From the age of forty, many women decide to start studying for a competitive examination. 80% of the population suffers at some point in their lives from back pain, a condition in which constant movement helps. The first children of in vitro fertilization are getting older and are demanding to know who was behind those anonymous donations that gave them life. Specialized psychologists warn of the current lack of common sense in parenting. Younger women don't even want to hear about the birth control pill because they have demonized hormone treatments.
All of these issues have something in common: they raise changes that are taking place at the moment in society and that the rhythms of journalism do not always allow us to deal with in depth. They are also stories published in recent weeks by La Vanguardia within its Vivo digital channel (lavanguardia.com/vivo), a project that is now renewed to continue dealing with the issues that most interest current and future subscribers.
For this reason, all the contents of Vivo will be exclusive for people digitally subscribed to the newspaper. The project is part of the newspaper's commitment to the loyalty of its readers through the creation of close and quality information.
In this new phase, Vivo, which was founded in 2016, will publish interviews, reports and elaborate stories about the social trends that are changing our daily lives; our relationships -as couples, friends, family or intergenerational-; psychology and mental health; issues related to parenting and maternity and paternity; well-being understood in a broad sense and the challenges of a society where the age of the population is increasing.
All these areas generate special interest among our audience: of the total news published on the La Vanguardia website in recent weeks, the two that have generated the most subscriptions have been published live. One of them, the interview with Dr. Kovacs, one of the great experts in back treatment in the world, has attracted the visit of more than one million unique users to the web. The other, the report on how people born from anonymous egg or sperm donation request access to the data of these donors, also caused a great debate among readers.
Vivo is based on the belief that issues unrelated to political, economic or international information are also capable of changing our lives, and therefore must be treated in the same rigorous manner. Did you know, for example, that anxiety is a symptom that our body is working well and that a six-second exhalation helps to moderate it? We learned it thanks to another interview, the one conducted with psychiatrist Anders Hansen.
In its new stage, the section has top-level specialized collaborators such as journalists Begoña Gómez Urzaiz, Rosanna Carceller, Eva Millet, Leyre Flamarique, Abril Phillips or Roxana Ibáñez.
Vivo is one of the La Vanguardia channels coordinated by the team made up of Delia Rodríguez, David Dusster and Juan Manuel García Campos, in collaboration with the Society section of the newspaper headed by Susana Quadrado. The project is part of the efforts to build reader loyalty, an area directed by Álex Rodríguez. As Delia Rodríguez says, “we hope that Vivo's reports help those who are thinking of subscribing to La Vanguardia but have not made up their minds to take the step.”
Through its verticals and digital channels, La Vanguardia provides specific coverage to some of the areas whose information is most in demand by readers. For example, Tekneo deals with technological issues, and in recent times it has been paying special attention to artificial intelligence. Comer will soon be seven years old reporting everything related to the world of gastronomy. For its part, Moveo is dedicated to motor and mobility news.
With this relaunch, Vivo joins Bolsillo – the digital channel dedicated to personal finances that came to light just over a year ago – as one of the newspaper's great thematic bets.
As well as on the web, a selection of Vivo's best stories can be read regularly in the print newspaper.
