The second edition of our Latin American Week has officially started this 25th of September, in which we gathered all the office directors of ATREVIA in Latin America.
The day has started with the presentation Global Communication in Latin America, Regional Press vs. Digital Press. For this breakfast we had the participation of Mercè Ribera, vicepresident of ATREVIA in Latin America, and Bernardo Marín, sub-director in charge of digital information channels of El País, who was also in charge of launching El País Americas.
Both of have coincided on the importance of understanding the power of social media and new formats of communication, especially now that companies are facing the eventual arrival of the Z generation that is composed by already 70 million people in Latin America and the Caribbean. Platforms such as Pictoline from Mexico and PlayGround are two successful cases of the media that were able to talk to the Zs in their same language offering an original and viral content, capable of attracting and generating influence.
The enormous change, without precedents, affects the traditional media. The numbers are self explaining. Youtube has an audience share of 58% in Spain and its impact in Latin America is even bigger, being the first platform with an unstoppable growth.
Globalization and precisely the arrival of Spanish companies in Latin America is a fundamental process to follow, in order to continue growing in a more and more competitive and demanding world. For this reason, it’s become indispensable to understand the reality of each region to distinguish which one are the major communication channels to reach our public.
Such concern was confirmed by Bernardo Marín, who revealed the expansion process of El País. “In 2012 Spain represented the 70% of our traffic and today it’s only 49%. We are the number one Spanish speaking media in the world, fourth in México and eighth in Brazil” he explained. His ingredients for success were to generate adapted local contents to their audiences and formats, to explore more innovative formats and above all, to make rigorous journalism and offer valuable information that makes a difference among thousands of online channels.
