For many publishers, the question is no longer whether audience engagement matters. The real question is how to build an engaged community inside your own ecosystem, with your own data, your own moderation standards, and a clear path toward reader revenue.
Milenio offers a strong answer.
This case study shows how one of Mexico’s leading media groups replaced a friction heavy Facebook based comment system with Logora, then turned comments into a genuine engagement and registration engine. The results are not just qualitative. They are measurable across comments volume, approval rates, registration conversion, and time spent.
Milenio is one of Mexico’s most influential news groups. It combines a national newspaper, a 24/7 news television channel, several other publications, and a high traffic digital platform reaching 12.13 million unique users per month.
The company has also built a significant registered audience base, with 1.4 million registered users.
As a market leader, Milenio has been shifting from a volume based model toward a value based ecosystem. That means focusing less on raw traffic alone and more on user quality, loyalty, and long term monetization potential. In that context, community building is not just a product initiative. It is part of a larger reader revenue strategy.
Milenio’s objective was clear. They wanted to move casual readers toward a more loyal, subscription ready community, while keeping the experience on their own platform.
Before Logora, Milenio’s comments relied on a Facebook integration. This setup created several obstacles that limited community growth and reduced the editorial value of participation.
The first issue was friction. Users faced a double login experience, because they needed both Milenio registration and Facebook login to participate. That extra step discouraged many readers from commenting.
The second issue was audience leakage. Because the commenting experience was tied to an external social network, participation could pull users away from Milenio’s website and weaken the direct relationship with the brand.
The third issue was moderation and quality. Without effective moderation, comments became harder to manage, with toxicity, spam, and a hostile tone that pushed away the very readers Milenio wanted to retain.
Participation was also low. Milenio was averaging only around 60 comments per day.
There was also a generational problem. Younger audiences were less active on Facebook, which meant the comment experience excluded part of the readership by design.
Taken together, the old system made it harder to centralize data, protect brand safety, and convert anonymous readers into loyal registered users inside Milenio’s own ecosystem.
Milenio chose Logora over other providers, including Viafoura, because of Logora’s adaptability and community first approach. The implementation was completed in just two weeks, which reduced technical and editorial disruption.
The first key improvement was unified login through SSO. By integrating comments directly with Milenio’s registration system, Logora removed the double login friction and made participation significantly easier.
The second improvement was moderation. Logora deployed a hybrid moderation model combining AI and human review, which helped Milenio reduce toxicity and create a more civil debate environment.
The third improvement was identity and belonging. The experience was fully customized for Milenio, including locally relevant avatars inspired by Mexican culture, which helped strengthen community identity rather than feeling like a generic plug in.
The fourth improvement was editorial innovation. Milenio launched a new video debate format called Realidades, built around everyday life topics and social issues. This was not just a comments section upgrade. It was the creation of a new editorial product designed to generate deeper discussion.
The rollout began quietly in late 2023, followed by a video campaign explaining how to participate. Milenio first targeted registered users, then later reused the same educational content for subscription onboarding.
The strongest part of the Milenio case is how quickly the platform produced measurable results. Across 2024 and 2025, Logora helped Milenio grow both the scale and the quality of participation, while also driving registrations and increasing time spent.
Milenio saw a 150 percent increase in daily comments in the first year, followed by another 100 percent increase in the second year.
Over time, the platform accumulated more than 120,000 comments and more than 120,000 interactions through likes and votes.
This growth was not just about volume. The quality of participation also improved. According to Milenio’s team, users moved from leaving emojis or very short reactions to writing reasoned paragraphs and reading other people’s opinions more actively.
Before Logora, the approval rate was around 60 percent. After implementation, Milenio reached an approval rate of 80 to 85 percent.
That increase is important because it reflects a healthier commenting environment. More approved comments means better quality contributions, less noise for moderators, and a stronger signal that the space is usable for constructive debate.
This is one of the clearest examples of how moderation quality and product design directly affect audience trust.
Milenio’s internal data also shows a major retention signal in time spent.
The average time on site for all Milenio users is 1 minute 48 seconds.
For registered users who do not comment, the average rises to 2 minutes 20 seconds.
For registered users who use Logora, the average reaches 4 minutes 40 seconds.
That is roughly 200 percent higher than the overall average, and it shows the difference between a casual visit and an active community experience. These are the kinds of behavioral signals publishers need when preparing for subscription growth.
Logora did not just improve engagement. It also became a direct contributor to registration growth.
Milenio reports that 10 to 11 percent of new daily registrations come directly from the comments widget.
Each month, between 2,000 and 2,500 new users register specifically to participate in Logora powered comments.
As a result, Logora became Milenio’s fourth most important registration source, outperforming many content sections.
For publishers trying to grow logged in audiences, this is a critical result. It shows that conversation can be a conversion lever when the user journey is built correctly.
Milenio also observed clear editorial patterns in what drives debate.
Opinion articles remained the strongest trigger for discussion, which confirms a familiar pattern for publishers. When content invites a point of view, readers are more likely to respond.
At the same time, the new Realidades video debate series delivered additional gains. Compared with other formats, Realidades generated 20 percent higher participation and 10 percent more users writing arguments instead of only voting.
This is a strong validation of a watch and act model, where video helps prime the user for participation. Milenio reinforced that effect through page design, creating Realidades pages with less noise and a stronger focus on the video and debate widget.
A common concern for publishers is whether deeper engagement experiences might reduce monetization performance. In Milenio’s case, Logora’s integration did not negatively affect monetization, including Taboola performance.
On the contrary, Milenio saw higher page depth and stronger session value. The comment feed also created additional advertising inventory in a high attention context, which improved the overall quality of inventory available to advertisers.
This matters because it shows that community building and monetization can reinforce each other when engagement is designed well.
The Milenio case is especially important because the value goes beyond comment volume.
Using Marfeel’s scoring model, Milenio identified Logora commenters as high value users, classified as “Lovers” with a score of 70 points, compared with 10 points for casual users.
Milenio also found that 50 percent of registered users were classified as lovers, making this audience a prime target for the subscription revenue phase planned for 2026.
In other words, Logora is not only helping Milenio increase participation. It is helping Milenio identify and nurture the users most likely to convert into future subscribers.
This is the core of subscription readiness. You do not just need more users. You need more engaged, loyal, logged in users inside your own environment.
Milenio’s results were driven by a combination of product design, flexibility, and partnership.
Logora reduced participation friction through SSO, improved discussion quality through hybrid moderation, and adapted the experience to Milenio’s local identity and editorial formats. That flexibility mattered because Milenio did not need a one size fits all tool. They needed a solution that could fit their stack, their audience, and their strategy.
This is also why the relationship worked at a strategic level. Logora was not just a comment vendor. It supported Milenio’s broader shift from traffic volume to reader value.
By replacing a Facebook based comment system with Logora, Milenio built a stronger, safer, and more effective participation experience inside its own ecosystem.
The impact is visible across every key metric that matters for modern publishers: more comments, better approval rates, longer sessions, more registrations, and stronger subscription readiness signals.
Milenio’s case shows that conversational tools can do much more than add engagement to a page. When implemented well, they help media companies build an owned community engine that supports loyalty, retention, and future reader revenue.
As Juan Manuel Nava, Chief Reader Revenue at Milenio, put it, Logora helped Milenio create a community where there was none, while improving the metrics that matter most, including time on site and loyal registered readers, and helping prepare for the next step into subscriptions.
