The Work
Cambio is a digital media platform in Colombia recognized for its investigative reporting, commentary and analysis on the country’s political and social issues. After closing in 2010, it was relaunched in 2022 by a group of prominent journalists committed to upholding high standards of independent journalism. Within just a year, Cambio became the third most-read outlet among opinion leaders in Colombia, establishing itself as a critical voice in national public discourse.
As the organization sought to build long-term sustainability, MDIF invested in Cambio along with MDIF’s Media Advisory Services (MAS) supporting the media outlet’s commercial strategy transformation. MAS worked with the company to strengthen its revenue operations, introducing external consultancy to guide the shift to a multi-product sales model. This included optimizing internal processes, streamlining back-office operations and designing an incentive structure rooted in performance data. The intervention aligned commercial goals with journalistic ambition, helping lay the foundation for sustainable growth.
The Impact
MAS support enabled Cambio to restructure its commercial operations and enhance its ability to generate revenue from multiple sources. With tools such as a redesigned sales kit and custom dashboards, the team could better track performance, identify high-potential opportunities and incentivize results. These improvements translated into tangible outcomes: sales revenue rose by 25% in the year following the intervention, a meaningful gain that improved cash flow and supported ongoing investment in the newsroom.
The shift to a data-informed approach helped the organization take greater control of its financial future. By improving the efficiency of its internal systems and creating clearer alignment between sales efforts and outcomes, Cambio positioned itself for more stable long-term operations. The strengthened commercial capacity has amplified its ability to maintain editorial independence and continue producing the type of reporting that holds power to account.
“In the very first meeting we had with MDIF I knew it was a match made in heaven. We were good at journalism, but MDIF has helped us become a sustainable company that runs well and has the resources, both financial and editorial, to profoundly impact Colombia’s democracy and society”
– Federico Gómez Lara, CEO, Cambio Colombia.