A generation ago, ethics and integrity were foreign concepts to journalists in Mexico. How to enforce ethics in media and how to reinforce credibility, as well as how Mexican newspapers went about repairing the damage and giving people a powerful reason for reading newspapers were the subjects of the presentation made by Alejandro Junco de la Vega, President & CEO of the Reforma Group in Mexico.

"We made a point of recruiting only young, idealistic and inexperienced reporters, who would listen and learn about journalism and ethics, about what was expected in their working relationship with their news sources, and about their first concern being the reader’s interest," said de la Vega. Paying wages equal to those of other professional fields is also essential.

Other steps included:
  throwing out the system of news people reporting and selling advertisements at the same time to the same source.
  banning bribes and gifts, which were traditionally accepted, and even expected, by Mexican reporters and editors.
  asking readers to join "editorial councils" which scrutinise internal editorial processes.

"Naturally high-level officials in government and business were unhappy, as was anyone used to having things reported their way," said de la Vega. "But our readers recognised the honesty and the difference: they became our allies in this crusade."

Thanks to this approach, the Reforma group has gone through an astonishing renaissance. From number two position in a provincial city, Reforma has become number one in the whole nation, and is now described as one of the most powerful newspaper conglomerates in Latin America.

"Our papers have become champions of openness and I believe that openness will prove to be a very big story when the historians come to write about the 21st century. Openness, as I see it, is fuelled by the point of view that you should make the most information available to the greatest number of people."