The main objective of this research is to analyze the changes of the advertising spot related to the evolution of the analog press to the digital press in the context of Medellin city, and based on the following, understand the transformations which press has had as the result of the implementation of new technologies. The research was qualitative, with a descriptive approach and a methodology focused on interviews with experts. Theoretically the tackled topics were: advertising, press and digital media. The reflection is based on: Who was and who is now the press user? Pattern formats, the influence of transformations on media and the consumer and how these modifications can have an impact in the advertising message.