Through its magazine, published five times a year, the Spanish Business Federation for Passenger Transport (ASINTRA) brings informative updates related to a very important sector of our country’s economy closer to its target audience. Mayi Mora-Figueroa is the deputy editor of this magazine, and in this interview granted to our blog she reveals how the workflows in the editorial office operate and how Grupo Castrosua is perceived from ASINTRA, among other matters.
1.- What objectives does the ASINTRA publication pursue and which audiences is it aimed at? How often is it published?
As one of the main communication and information channels of our Federation, ASINTRA magazine has been published since March 1985, and within its pages it is common to find news of interest related to road passenger transport, the European Union, the Federation, company and industry news, economic and regional information, legislation, expert forums, opinion pieces, interviews, training, events, fairs and congresses, etc. In short, information that we believe can contribute to improving business management.
Our magazine is published five times a year and is mainly aimed at businesspeople and professionals in the bus transport sector; central, regional, local and European transport administrations; national and international public and private entities and organizations; manufacturing, coachbuilding and auxiliary industries related to the transport sector; consulting firms; travel agencies and users. In other words, all stakeholders connected to passenger transport activity.
In our pursuit of progress and modernization, and with the aim of adapting our internal and external communication tools to make them more effective and up to date while also providing them with greater interactive possibilities, since 2011 we have published the magazine exclusively in digital format. We did so convinced that this new format multiplies our capacity for external projection and the social reach of our ideas, while also offering a more direct, faster and agile reading experience, accessible from any device: computer, smartphone or tablet.
2.- What feedback do you receive regarding your work? Does the publication meet readers’ expectations?
In general, the feedback we receive is positive, so I do believe we satisfy the main expectations of our readers. However, we also believe we must continue working to renew ourselves and adapt to the new trends and needs that arise every day in our environment. Technological connectivity has transformed the way we live and interact, and this must also be reflected across all our communication channels, including the magazine. One of our main objectives is also to develop a social role that contributes to strengthening our sector and improving its image in the eyes of public opinion. We must succeed in conveying what we truly are: a safe, sustainable, cutting-edge and innovative sector.
3.- How many people work in the editorial office? What importance do you place on photography and infographics?
In the production of each issue of the magazine, the entire ASINTRA team (five people) works closely together, but we also count on an excellent group of external collaborators, mainly analysts and experts in different fields, who help us bring our readers highly relevant current topics such as new trends in economics and digital marketing, ICTs, intermodality, financial issues or labor relations, among others. Always from the perspective of transport, or more specifically bus transport (market evolution, statistics, competition, regulations, efficiency…).
There is a clear trend toward increasing the use of photographs and infographics to attract readers’ attention, which is why both play a fundamental role in our magazine. Visual messages have progressively gained prominence in parallel with technological development, to the point that today we live in a predominantly visual environment. In digital newspapers and magazines, as is our case, these elements have become even more valuable; modern journalistic photography seeks to stop being merely “the image accompanying information” and instead be appreciated for itself. Likewise, infographics are extraordinarily useful for representing information that is difficult to understand through plain text alone. With a simple glance, they allow readers to understand the most complex concepts.
4.- In your opinion, what are the future challenges facing the bus and coach manufacturing sector in our country?
The current model, fundamentally based on the use of private vehicles, is not sustainable in the medium term from an environmental, economic efficiency and competitiveness standpoint. Therefore, I believe the main challenge facing the entire road transport sector is achieving sustainable mobility, in which the bus has a key role to play.
Having effective and efficient collective transport systems is one of the key factors of mobility within the smart city strategies implemented by the world’s major urban centers. Therefore, I believe the main challenge facing manufacturers is offering the market buses and coaches that fulfill these objectives of developed societies regarding mobility. In other words, evolving toward low-carbon and lower-energy-consumption economic models, thus responding to economic, social and environmental needs while minimizing negative impacts.
5.- How do you assess the communication strategies of companies in the coachbuilding sector? Which areas for improvement do you think they should address?
Spain has one of the most important coachbuilding sectors in the world, playing a priority role in the future of road passenger transport, which makes it necessary to develop communication strategies that allow society to understand the high added value generated by the sector.
Without a doubt, most companies in the coachbuilding sector have known how to adapt to current communication trends, with clear strategies aligned with the new digital era. I believe online tools and social networks are increasingly present in the daily life of coachbuilding companies, which are no longer satisfied with simply providing information and instead seek to go further by creating engagement with their audiences (customers, journalists, administrations, stakeholders…).
6.- What is your perception of Grupo Castrosua as a company?
With nearly 70 years of experience and a clear vocation for innovation, I believe Grupo Castrosua stands out as a powerful benchmark industry within its sector. A great family-owned company with an international vocation, which has known how to face difficulties in an increasingly complex environment, adapting to new market requirements and taking advantage of every opportunity through effort, innovation capability and technological development.
With a strong interest in growth, both in industrial and technological fields serving the current and future needs of transport, Grupo Castrosua has made a firm commitment to developing strategic alliances in order to offer the market the most innovative solutions, with a vision based on the principles of quality, safety, design, flexibility, environmental respect and commitment to the customer.
