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The new El Diario campaign emphasizes: El Diario To Help You Live!
El Diario has served the Spanish-speaking community of New York and its suburbs for 100 years. Today, it unveils a new philosophy about news presentation, and it does it across platforms.
As Juan Varela, Vice President for Content of Impremedia, put it:
“El Diario has been rethought from mobile phones to social networks, to achieve the same reader experience in print and digital.”
More from Juan about this interesting development for El Diario:
El Diario will follow the model of a digital first media that shows content and news with the same dynamic navigation by #hashtags and try to show the best and most useful formats for every audience in their preferred reader device. It has a
rethought news architecture and a new newsroom organization to serve better our journalistic and business goals.
El Diario has been rethought from mobile to social media.
“For Latins in the US, these platforms represent not only tools for information, sharing ideas and relating to their communities, as well as with their countries of origin, but they are also the main tools for reading and consuming content. That is why we have used common codes and formats that will allow us to organize information the same way for both print and digital platforms, with the additional purpose of accelerating change of culture and convergence in the newsroom,” Juan told me in an interview Tuesday.
According to Juan, the goal of the project is to present content that reinforces the character of El Diario as a means to integrate Latins in New York as well as persons of other cultures and countries.
“We want to help people to live better,” he said. “We want to take that old slogan “The Champion of the Hispanics” to the reality of information that empowers them. We want to be a tool for people in any platform.”
Juan says that this new concept for El Diario is about reinterpreting the model of the popular quality press, but condensed for smartphone editions, but also reinforcing it in the print edition as well as across platforms.
“El Diario has been an integral part of our readers’ lives and of the Latino experience in Greater New York for over a century,” said Hernando Ruiz-Jiménez, General Manager of El Diario and Executive Vice President of impreMedia. “This more modern and engaging El Diario, is intended to super-serve the readers’ experience, while integrating it into the multiplatform environment that we provide. It positions El Diario to be an even more visible and prominent presence in the 21st-century media landscape.”