The arrangement of elmundo.es in the digital strategy of Unidad Editorial (1996-2021)

This paper addresses how Unidad Editorial, publisher of El Mundo newspaper, understood the digital business and the role that it has given to elmundo.es within the strategy over the years. The stages of evolution in the twenty-five years since its beginning (1996-2021) are described, which were conditioned by external and internal factors. Among the external ones, the ???dot-com bubble???, the economic crisis in 2008 and the economic exploitation due to the handling of large volumes of data, big data, are especially important. Regarding internal components, the most important was the merger with Recoletos media company and the management by brands that the inherited.