1 | Year in review 2 | PRISA, a global group 3 | Commitments and future challenges 4 | Sustainability at PRISA 5 | Appendix
PRISA | 89
brands in a community of over 20 million followers
on all major platforms (Facebook, Twitter, Instagram
and YouTube).
El País, for instance, goes wherever its users are
and we are attentive to the interest generated by
the various video formats among users on social
networks. Video has become increasingly important
in coverage of some of the year’s key events,
such as the terror attacks in Catalonia and the
Catalan independence movement. In addition, El
País has increased its presence on other audiovisual
platforms such as Periscope.
Optimal user experience relies on quick and accurate
access to content. That’s why El País, as part
of its constant commitment to innovation, has implemented
the new AMP (Accelerated Mobile Pages)
system promoted by Google, which quadruples
the search and download speed for news on
mobile devices and tablets. Access through such
devices continues to surge, and now accounts for
64 % of online traffic.
RESPONSIBLE MANAGEMENT
OF OUR USERS AND DIGITAL
TRANSFORMATION
Digital technology has definitively placed people at
the center of each and every company’s strategy.
Digital technology brings us closer to users and
allows companies such as PRISA to learn more
about their habits – thereby enabling us to offer
an improved and more complete user experience.
This entails responsible management of our users
that must first start with focussing on and preparing
our professional teams to face the challenge
of digital transformation – a transformation that requires
us to develop new skills, new procedures,
new products and new ways of working. Fortunately,
over recent years, PRISA has been energetically
pursuing an ambitious culture of transformation
that is attentive to change, and has fostered
develop new skills, new procedures, new products
and new ways of working, all of which are essential
if we are to embrace the new opportunities
offered by technology and digital environments.
Direct dialogue between the media and readers has
long been embraced by the Group and this dialogue
is supported by technology that allows the user to
see the effect of their active participation both on
the collective opinion and on content creation, and
this, in turn, contributes to audience growth.
This ongoing consideration for the user is repeated
in every corner of the company. Thanks to technology,
Santillana, for example, has been able to
apply methodological formulas that are part of the
current transformation of schools and where parents,
students and members of the educational
community all play a fundamental role. A case in
point is the SET VEINTIUNO project, a Santillana
initiative for learning centers in Spain and Latin
America aimed at educating 21st-century citizens
in the skills and competencies they’ll need in a
world dominated by the Internet and by knowledge.
Meanwhile, the event Expedition SET VEINTIUNO
was aimed at introducing teaching professionals
to 21st-Century Skills, based on research
conducted by international organizations such as
UNESCO and the International Consortium for the
Development of Skills 21.
Last year also saw the third SantillanaLAB, the
platform that serves as a forum for experts from
different educational areas who come together to
look at innovation, thereby allowing Santillana to
get a broad view of the latest trends. The project
looks at a range of areas of strategic interest to
Santillana, such as the role of educational video,
the impact of the new languages and formats, and
the presence of maker culture in schools.
SantillanaLAB is also open to all aspects of the educational
community and encourages a comprehensive
analysis of changes occurring in schools
and the creation of spaces for virtual conversation
such as IneveryCREA.
This mission to be in alignment with the interests of
users is also embodied in PRISA Noticias’ media
through the close rapport that journalists have with
readers on social networks. This brings diversity,
plurality of opinions and enormous added value to