Loyal and expanding news audiences are increasingly hard to come by, but Telemundo has earned one on a platform that’s often overlooked by US-based news publishers: web push alerts.
Telemundo’s growing web push notification subscriber base has helped its audience development team reach an impressive milestone – web push now accounts for about 20 percent of article traffic to Telemundo.com.
Why Web Push Matters
Over the past several years, many news publishers have seen significant reductions in traffic from referral giants Facebook and Google, making it more important than ever to cultivate loyal, returning audiences.
Telemundo, a longtime partner of Taboola, began to use Taboola’s new Push Notifications platform at the start of 2025 and quickly turned web push into a powerhouse tool for driving return visits.
“Our goal is for our audience to discover the most relevant and up-to-date news of the day, whether it’s entertainment, local breaking news, sports, or coverage of our original series,” says Matías Piñeiro, who manages Telemundo’s audience development editors. “We aim to be a reliable and engaging source of information across a range of interests.”
Telemundo’s Evolving Strategy
Piñeiro works with a small but mighty team of four editors who promote Telemundo’s web and native app content via social media, push alerts, and other messaging platforms. The team’s data-informed approach is at the heart of the growth they’ve achieved, particularly on web push.
After starting with about four notifications per day, focused on breaking news, the team realized their push subscribers had an appetite to receive even more notifications across a broader range of subjects. The push editors now employ a more flexible approach, letting the daily news cycle and audience engagement data guide the cadence of notifications, reaching seven or more per day.
“The selection of topics is driven by what’s most relevant to our audience at any given moment—top news stories, trending Telemundo shows or verticals, and current events that spark public interest. As a result, the content mix evolves constantly,” Piñeiro says.
Meeting The Moment
This flexible approach has allowed the Telemundo audience team to meet this particular political moment, at a time when many in their audience are relying on them for critical information about the shift in policies of the new administration, particularly with regard to immigration.
Over a recent 30 day period in May and June, nearly 40% of Telemundo’s push notifications focused on immigration news. That’s up from about 10% in January, during which time entertainment and international news were the focus of the most notifications.
“If the situation warrants it, we are open to increasing both the frequency and urgency of alerts to ensure our audience receives critical information in real time,” Piñeiro explains.
The Future of Push
In addition to timely and trending news, the Telemundo team has also developed regularly scheduled push notification programming such as “Noticias de la Mañana” and even horoscope alerts – because not all wisdom comes from dashboards and spreadsheets, right?
Looking to the future, the Telemundo team expects AI to have a big impact on push notifications, allowing audience development teams to make their alerts “more relevant and personalized,” even including live updates about news, weather or other emergencies happening nearby.
“We envision a near future where notifications can be automatically tailored to individual user interests, generated in real time in response to current events or user data, and even include safety alerts,” Piñeiro says.
For now, be sure to go to Telemundo.com and subscribe to alerts to follow along.
