José Antich, conference speaker at EADA's Master in Corporate and Institutional Communication

José Antich, described himself as a trench journalist who is in charge of directing one of the most important newspapers in the country. He devoted his conference to giving a series of brushstrokes from his longstanding experience in the media on how to communicate and be good communicators, and the way in which a communication manager of a company interrelates with a medium such as La Vanguadia.

When the time came round for questions he highlighted the importance and the opportunity of digital platforms as the future for advertisers in newspapers. Latest trends seem to show that the paper medium is becoming increasingly more expensive, with less space and penetrating into it will become more and more complicated whereas the digital media are making up for this lack of space.

The relationship between the communication media and communication managers is absolutely essential and mutually necessary but there must be mutual understanding and a capacity to adapt to the environment because there is no doubt that the economic crisis and the new constantly evolving communication channels do influence.