader, this distinction is crucial.
“Unlike aggregators that simply scrape and resell content, we work hand-in-hand with publishers to preserve brand identity, protect value, and extend reach,” she says. “Our platform replicates the authentic reading experience whilst enhancing it with engaging functionality – making it feel like a true extension of the publisher’s ecosystem.”
New demands, new opportunities
Over the past five years, the challenges facing publishers have shifted dramatically. “Publishers today are balancing three core needs: meaningful engagement, sustainable monetisation, and first-party data access,” Zaida says. “The fight for reader attention and the potential shift away from third-party cookies have made these priorities even more pressing.”
PressReader’s response has been to expand beyond distribution into a data- and insights-driven partnership model. From white-label apps to B2B2C revenue streams, the goal is to give publishers tools that are both commercially rewarding and brand-safe.
“We’re investing in data-rich analytics and in models that support both paid content strategies and brand loyalty,” says Zaida.
Turning insights into impact
The hunger for data on reader habits is universal, but raw dashboards rarely translate into strategy. That’s where Zaida believes PressReader adds real value.
“We provide partners with deep, real-time analytics on reader behaviour – what’s being read, for how long, in which regions, and on what devices,” she says. “This isn’t just about numbers; it’s about enabling strategy.”
One recent example came from a European publisher that spotted an unexpected overseas readership segment through PressReader analytics. “They launched a targeted newsletter and advertising package, which boosted both engagement and revenue in that market,” she says. “That’s the power of knowing who your readers really are.”
Visibility where it matters
In today’s crowded digital marketplace, discoverability can feel like an arms race. But for Zaida, the goal isn’t just exposure; it’s relevance.
“Contextual discoverability is key,” she says. “We surface content based on reading interests, not just publication name, introducing readers to brands they may not yet know. And we retain brand fidelity through full-page replicas and interactive formats, so publishers’ visual identity and editorial voice are never lost.”
PressReader’s global partnerships with airlines, hotels, cruise lines, healthcare providers, and universities add another layer of visibility – one that places publications in front of readers during moments of high receptivity.
“Imagine staying in a Marriott hotel and relaxing at the bar or on a patio,” Zaida says. “PressReader offers travellers and guests a chance to explore publications during downtime, allowing you to discover new publications – local or international – as a benefit of your stay. It’s not just about being discovered. It’s about being valued.”
Collaboration in practice
This philosophy underpins the partnership with Prisa, the Spanish-language media group, which Zaida will spotlight at the FIPP Congress.
“At the heart of it: shared goals and mutual respect for the value of content,” she says. “Prisa wanted to expand its global footprint and drive revenue whilst maintaining editorial integrity. That was achieved through PressReader’s premium distribution channels and data capabilities.”
The results? Audience growth in key markets, longer reader sessions, and expanded advertiser interest. “It’s a case study in how technology and content strategy can align to drive both reach and revenue,” she says.
Bringing the conversation to Congress
For Zaida, FIPP Congress is a meeting ground for the kind of ideas and partnerships that move industries forward.
“FIPP is a unique space where global leaders converge to shape the future of publishing,” she says. “I’m hoping to walk away with fresh perspectives, new collaborations, and an even better understanding of what’s keeping publishers up at night.”
And for attendees of her presentation? “We’ll be talking about results, not just theories,” she says. “If you’re interested in real-world innovation, reader-first strategies, and examples of publisher success, you won’t want to miss it.”
A more rewarding next chapter?
Zaida believes the next chapter for publishers hinges on flexibility, reach, and control. PressReader is exploring new distribution channels, such as healthcare, while also testing dynamic monetisation models like hybrid paywalls and content bundling.
Another priority is ‘Branded Editions’, which allow publishers to create bespoke web or app products that look and feel like their own environments, complete with deeper analytics and community-building features.
“All of this is rooted in our ongoing mission: to power sustainable journalism by making quality content more accessible and more rewarding to distribute.”
