Last September marked half a century since the creation in Argentina of Editorial Prensario SRL and the first edition of its magazine Prensario de losEspectáculos, a trade publication dedicated to the phonographic industry and the broader “show business” area, encompassing sections to pop music, folklore, jazz and classic; cinema, theater, shows, tours, recitals by national and international artists and sales rankings of phonograph records in the country.
Throughout its history, Prensario has progressively expandedits reach both regionally and globally and, at the same time, adapting to global innovations in the entertainment and media industry. Between 1978 and 1991, the Prensario Awards recognized various artistic endeavors in the country, with the winners being present live in a theater in Buenos Aires.
At the beginning of the 80s, the publication Prensario del Video started, which during its peak covered the latest news on videocassettes and later DVDs. In the second half of that decade, Prensario TV was launched, encompassing the first television meetings in the country, organized by Alberto González in Mar del Plata, and the linear pay TV conventions. In the 90s this publication evolved into Prensario Internacional and started to address meetings in other countries, such as Colombia – currently Andina Link – and Brazil, later taken over by ABTA in that country.
Starting in 1997, the thrivingevolution of the Internet prompted the creation of Prensario TI Latin America, with coverage of activities and trends in the sphere of the connectivity industry. In turn, the Web allowed PRENSARIO to expand coverage of events and trends with conventions in the United States, such as NATPE and NAB; in Europe, …
MIP and MIPCOM in France and NATPE Budapest in Hungary, and Southeast Asia was reached with the ATF (Asian Television Forum).
In Latin America, Punta Show – which this year held its twentieth meeting in Uruguay -, APTC in Peru and TEPAL in different countries on the continent from its headquarters in Panama were added. Since 2010, we have operated social networks, Internet platforms and our own databases that allow our advertisers direct contact with current or potential clientele of their products and services.
The pandemic and the global isolation forced us to reconvert the activity in 2020. The first thing was the creation of VIRTUAL SCREENINGS for the content industry, substitutingin -person meetings with fully virtual events and great analytical deployment. It was a great success that allowed the publishing house not only to continue operating despite the lack of print, but also to deepen its digital knowledge.
This led to the development of the current hybrid event coverage formats: PRENSARIOZONE, focusing on television, and PRENSARIOHUB, for TILA. They are web magazines with microsites instead of ads, which allow digital audiences to be covered with the same push of specific content as always. And then compact printed magazines, with their notes that commence in print but continue online through the use of QR codes. Hence, a ‘light to carry, quick to read’ format was achieved in harmony with the modernera.
Currently, Prensario manages six websites: Música y Espectáculos, TILA, TV Internacional, the two platforms ZONE and Hub for events, and currently developing Prensario del Vino, for the wine industry. Through online operations,information can be refreshed on a daily basis, resulting ina significantly enhanced user experience and improvedoutcome for advertisers.
Via social networks, content is offered daily – even on holidays – to users of Twitter, Linkedin, Facebook, Instagram and “influencers”, with differentiated texts for each specialty and swift access to the specific content of their interest and theexistant files regarding each of the specialties. Much has changed and evolved since those early days, but Prensarioremainstrue to its essence, which is to link and promote the industries to which it is dedicated. This is our enduring commitment.
