On the 7th of July 1950, a newspaper was born in Santiago with the specific intent of serving the evening hours, yet its legacy would be defined by its transformation into a morning powerhouse. La Tercera de la Hora began as the evening edition of a now defunct publication called La Hora, created by the Picó Cañas family to fill a gap in the Chilean media landscape. This initial identity as an evening paper was short-lived, as the publication quickly pivoted during the 1950s to become a morning daily, shedding its predecessor's shadow to establish its own voice. The founders initially aligned the paper with the Radical Party, a political affiliation that would eventually be severed in 1965 to ensure the newspaper's independence from any specific party, government system, or religious affiliation. This strategic shift allowed La Tercera to evolve from a partisan mouthpiece into a broader institution that would eventually challenge the dominance of other major Chilean publications.
The Coup and The Counterweight
The newspaper's stance during the early 1970s would cement its reputation as a powerful political actor, as it strongly opposed the government of Salvador Allende and actively supported the military coup of the 11th of September 1973. Alongside El Mercurio and La Nación, La Tercera played a significant role in endorsing the events that led to the dictatorship of General Augusto Pinochet, a position that would define its relationship with the state for decades. Throughout the following decades, the publication maintained a tabloid format and employed language specifically designed to resonate with the middle class, creating a distinct identity that separated it from more elite or academic publications. This era of political alignment and tabloid style would persist until the early 21st century, when the newspaper began to reconsider its approach to both content and audience, seeking to broaden its appeal beyond its traditional base.
The Redesign of Authority
In 2003, La Tercera underwent a radical transformation, adopting the Berliner format and switching to a more formal language to appeal to a higher social stratum. This shift marked a departure from its tabloid roots, as the newspaper increased its number of pages and refined its editorial tone to compete with more prestigious publications. Under the direction of Cristián Bofill, the newspaper specialized in covering political, business, and economic events, positioning itself as a serious player in the national discourse. The evolution continued in October 2007, when the layout was further revamped to adopt a minimalist appearance, reflecting a modern aesthetic that aligned with its new target demographic. These changes were not merely cosmetic but represented a fundamental reimagining of the newspaper's role in Chilean society, moving from a popular daily to a respected institution of record.
The newspaper's adaptation to the digital age began in November 2008, when it revamped its website to integrate all Copesa media into a single page called Mediacenter La Tercera. A month later, La Tercera joined the Strategic Alliances CNN Chile, forming an alliance with Radio Bío Bío, local TV channels, UCV TV, and the Network Mapcity Daily Citizen. This move signaled a shift from a print-centric model to a multimedia ecosystem, allowing the newspaper to reach audiences across various platforms. On the 1st of August 2010, the publication introduced a new header with red and white lettering, designed by Marcelo Godoy from Chile and Javier Errea from Spain, further modernizing its visual identity. These digital and design innovations were part of a broader strategy to remain relevant in an era where traditional print media faced increasing competition from online sources.
The International Reach
Starting from the 2nd of November 2010, subscribers were able to access the International Edition of the Spanish newspaper El País upon payment of an additional fee, expanding the newspaper's global footprint. This partnership allowed La Tercera to offer its readers access to international perspectives while maintaining its focus on Chilean affairs. The current editor-in-chief of La Tercera is Juan Pablo Larraín Medina, who has overseen the publication's continued evolution in the digital age. On the 16th of July 2017, the newspaper relocated its offices from the historical site at Vicuña Mackenna 1962 in the neighborhood ofÑuñoa to a new building at Apoquindo 4660 in Las Condes, symbolizing its move toward a more modern and expansive operational base. This relocation marked a new chapter in the newspaper's history, as it sought to establish a physical presence that reflected its status as a leading media organization in Chile.
The Family Legacy
The Picó Cañas family, who founded La Tercera in 1950, established a legacy that would endure for decades, shaping the newspaper's identity and direction. The family's initial vision for the publication as an evening edition of La Hora was a strategic move to fill a gap in the Chilean media landscape, but their decision to transform it into a morning paper demonstrated their adaptability and forward-thinking approach. The family's influence extended beyond the founding years, as they maintained control over the newspaper's direction and ensured its independence from political and religious affiliations. This legacy of independence and adaptability has allowed La Tercera to remain a relevant and influential voice in Chilean society, even as the media landscape has evolved over the decades.
The Alliance of Giants
La Tercera is part of Periódicos Asociados Latinoamericanos, an organization of fourteen leading newspapers in South America, which underscores its status as a major player in the regional media landscape. This alliance provides the newspaper with opportunities to collaborate with other leading publications, share resources, and amplify its influence across the continent. The newspaper's closest competitor, El Mercurio, is also a member of this organization, creating a dynamic relationship between the two publications that has shaped the Chilean media landscape for decades. This alliance reflects the newspaper's commitment to maintaining a strong presence in the region, as it seeks to balance its local focus with a broader regional perspective.
The Future of Print
The newspaper's journey from a small evening edition to a major morning daily reflects the changing nature of media consumption in Chile and around the world. As the industry continues to evolve, La Tercera has demonstrated its ability to adapt to new technologies and changing audience preferences, ensuring its continued relevance in a digital age. The newspaper's focus on political, business, and economic events, combined with its commitment to formal language and high-quality journalism, has allowed it to maintain a loyal readership and a respected reputation. As the newspaper looks to the future, it will continue to navigate the challenges of the modern media landscape, seeking to balance its traditional values with the demands of a rapidly changing world.