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

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