03. EDUCATION, INFORMATION, AND ENTERTAINMENT IN TRANSFORMATION ANNUAL REPORT 2011 PRISA News El País closed 2010 with an unprecedented journalistic exclusive, in collaboration with four other major global titles -The New York Times, The Guardian, Der Spiegel and Le Monde- the WikiLeaks’s papers, the greatest leak of classified documents in history. The impact on different countries that followed the revelations by El País and elpais.com resulted in significant circulation growth, especially among digital users, and sparked a passionate debate about journalism in the digital age. In 2010 El País launched a new central news desk from which we publish the first digital news of the day. In addition, over the course of the year, we further developed the overall integration of the editorial process, which is expected to be finalized in 2011, with a single team of journalists developing all digital and analog products under the El País brand name in different media (print, web, mobile phones, tablets, etc.). 2010 also saw the launch of a new application, specifically designed for the iPad, the new Apple tablet. Within months of the launch, the application had clocked up over 100,000 downloads. There is huge potential here and the technology will be now be rolled out for tablets belonging to other brands and other technologies. Another of the key strategies of the year was to take full advantage of the power that social networks have to project the El País image of quality. Throughout the year, the newspaper experienced strong growth on the social networks, giving our content a wider and broader reach. In 2010, the paper launched Eskup, which is simultaneously a network, a journalistic tool, a discussion forum and an open medium of communication. 2010 also witnessed the consolidation and expansion of the global edition of El País . The newspaper is printed and distributed in the Americas with our trademark standards and thus meets the demands of the most discerning readers on the continent. The newspaper expanded its distribution, with new deals in Chile joining joint venture agreements with newspapers in Mexico, Argentina and the Caribbean. 46 In 2010 El País maintained its lead among the general-interest press. Despite the crisis, the paper reported an average daily circulation of 370,080 copies, which increased the paper’s lead over its closest competitor by more than 84,000 copies on average, according to data from the OJD pending audit. According to EGM data, El País once again had the top readership figure among the general-interest press, with 1,924 million readers per day between February and November, beating its nearest competitor by 624,000 readers. It was the only paper to report a net profit. Elpais.com maintained and improved upon 2009’s strong growth in 2010 and registered 6,596,000 unique users per month (according to Nielsen / Netview, which provides information on Spanish online audiences from home and work). The gap with its strongest competitor on the Internet has decreased to 144,000 unique users monthly. El País marketing management organized and carried out in 2010 several branding campaigns within a framework of multimedia concepts and multi-format media plans. To coincide with the first quarter audit by EGM, the paper launched a campaign for the weekly supplement El País Semanal with the slogan: “All you need in one place”.