AS.com has always set its sights on new and innovative content formats. “Our main goal is to make an impact with the reader. Our journalists at AS are experts at finding the right format for each piece of content to maximize the impact on our audience,” says Diario AS Deputy Editor Tomás de Cos. But with so many online destinations for sports fans, the pressure was on for the team to not only retain but grow their audience. They found their solution with Web Stories.
Introducing Web Stories to the mix
The AS.com team first learned about Web Stories at the AMP Conference 2018 in Amsterdam. Later that year, they published their first Web Story, “Las Claves del Clásico contadas por AS” (“The Keys to the Clásico, explained by AS”), for the Barcelona vs. Real Madrid match — a face-off between the two biggest rivals in Spanish football. “It was a super fun and enriching experiment,” says Manuel Barrios, Deputy Director of Strategy, Digital Distribution and International Expansion at Diario AS. The team spent the next year researching how other media sites use Web Stories, while testing out different publishing tools for their own website.
“Next, we went for a much more ambitious project — a guide to the NBA, launched at the start of the 2020 playoffs,” Manuel shares. The guide included a series of Web Stories about each of the league’s 30 teams, which were featured in a carousel on the homepage.