Before the digital age, the Spanish capital already dreamed of modernity through the glossy pages of print. May 10, 1891, marked a turning point with the appearance of the first issue of Blanco y Negro, a publication that not only innovated in journalism but also influenced Madrid's self-image.
Founded by Torcuato Luca de Tena, Blanco y Negro was not the first illustrated magazine in the country, but it was one of the pioneers in understanding the power of image and design. In an era where the press was predominantly textual and political, this magazine opted for a visually appealing format, with prominent illustrations and a layout that allowed for creativity.
“"Modernity could also be built from imagery, from design, and from the way a city learned to represent itself."
The success of Blanco y Negro is largely explained by the context of the late 19th century. Madrid was experiencing an urban and cultural effervescence, with the Puerta del Sol consolidating as a nerve center and the Salamanca neighborhood symbolizing the rise of a bourgeoisie yearning for European elegance. The magazine offered an aspirational vision of the city, a refined and cultured Madrid that many wished to achieve.
The publication was not only read but also admired and preserved, with issues being bound or illustrations decorating homes. This phenomenon made it similar to today's lifestyle magazines or social media, by constructing a desired image of reality. Furthermore, Blanco y Negro was a melting pot of talent, featuring literary figures such as Ramón María del Valle-Inclán, Pío Baroja, and Emilia Pardo Bazán, as well as illustrators who revolutionized Spanish journalism.
Over time, this magazine would lay the groundwork for the creation of another journalistic giant, the newspaper ABC. Its most significant legacy lies in having understood that cities are built not only with infrastructure but also with narratives, images, and shared aspirations, long before the advent of screens.
