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How has digitization affected traditional media? What can be done about the organizational culture to promote the digital transformation of the newsroom? Many thought that digital journalism was a passing fad. But that wasn´t the case. Then came the crisis and there was no lack of voices warning that this would be a transitory relapse and that, once the economy recovered, everything would return to normal. Far from being the case, the pandemic has acted as a new accelerator of necessary change. The time has come to learn how to transform the media in order to adapt it to the digital age. New answers are required about the ultimate purpose of journalistic organizations, and knowing how to move towards a culture that facilitates a successful digital transformation. In these pages we will learn about the challenges faced by the media on their way to this transformation, and about the need to change the culture of organizations to configure themselves into communities of interest.