05. DIAloGuE AnD communIcATIon wITh STAkEholDERS AnnuAl REPoRT 2011 products. Interaction with readers opens up a real dialogue that provides us with invaluable information on the public we serve. The interactivity offered by the digital environment takes place at three levels: Authors: thanks to the digitization, we have created blogs, profiles of books / authors, etc. new media facilitate communication when it comes to promoting authors and allows interaction with readers. Readers: Digital media allow us to reach our readers. Dialogue via the social networks is a forum for recommending books, answering questions and responding to concerns, and is an invaluable tool for gathering information about readers’ tastes and reading habits. customers and journalists: All relevant information is constantly updated online in a continuous process of communication that benefits everyone. All PRISA sites closed the year with significant growth over 2009. During 2010, our sites recorded an average of 42 million unique users each month, representing a +27% increase over the previous year. These excellent results are chiefly due to: Record results for elpais.com in 2010. The digital edition of the daily newspaper was visited by an average of 17.8 million unique users per month (+14% compared to 2009). In December, the site reported 21 million unique users, on account of the wikileaks story and the christmas lottery. news coverage on ESkuP reported more than 200 thousand users on the occasion of the metro strike, the world cup, the lottery, wikileaks, etc. The significant inter-annual growth of as.com, with 36% more users than in December 2009. In 2010, an average of15.4 million unique users per month visited PRISA’s sports portal, 39% more than in the previous year. There was a notable drop in unique visitors over the last week of December due to the break in the Football league season and the holiday season. The significant inter-annual growth of cincodias.com, up 22% over December 2009’s figures. In 2010 a monthly average of 1.4 million unique users visited cincodias.com, 24% more than in 2009. The average 2010 saw us making significant headway in the field of social networks and web 2.0. All our publishing labels set up profiles and web pages in each of the social network platforms. The year also saw the transformation and design of the new global websites for Santillana Ediciones Generales, designed to present a common, shared image and take advantage of synergies as a group. Monthly users 60.000.000 50.000.000 40.000.000 30.000.000 20.000.000 10.000.000 0 nov Dec Jan Feb mar Apr may Jun Jul Aug Sep oct nov Dec 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 * Product Report ( Internal Source omniture) at the close of December 2010. 75