This is the last issue of La Vanguardia in its traditional berliner format and old design.
Tomorrow, La Vanguardia, the leading quality family-owned newspaper of Barcelona (Catalonia, Spain), will launch its new format.
Today, La Vanguardia has a supplement that tracks the graphic changes of the paper in its 126 years.
La Vanguardia will use two new and fast Wifag Evolution 371 full color printing presses.
The promotional campaign is simple and direct:
“La Vanguardia no cambia” or “La Vanguardia doesn’t change”
The message is clear:
The Spanish newspaper introduces editorial and graphic changes but the “soul” of the paper remains.
This is not a newspaper in crisis.
Or trying to find a new niche.
La Vanguardia will have the same tabloid format of El Pais, and the same format that it has had for its national and international editions for many years.
Javier de Godo, publisher and president of the paper was the force behind the dramatic and very successful changes made on October 2, 1989.
Then, Walter Bernard and Milton Glaser redesigned La Vanguardia in a big and original way and the paper started to print the new format with another Wifag.
The nameplate was changed.
A new editorial formula was launched and La Vanguardia got new young readers and more ads than ever.
Tomorrow’s changes are less dramatic, but, like in 1989, they have been seriously discussed for more than two years.
The new graphic and editorial formula has been developed as an “in-house” project lead by the publisher, Javier de Godo, and the editors Jose Antich and Alfredo Abian.
During this process, INNOVATION acted as a facilitator for the internal discussion.
The INNOVATION team included Carlos Soria (Spain), Juan Antonio Giner (USA), Juan Senor (UK), Claude Erbsen (USA), Thomaz Souto Correa (Brazil), Javier Errea (Spain), Javier Zarracina (USA), and Marta Torres (Spain).
We selected and presented the most relevant international media trends, audited the newspaper, reviewed its newsroom management and suggested many changes that at the end of this process were included in a final report to the directors and editors of La Vanguardia.
After our report was issued, the graphic changes were produced by the design department of La Vanguardia, lead by Carlos Perez de Rozas, Rosa Mundet and Jose Alberola, and the help of Pablo Martin and Jaime Serra.
They have done a superb job.
It has been a longterm project.
And an example of team work.
A content-driven redesign.
Today, the editor of the paper, Jose Antich, explains in its daily bulletin (”Looking to the Future”) how La Vanguardia will change tomorrow, but keeping its soul and, what’s more important, offering a better product than ever.
