04. Education, information and entertainment in transformation Annual Report 2013 63 PRISA Noticias El País: The global newspaper in Spanish The newspaper El País was forced in 2012 to undertake a sharp reduction in expenses, which included a labor force adjustment plan. Yet these measures, involving organizational and production changes, have not prevented the newspaper’s print and digital editions from continuing to attract more new readers than any other Spanish paper. 2012 also saw the successful conclusion of the comprehensive multimedia integration of the newsroom, guided by the digital first policy (ie news goes on the Internet first). There was increased focus on the International section covering Latin America and an independent newsroom was set up in Mexico, which works in tandem with Madrid. Other initiatives included the new editorial sections on Culture and Sports and the digital version of the travel supplement, El Viajero. This multimedia integration would not have been possible without video, and we now offer live broadcasts of different events, be they institutional (eg. debates organized by El País) or spontaneous demonstrations in the streets (including the May 15 protests). In 2012 El País remained the leading general-interest print newspaper with a circulation of more than 320,000 copies on average (OJD data). It was also the most international Spanish-language newspaper, with a circulation of around 40,000 copies in the United States, Mexico, Argentina, Chile, the Dominican Republic and Peru, as well as in several European countries. 38 % of the online audience for Elpaís.com comes from outside Spain. El País enjoys a lead of more than 100,000 copies over its immediate competitor, El Mundo. As for the number of readers, as measured by the Estudio General de Medios (EGM), the third and fourth quarter figures from 2012 gave the paper a total readership of 1,929,000 against El Mundo’s 1,219,000. In the digital world, Elpaís.com is the world’s leading Spanish media outlet, according to comScore data from December. Elpaís.com was also market-share leader in Spain (7.5 million per month, ie. 316,000 unique users ahead of El Mundo). Users check out the site not merely via computers, but also via a range of platforms and new applications, with mobile device audiences now making up around 30 % of visitors. Meanwhile, the Kiosko y Más platform, a partnership between PRISA and Vocento that brings together more than 300 titles from the major Spanish publishers, has become the top generator of revenue in the Apple Store and was awarded “Publishing Platform of the Year.” The presence of El País in social networks has also been very noticeable. The main Twitter account has 2.22 million followers, which is twice last year’s figure. In all, the newspaper has 29 accounts. The Sports account boasts 350,000 followers, while politics has 68,000. Among the specific digital media products, 2012 saw the launch of El País Selección, which brings together articles, reports, interviews and unpublished work, and is available for Amazon’s Kindle. El País also remained extremely active in 2012 within the branded debates and lecture series El País Encuentros . The year’s highlights included the November 27 event at the Teatro Real in Madrid with the participation of the president of Brazil, Dilma Rousseff, entitled “Brazil on the path to growth”; the January 20 event covering business opportunities in Peru, which included a talk by that country’s president, Ollanta Humala and the Spanish Minister of Economy, Luis de Guindos; and the event in Bogotá on April 18, “Investing in Colombia “, with the participation of the president of that country, Juan Manuel Santos.
PRISA Annual Report 2013
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