Costa Ricans cannot help reading the suggestive headlines in the newspaper Diario Extra that agitate the streets of San Jose with its red letters, photos of provocative models and, of course, its sensationalist content.
But the success of this light newspaper is hidden behind a formula that for 28 years has been implemented by its Director, William Gómez.
"I was working at La Prensa Libre when I made the suggestion to Mr. Andrés Borrasé of creating a newspaper with sensationalist content; without telling lies it will inform Costa Ricans in a plain way. After an empirical study, we found out that people believed that the other newspapers were capitalist products; therefore, we gave a voice to the general population, " pointed out Gómez.
Soon, unions, low-class citizens, and the rural population felt a strong identification with this paper that today has a lot of credibility because it has been able to explain what is happening in Costa Rica and the rest of the world in a very simple and even humorous way.
"We now include news about Congress; we cover activities of the Executive Branch, and of course we are always present for all events and sport competitions." Part of our success lies in how we identify with people and now even though competitors are trying to imitate us, it will be very difficult for them to steal readers from us."
Daily challenge
After running this newspaper for so many years, William Gómez does not even contemplate his retirement. Since the newspaper's conception, Gómez has spent many hours behind his desk giving up other interests, such as reading and electronics.
A man with little social life and a true "David of the Press" who found the best school of life in his job, he admits that even though he has studied Law, Accounting, Journalism, and Electronics, academic education is like a "dull machete."
While working is an important part of this newsperson's life, the colorful pages of Diario Extra echo the voices of those who believe that political and economic power-lie the hands of those who call themselves "Goliath"- is just an annoying and an unattainable reality.
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