08:00 - 08:30

Meet the group in the lobby bar of Hotel Riu Plaza España

Meet in the lobby bar at 08:00 to meet fellow participants and our study tour guides.

08:30 - 09:30

Transfer by bus to first visit

We board our bus and leave for our first stop of the day.

09:30 - 10:00

Executive briefing and overview of the Spanish media market

Start your Spanish adventure by meeting your tour leads and fellow participants at this Spanish Media Study Tour executive briefing. INMA’s Greg Piechota and Gabe Dorosz will welcome you with an overview of the Spanish media market.

10:00 – 12:00

Visit Prisa Media

Calle de Miguel Yuste, 40, 28037 Madrid

Why we’re visiting them: Prisa Media is a titan of Spanish journalism, home to iconic brands like El País — Spain’s leading quality daily — Cinco Días (business), and AS, one of the country’s two daily sports newspapers. With a global footprint and a reputation for editorial excellence, Prisa Media exemplifies how legacy brands can innovate and thrive in the digital era. European news media executives will gain valuable insights into their data-driven audience strategies, pioneering subscription models, and cross-platform storytelling. A visit to Prisa Media offers a firsthand look at how a media giant harmonizes tradition with transformation, making it an essential destination for leaders shaping the future of news.

12:00 – 12:30

Transfer by bus to Vocento

12:30 – 14:00

Visit Vocento

C. de Josefa Valcárcel, 40 Bis, San Blas-Canillejas, 28027 Madrid

Why we’re visiting them: Gain insights into managing a complex, multi-brand media group that successfully balances a national (ABC) newspaper, 11 leading regional newspapers, and a news agency (Colpisa) across Spain. The company offers a unique case study in digital transformation, including pioneering subscription strategies since 2015, and navigating the organisational challenges of centralising functions, like advertising and subscriptions, while maintaining strong local market leadership and aiming to double its subscriber base by 2029.

14:00 – 15:00

Lunch break at Vocento

15:00 – 15:30

Transfer by bus to Unidad Editorial

15:30 – 17:00

Visit Unidad Editorial

Av. San Luis, 25, 28033 Madrid

Why we’re visiting them: Unidad Editorial stands as a pioneering force in European media, seamlessly integrating three iconic national brands — El Mundo (general news), Expansión (business), and Marca (sports) — under one innovative umbrella. What sets them apart is their strategic shift toward cross-brand synergy: consolidating subscription, advertising, and product teams to drive efficiency, scale, and reader revenue growth. For media executives, a visit to Unidad Editorial offers a rare opportunity to explore how a diversified portfolio can unite behind shared goals, optimise resources, and redefine audience engagement in an evolving digital landscape. Their model is a master class in balancing brand identity with operational unity.

17:00 – 17:30

Transfer by bus to Maldita.es

17:30 – 18:30

Visit Maldita.es

Av del Manzanares, 196

Why we’re visiting them: Maldita.es is Spain’s leading independent, non-profit fact-checking platform, dedicated to combating disinformation through investigative journalism, data analysis, and media literacy. Founded in 2014, it has become a national and international reference, using innovative formats and community engagement to verify political discourse, health claims, migration narratives, and more across social media and digital spaces. Their unique business model balances a non-profit newsroom with a for-profit tech arm, developing tools and solutions for other companies while reinvesting profits into public-interest journalism. For media executives, Maldita.es offers a compelling case study in how to sustain impactful fact-checking through diversified revenue streams and technological innovation.

18:30 – 19:00

Debrief of day 1 at Maldita.es

Av del Manzanares, 196

As we wrap up the first day of our Spanish media study tour, perhaps over a glass of Spanish wine, we’ll take a moment to share initial impressions and key takeaways. What surprised us? What strategies or innovations stood out? This informal group discussion is an opportunity to exchange thoughts, compare insights, and start connecting the dots between what we’ve seen and how it applies beyond Spain. With another full day ahead, this conversation will help us digest all the information we absorbed throughout the day and sharpen our focus on the lessons we want to explore further.

19:00 – 19:15

Transfer by bus to the RIU Plaza Espana Hotel

19:15

Participants have a free night out in the city.

08:15 - 08:30

Depart from Riu Plaza España Hotel

Meet the group in the lobby of the Hotel Riu Plaza España at 8:15 for a sharp departure at 08:30 for transfer by bus to the first visit of day 2.

09:00 – 10:30

Visit El Confidencial

Edificio Atica 7, Planta 1, Vía de las Dos Castillas, 33, 28224 Pozuelo de Alarcón, Madrid

Why we’re visiting them: El Confidencial is Spain’s leading digital-native news outlet, renowned for its independent investigative journalism and innovative approach to digital media. Founded in 2001, it has grown from a garage startup to a powerhouse with over 25 million monthly unique visitors, specialising in politics, economics, and investigative reporting — most notably as a key publisher of the Panama Papers. What sets El Confidencial apart is its commitment to transparency, audience engagement, and cutting-edge digital tools, including a custom research platform to enhance journalistic rigour. For media executives, a visit offers a master class in building a sustainable, subscription-based digital model, leveraging investigative impact, and fostering reader loyalty in a competitive landscape.

10:30 – 11:00

Transfer by bus to ElDiario.es

11:00 – 12:30

Visit ElDiario.es

Calle Gran Vía, 46, 28004 Madrid

Why we’re visiting them: To observe a successful and independent digital news organisation that thrives on a unique membership-based business model, funding 50% of its operations through deeply engaged members rather than paywalls. Their extensive and successful regional penetration across all 17 Spanish regions, commitment to investigative journalism, and strategic diversification of revenue streams (including events, podcasts, and advanced audience clustering for advertising) offer valuable insights into building a credible, financially sustainable, and community-focused media brand in a rapidly evolving industry.

12:30 - 12:45

Walk to Prisa Radio

Gran Vía, 32, 28013 Madrid

12:45 – 13:45

Lunch

13:45 - 15:15

Visit Prisa Radio

Gran Vía, 32, 28013 Madrid

Why we’re visiting them: Prisa Radio is the powerhouse behind some of Spain and Latin America’s most influential audio brands, including Cadena SER, Los 40, and W Radio. As the leading Spanish-language radio network, it reaches over 26 million listeners with a dynamic mix of news, music, sports, and entertainment across traditional and digital platforms. What sets Prisa Radio apart is its ability to innovate in content delivery, leveraging live events, digital integration, and cross-border collaboration to engage audiences in new ways. For media executives, a visit offers a unique opportunity to explore how a legacy radio giant is redefining audio storytelling, building community, and driving value in the digital age.

15:15 - 16:00

Executive briefing by La Voz de Galicia

La Voz de Galicia is Spain’s third-largest general-interest newspaper and the undisputed leader in Galicia, commanding a 63% regional market share and a nationwide audience of nearly 400,000 readers. Founded in 1882, it has successfully transitioned from a print-first model to a digital powerhouse, pioneering a reader revenue strategy that prioritizes loyalty over scale—closing 2025 with 14 million unique visitors. Its deep regional roots, bilingual (Spanish and Galician) content, and commitment to investigative journalism make it a standout case study in how regional media can thrive in the digital age. For media executives, a visit offers insights into building loyal audiences, monetizing digital content, and maintaining editorial relevance at a regional media brand.

16:00 - 17:30

Debrief of the full study tour

Use this time to reflect on the visits of the past two days; over a well-deserved glass of wine and tapas, we’ll reflect on and distill the key insights from our Spanish Media Study Tour. What can other Europeans learn from the Spanish media landscape? What lessons and innovations will we take back home to implement at our news brands? This informal, interactive group discussion is a hallmark of INMA's study tours, allowing us to exchange perspectives, compare takeaways, and uncover the nuances we each noticed differently — because we all hear, interpret, and remember unique aspects of the experience. this is an integral part of the tour.

17:30

Walk back to the Hotel Riu Plaza Espana

17:35

End of the INMA Spanish media study tour