Rebranding and digital communication strategy for the transition of the local print press

Abstract

Introduction: The abrupt transition of local Cuban media from print to digital format, without prior adaptation strategies, generates a crisis of identity and credibility with the target audience, contravening Article 46 of Law 162/2023 on Social Communication regarding the function of municipal media. Materials and methods: A mixed-methods approach with a non-experimental, descriptive-projective design was used, based on theoretical methods (documentary analysis of analogous cases such as Sierra Maestra) and empirical methods (survey of 150 regular readers, interviews with three media managers, and content analysis of the digital platform). Results: 54% of respondents did not know the newspaper's web address; 62% were unsure about the update frequency; and 48% had not received information about the cessation of the print edition. The platform analysis revealed that the PDF format is not optimized for mobile devices (Mobile First), generating the so-called "PDF mirror effect" that leads to digital invisibility. A comprehensive strategy was designed, structured in three phases: (1) Conceptual and visual rebranding (functional update of the logo with the slogan "Now on your mobile. Without using a lot of data"); (2) Educational transition strategy (media literacy through QR codes at former points of sale, partnership with a municipal radio station, and tutorials); (3) Transformation of the narrative language toward native text and weekly voice notes, abandoning the PDF format. Discussion: The findings confirm that rebranding in contexts of credibility crisis requires an applied media literacy strategy and narrative reconfiguration toward hyperlocality, rather than a mere visual redesign. Conclusions: The successful digital transition of the Cuban local press requires a "low bandwidth but high community impact" model, prioritizing low data consumption channels and the restoration of social dialogue.