El tiempo de cambio.
Position | Interview |
Luis Fernando Santos ha liderado El Tiempo, el diario mas importante de Colombia, en uno de los periodos mas dramaticos de su historia de casi 100 anos. En 2007, el grupo familiar alcanzo ganancias record y firmo una alianza estrategica para vender una participacion mayoritaria de US$338 millones al espanol Grupo Planeta. Santos habla con LATIN TRADE sobre esta nueva etapa de la empresa.
?POR QUE ESTA IMPLEMENTANDO UNA PLATAFORMA MULTIMEDIA?
Antes el periodico era tan importante que imponia las condiciones del mercado. Hoy, el mercado es radicalmente diferente: hoy las condiciones las impone la audiencia, una audiencia muy cambiante. Todos los dias tienen diferentes dispositivos, diferentes habitos y menos tiempo disponible, pero es una audiencia a la que si le interesa estar informada. Tenemos que responder a ella con las plataformas digitales, de television, moviles y de Internet. Hace diez anos comenzamos a movemos en esa direccion con nuestro portafolio de productos.
?QUE ES LO QUE DA COHERENCIA A LA ESTRATEGIA MULTIMEDIA?
Obviamente, la coherencia tiene que ver con la generacion de contenidos. Era tan sencillo como decir que el 100% del contenido de la casa editorial tenia que centralizarse en una base de datos comun. De esa base de datos, sacamos contenido para enriquecer todos nuestros productos. Todos tienen que trabajar para lo mismo: la audiencia, no para un producto especifico. Lo que queremos hacer es incrementar audiencias. Como concepto suena sencillo, pero demoramos casi cuatro anos en crear esta cultura.
?QUE PAPEL JUGO MULTIMEDIA EN LOS RESULTADOS RECORD EL ANO PASADO?
No tengo la menor duda de que parte del exito del ano 2007 tiene que ver con la venta de multimedia. El cambio comercial fue tan complejo como el cambio en la redaccion porque teniamos que cambiar la mentalidad del vendedor que paso de vender cuartos de pagina, circulacion certificada, pop-ups en Internet, spots de 30 segundos en television, a vender nichos, audiencias y sumas de audiencias...
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