The similar designs across all media reflects a philosophy of convergence, says Roberto Pombo, Managing Director of El Tiempo. "We are a brand that produces content, reliable content, regardless of the vehicle that is conveying it, today and in the future."

"We are a convergent business," he says. "It is simple and complex at the same time. The audience has become free and independent.  They get their information as they want, when they want, through any means they want. There is no arrogance that our editorial behaviour might change this."

Mr Pombo's presentation examined El Tiempo's development from its founding in 1911 to its multimedia present. "We are very clear that the printed newspaper is just one of the multiple platforms that will continue operating," Mr Pombo says. "The newspaper isn't going to end, ever."

But it will be joined with emerging platforms like Facebook and Twitter, he says. "We have an enormous growing audience that we never suspected. Like Twitter – we have 200,000 followers on Twitter. We've appointed a special editor for social networks, for Twitter texts, with the same importance that we appointed print editors in the past."

"Our trajectory, from the moment of its founding to its 100 anniversary, shows us the need for convergence to generate information."

At the same time,  Mr Pombo spoke about the importance of remembering the past. For El Tiempo, this included the political violence, censorship and closings of the 1950s, and the violence and kidnappings resulting from its coverage of narco-terrorism in the 1980s.

"The topic of liberty of expression, even if it is remote, we have to remember it always," he says.