Commitments and future challenges Sustainability at PRISA 93 Sustainability Report 2014 transformation that puts the customer at the center of all activity (whether reader, teacher or student) via a multichannel and multi-platform strategy. Social networks (especially Facebook, Twitter, Linkedin and YouTube) allow the company to improve communication with the school community far beyond what is permitted by traditional media. Over the past year, the company has worked to integrate traditional communication strategies and new strategies for multichannel and multimedia communication (demonstration videos, promotional videos, testimonials, QR codes, etc.). Education The company endeavors to maximize the possibilities offered by communication channels to better interact with customers. Santillana manages an on-line community with more than 70,000 teachers through E-vocación, which provides a wide range of educational materials and other high value-added services such as on-line learning, interactivity, discounts in the entertainment sector, etc. In addition, the company continues to move forward with the open platform IneveryCrea as a community of education professionals, not only as a standalone service (in the case of Spain) but also as a service specialized in the Sistema UNO and Compartir systems. PRISA Ediciones With the traditional value chain, the reader was typically the very last link, coming after the author, agent, publisher, distributor and point of sale. In the era of Internet and new technologies, readers now actively exert influence throughout the entire process: defining content, price and promotion. In addition, a satisfactory reader experience and subsequent reader recommendations serve to reinforce the amplifier effect. The company’s most successful operations are those that have used reverse marketing. That is to say, the company has anticipated the market by producing content that a certain group of readers demanded. A case in point is the series of cookbooks by famous food bloggers, such as Sandra Mangas, author of the blog La Receta de la Felicidad (Recipe for Happiness), from whom the company commissioned a book after tracking her blog and social media profiles over the course of several months. Three weeks before publication, Sandra’s book was already the best-selling title on Amazon. It now has more than 75,000 Facebook fans, more than 7,500 followers on Twitter and 40,000 on Google +, and she is already preparing her second book. The blog Webos Fritos won the blog award, Premio Bitácoras 2010, for Best Food Blog, as well as the Gastroblogs Award 2011. After examining the blog’s content, the company decided to commission two books. These currently boast over 27,000 followers on Facebook and nearly 20,000 on Twitter. The authors and publisher have worked hand in hand at all times, sending out the same messages and employing the same graphic design at all times, without sacrificing the spirit of the original. The company has got the message out via all available channels at once -the publishing label’s website, blog and author’s website, social media profiles, etc.- allowing the authors to be first with the news: announcement of a new book, updates to digital book reprints, contests and prize draws, etc.. This gets the reader in on the act and means that the results of the promotion are exponential. The Internet has proven to be the best possible insight into the market. Publishers can see the results of real sales if the title has been self-published and thus calculate the print run by taking into account the number of followers an author has for their blog or on social networks. The best way to remain a major player in this new, emerging value chain in the publishing sector is to provide real value to readers. The company offers a unique reading experience, not just a mere product. In this sense, PRISA Ediciones has pioneered the creation of illustrated content in advanced formats that are particularly suitable for digitization such as illustrated cooking, travel or children’s titles. PRISA Noticias PRISA Noticias’ media maintain a close relationship with their readers. The presence of its titles in social networks has been key to maintaining a dialogue with all those users who choose the group’s media, and readers can now participate actively in the news and share their own views. Data on Twitter followers reflects this direct contact and dialogue between readers and the company’s media outlets: El País (3.12 million), As (850,000), Cinco Días (109,000), El Huffington Post (163,000), Rolling Stone (90,500) and Cinemanía (81,000). Those are the numbers for followers of just some of the company’s media. All of these users receive directly all published information and all of them have the chance to interact. The Readers’ Editor is responsible for dealing with reader complaints, concerns and suggestions regarding the content of the newspaper. The Readers’ Editor monitors and acts as guarantor of compliance with ethical rules, and the rules of conduct and professional procedures as set out in the Style Book and acts accordingly in cases of non-compliance. The Readers’ Editor also acts
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