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La-Reinvención-De-The-New-York ISMAEL NAFRÍA La reinvención de The New York Times © Ismael Nafría, 2017 1ª edición: Marzo de 2017 Ilustración de portada: Gabi Campanario (www.estudiocampanario.com) © Gabi Campanario por la ilustración de portada © Rosental C. Alves por el prólogo Edición: Cristina Sarró Diseño de los gráficos: Pablo González ISBN: 978-1544822792 Ismael Nafría: www.ismaelnafria.com Web del libro: www.ismaelnafria.com/nytimes Este libro ha sido posible gracias al apoyo del Centro Knight para el Periodismo en las Américas de la Universidad de Texas en Austin knightcenter.utexas.edu AGRADECIMIENTOS Todo libro lleva la firma de su autor, al que se puede considerar, justamente, su principal responsable. Pero detrás de esa firma siempre hay una serie de personas sin las cuales el libro simplemente no existiría o, en el mejor de los casos, sería mucho peor. A todas estas personas quiero agradecer, de corazón, su apoyo durante los largos meses de gestación de este proyecto. En primer lugar quiero mencionar a mi familia. Le debo muchísimo a Tina, que una vez más ha mostrado una confianza ciega en el libro y en su autor, y ha apoyado el proyecto de mil maneras, interviniendo tanto en la preparación y organización de esta obra como en su edición y revisión final. Moltes gràcies! A mis tres hijas, Clara, Laura y Blanca, les quiero agradecer la enorme ilusión que siempre han mostrado por el proyecto y la naturalidad con que han acogido durante todo este tiempo la “presencia” del Times en nuestra vida familiar. ¡Espero que os guste el resultado final! Los consejos de Clara han sido los de una joven y muy prometedora profesional de la publicidad y relaciones públicas, experta en marketing digital. Laura -a quien le hubiera encantado que, de un modo u otro, Taylor Swift apareciera en estas páginas- ha mostrado gran interés y preocupación por el modelo de negocio del libro. Y Blanca, que ha descubierto este año en Austin el mundo de la escritura creativa, no ha dejado de darme consejos sobre cómo hacer más interesantes estas páginas para el lector. A Rosental Alves, director del Centro Knight para el Periodismo en las Américas de la Universidad de Texas en Austin -y gran amigo para siempre-, quiero agradecerle el apoyo incondicional que ha mostrado por el proyecto desde el primer minuto en que supo del mismo. Se lo conté durante una conferencia internacional sobre periodismo celebrada en Barcelona, y ya entonces sembró en mí la idea que ha permitido que el libro sea hoy una realidad: pasar un tiempo en Austin (Estados Unidos) como visiting scholar y periodista en residencia del Centro Knight. Muito obrigado meu amigo! Quiero expresar mi agradecimiento a todos los nuevos amigos del Centro Knight por su apoyo personal durante estos meses, y también al director de la escuela de periodismo de la Universidad de Texas, R.B. Brenner, que ha seguido con gran interés los avances del libro. Un agradecimiento muy particular va dirigido a mi buen amigo Gabi Campanario, autor de la magnífica ilustración que aparece en la portada de este libro. Admiro profundamente el trabajo artístico y periodístico de Gabi como urban sketcher, que os invito a descubrir en www.estudiocampanario.com. También quiero darle las gracias a Pablo González, que se ha encargado –con infinita paciencia- del diseño de los gráficos que aparecen en el libro y del diseño de la portada. Y a Marc Argemí por la colaboración de su empresa Sibilare en el análisis de las cuentas de Twitter del Times. Muchísimas gracias a mis grandes y generosos amigos Magda Carrera, Carlos González y Jordi Canyissà. He perdido la cuenta de las veces que hemos hablado sobre el libro y me han ayudado con sus sugerencias. Igualmente, muchas gracias a Ivan Lacasa –¡feliz coincidencia la de Austin!- y a Carolina Chagas por su gran implicación en la fase final del libro. Y gracias también al resto de amigos y compañeros de profesión –imposible citarlos a todos aquí sin correr el imperdonable riesgo de olvidarme de muchos- con los que, en un momento u otro, he hablado del libro. Sus comentarios han ayudado más de lo que ellos creen a dar forma a este proyecto. INDICE · Prólogo – Rosental C. Alves I · Introducción: ¿Por qué este libro? V PARTE I 1. Diez conclusiones y lecciones de la reinvención digital 1 de The New York Times 2. Catorce gráficos que explican la transformación del 27 negocio de The New York Times Company y del diario The New York Times 3. 25 cosas interesantes que puedes hacer en la web de 43 The New York Times PARTE II 47 La crónica de dos décadas de reinvención digital de The New York Times (1994-2017) 4. 1994: Lanzamiento de “@times” en America Online 49 5. 1995: Versión beta de NYTimes.com 51 6. 1996: Lanzamiento de NYTimes.com 52 7. 1997: La muerte de Lady Di, primer gran test para la prensa digital 64 8. 1998: Primer rediseño de NYTimes.com 66 9. 1999: Creación de New York Times Digital (NYTD) 68 10. 2000: Creación de un equipo de actualización de la 71 web en la redacción impresa 11. 2001: Los atentados del 11-S 77 12. 2002: Siete premios Pulitzer para el Times 86 13. 2003: Propietario único del International Herald Tribune 90 14. 2004: El Times vuelve a ingresar más de mil millones de dólares en publicidad 94 15. 2005: Integración de las redacciones impresa y digital 97 16. 2006: Nace la web móvil y se lanzan los primeros podcasts y blogs 105 17. 2007: Inauguración del nuevo edificio del Times 114 18. 2008: La publicidad cae un 13% y primera app para iPhone 120 19. 2009: El peor año en décadas para la prensa de Estados Unidos 124 20. 2010: El 16% de los ingresos, digitales 130 21. 2011: Lanzamiento de la suscripción digital al Times 133 22. 2012: Por primera vez, más ingresos por circulación que por publicidad 139 23. 2013: The New York Times, único foco de la compañía 144 24. 2014: El año del “Innovation Report” 148 25. 2015: Más de un millón de suscriptores digitales 154 26. 2016: Donald Trump y el espectacular aumento de las 162 suscripciones digitales 27. 2017: Más de tres millones de suscriptores (entre 181 impresos y digitales) PARTE III 28. ¿Cuántos contenidos publica al día The New York 187 Times? 29. Los tres documentos clave en la transformación digital 191 del Times 30. Más premios Pulitzer que nadie 210 31. “All the News That’s Fit to Print”: El eslogan periodístico más famoso del mundo 214 32. Las mejores historias y los contenidos más populares en The New York Times 220 33. The Upshot: La apuesta por el periodismo de análisis y datos del Times 230 34. “Snow Fall”: la revolución del periodismo narrativo longform 238 35. El vídeo, elemento central de la apuesta del Times por el periodismo visual 245 36. El Times cree en la realidad virtual 258 37. NYT Beta: Un equipo para impulsar nuevos proyectos digitales 275 38. NYT Cooking: más de 18.000 recetas de cocina 287 39. La renovada apuesta del Times por los podcasts 297 40. NYT Global: 50 millones de dólares para la expansión internacional 308 41. The New York Times en Español 315 42. Times Insider: Bienvenidos a la redacción 324 43. Más de 50 newsletters 330 44. La historia de los blogs del Times 340 45. Los comentarios de los lectores en la web del Times 351 46. La lista de best sellers más importante del mundo editorial 360 47. Otros contenidos y servicios de la web del Times 369 48. “Smarter Living”: una apuesta por el periodismo de 379 servicio 49. El departamento de I+D del Times 382 50. The New York Times en las redes sociales 388 51. Orígenes y evolución de la publicidad nativa en The New York Times 399 52. El defensor del lector del Times 414 53. El fondo solidario del Times 429 PARTE IV 54. Los otros negocios de The New York Times 431 55. NYTLive: el negocio de las conferencias y eventos en vivo del Times 438 56. Times Journeys: viajes educativos en compañía de expertos del Times 444 57. Iniciativas del Times en el ámbito educativo 447 EPÍLOGO 58. La chica más guapa de la fiesta 461 59. Más de tres millones de suscriptores 465 La reinvención de The New York Times I PRÓLOGO Rosental C. Alves Es cierto que lo que es bueno para The New York Times no es nece- sariamente bueno para todos los periódicos, pues el diario más im- portante del mundo tiene características especiales o únicas. Sin embargo, La reinvención de The New York Times muestra tantas innovaciones, tantas iniciativas originales y audaces que segura- mente se encontrarán aquí lecciones útiles para cualquier periódico interesado en adaptarse al nuevo ecosistema mediático creado por la revolución digital. Y lecciones útiles también para cualquier persona interesada en la evolución del buen periodismo frente a tantos retos y amenazas a su sustentabilidad en el nuevo mundo digital. Conozco a muchos periodistas, editores y ejecutivos de medios de todo el mundo que tratan de mantenerse al tanto de las novedades de The New York Times, pues lo ven como una especie de laborato- rio de experimentación desde donde podrían salir soluciones para los problemas que la industria de periódicos enfrenta en todas partes hoy día. Pero nunca he conocido a nadie que haga un monitoreo más sistemático del Times que el periodista catalán Ismael Nafría, autor de este libro. Hace más de una década, cuando lo conocí en Madrid, él trabajaba para Prisa, el mayor grupo de comunicación de España, que publica el periódico El País, quizás el más importante del mundo en idioma español.
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