La experiencia de VOZ en Rockal

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Asistentes a Rock al Parque leen la edición especial de VOZ. Foto PCC Bogotá.

Como se dio a conocer, tanto en la edición impresa como en las distintas plataformas digitales, el semanario VOZ tomó la iniciativa de elaborar una edición especial con ocasión de Rock al Parque, considerado el Festival gratuito más importante de Latinoamérica y uno de los acontecimientos de mayor relevancia en la cultura rock mundial.

Estas cortas líneas que se convierten en una socialización del trabajo realizado, tienen como objetivo replicar la experiencia e incentivar a los distintos regionales partidarios, y por qué no a distintas plataformas comunicativas, a tomar iniciativas de este tipo, teniendo en cuenta las particularidades y realidades de los territorios.

Por qué se hizo

En este nuevo momento del periódico, han emergido una serie de retos. La ampliación de repertorios, la diversificación de contenidos, el posicionamiento de marca en nuevos públicos y la posibilidad de activar trabajo de masas alrededor del semanario, se han convertido en un compromiso de la redacción.

Atendiendo lo anterior y considerando la importancia de Rock al Parque, espacio lejano y ajeno a nuestros esfuerzos militantes cotidianos, se tomó la iniciativa de hacer presencia en el festival a partir de nuestro principal producto, el periódico.

Cómo se hizo

La meta era un tiraje de diez mil ejemplares que pudieran ser distribuidos gratuitamente. Para ello buscamos pauta, figura que ha financiado históricamente a los medios de comunicación. Encontramos el impulso financiero en la Consulta Anticorrupción, quien vio con buenos ojos la iniciativa y decidió apoyarla.

La tarea principal era elaborar una edición que reivindicara la idea del periódico como canal de comunicación en una población mayoritariamente juvenil, por lo tanto, con baja tendencia hacia el consumo de impresos informativos. Esto demandaba cambios tanto en los contenidos periodísticos como en la diagramación clásica de la edición impresa semanal.

Ante el primer reto, el Consejo de Redacción se puso al frente de construir los contenidos en consonancia con el acontecimiento musical sin perder la línea crítica y alternativa del periódico. Se lograron construir cinco artículos donde se exploraba temas como el lugar histórico del rock en las resistencias juveniles, el papel de Rock al Parque en la industria cultural de la música, tres artículos especializados sobre agrupaciones protagonistas del festival, y la programación del evento.

Para el segundo reto, se logró una colaboración con el colectivo de comunicaciones “La Chispa”. Bajo una propuesta que incentivaba el posicionamiento de marca tanto del logo como de los colores clásicos, se logró una diagramación sencilla que resaltaba los materiales gráficos de los artículos aprovechando la posibilidad de tener color en las ocho páginas de la edición.

Cuál fue el resultado

Con las diez mil ediciones listas, el siguiente paso fue la distribución. El reto era entregar la mayor cantidad de ejemplares en Rock al Parque, sin descartar jornadas de entrega en puntos estratégicos de la ciudad. Con el apoyo del Partido Comunista Regional Bogotá “Mario Upegui” se logró la meta. En los tres días del festival equipos de 5 personas distribuyeron hasta la última edición especial.

El balance altamente positivo nos arroja la idea que ni los impresos están mandados a recoger, ni el semanario VOZ está condenado al estrecho público que lo consume juiciosamente. Si algo conoce este equipo, es que en una estructura comunista, lo prioritario siempre será la iniciativa política.

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