Jordi Fàbrega: “We no longer just make radio — we create content wherever audiences are”

In a media ecosystem evolving at speed, understanding how newsrooms are changing is essential for communications professionals. New formats, new workflows and, above all, new ways of competing for public attention are reshaping the daily rhythm of the media.

At our latest APPLE TREE PRESS event, we visited the headquarters of Cadena SER to gain first-hand insight into how one of Spain’s leading radio groups organises its newsroom and integrates new dynamics into its editorial model.

The visit was led by Jordi Fàbrega Baleri, Head of Economics, who explained how programmes are coordinated, how editorial decisions are made and how the organisation adapts constantly to the news agenda in an increasingly digital and multi-platform environment.

During the session, Jordi captured the scale of this transformation:

“If we want to reach more people, we have to adapt to where audiences are. We no longer only produce live radio: we record programmes to generate content for social media, create specific pieces for digital platforms and develop our own podcasts. That allows us not only to extend our reach, but also to connect with different profiles and generations.”

One of the most valuable takeaways from the day was understanding the strategic role Cadena SER is giving to podcasts. Far from being complementary content, on-demand audio has become a core driver of growth, relevance and brand positioning.

Radio from the inside

The visit also gave us the opportunity to attend a live broadcast of Hoy por Hoy, hosted by José Luis Sastre. It offered a behind-the-scenes view of how a leading programme is built from the inside: editorial coordination, pace, responsiveness and a constant connection with current affairs.

For those of us who help brands and organisations build meaningful relationships with the media, understanding these dynamics is key. Effective communication today is not only about the message; it is about reading the cultural context, choosing the right moment and shaping content for the formats where audiences are paying attention.