Guía Marca: cambio y regularidades en un cuarto de siglo (1995-2020)

This research article analyzes the trajectory of annual publication Guía Marca de la Liga Fútbol Profesional during its twenty-five years publication. In order to comprehend essential changes that have made it an informative icon, different stages production been studied, from both quantitative and qualitative dimensions, through contents acquired prominence: formal aspects such as covers, headlines, paging, well analysis statistical analyses, professional football lower categories, national teams women's football. As a result success in early years, became sports guide par excellence; fact maintains this day, adapting possibilities offered by paper publications. field documentation, few publications maintain copy offers more than four hundred pages each year format; transcendental present digital context places journalistic reference.