The challenge
El Gráfico publishes sports content at a very high pace, with much of its readership browsing from their phone at moments when reading a full article isn't an option -commuting, at work, looking at another screen. Offering audio as an alternative without adding extra work for the editorial team wasn't something they could solve by manually recording and editing every article.
What WAIA built
- Implemented the Audio Player widget: automatically generates and publishes the audio for every article, with no manual work from the editorial team.
- Cloned the voices of El Gráfico journalists, so the audio plays in the real voice of whoever wrote the article.
- Customised the player's look with El Gráfico's brand identity.
- Lightweight integration: a script embedded on the site, loading asynchronously from a CDN so it doesn't affect page speed.
The impact
- Audio became part of the editorial workflow with no added work for the team: it's generated and published on its own, article by article.
- Readers can choose to listen to the article narrated in the real voice of whoever wrote it, an experience no other Spanish-language sports outlet offers today.
- The integration doesn't affect site load speed: the widget is served asynchronously via CDN.
