La Teja has seen impressive growth in the past year. Much of the success can be attributed to La Teja’s secret ingredients — creativity, knowing your audience, and good content that surprises. 

Much of La Teja’s creativity comes in the form of humour. 

“Humour is a very big part of the product,” said Marcela Trejos, marketing manager for La Nacion, the Costa Rican media company that owns La Teja. “We didn’t need blood like the competition was doing.”

Knowing the newspaper’s audience is also key to La Teja’s success. The focus is on everyday people, with the goal to make every story entertaining and relevant to the community, Trejos said.

“We tried to be consistent, and persistent, making our heroes our everyday people,” she said.

The results are impressive. La Teja saw a large increase in advertising revenue and a community formed around it; that community now organises contests and gatherings.

“We made the product, we made it run, and now advertisers want to be part of it,” Trejos said.