Eduardo Garces, general manager for El Espectador in Colombia, spoke at the 83rd INMA World Congress about how to promote print magazines in a digitalised age.

Garces said that 70% of his time is devoted to the digital media industry, but news companies need to focus on promoting more print publications.

“We refuse to neglect our current market — print readers,” Garces said. “We decided to look into independent magazines.”

Referring to a 2012 study on Colombian magazines, the top three publications focus on pop culture and celebrity life, Garces said: “This was a time to keep creating print business for the market.”

To keep up with competition, El Espectador established Vea magazine.

“We need it to be very interesting, relevant, fun, and with no drama. We need it to be everywhere nationwide,” Garces said. “Most importantly, we need it to be affordable.”

To promote the newly developed magazine, Garces and his team instigated multiple marketing strategies to ensure its success within the digital media age.

“Sixteen months afterwards, Vea is the No. 1 magazine in the country,” Garces said.

The success of the company was due to the affordable cost, which was accomplished by sharing distribution costs with the local daily newspapers.

“We wish any of our businesses would become as profitable as this has in 16 months,” Garces said. “Let’s go back to basics and still work with relevant content.”