Modelos de negócio no jornalismo brasileiro

Business Models for news industry:

Stefanie C. da Silveiraelizabeth Saad Corrêa

a critical approach to Brazilian reality

Sao Paulo University - brazil maisreSearCh GroUP

ConteXt

Crisis in journalistiC industry with

revenue decrease, major layoffs,

and lower circulation.

the Business Model once Based on

scarcity and audience selling to

advertisers is now outdated.

hypothesis

the new scenario demands

a change in the companies

culture and operation, which

means that there is a direct

relationship Between innovation and suCCess in the digital world.

researCh questionshow innovation is Being appropriated By the Brazilian journalistic industry?

rq1:

rq2:

rq3:

which are the main new

Business/revenue Models

adopted By Brazilian media?

what are the differences Between

Brazilian Big puBlishers and

independent Media strategies?

proCedures

to construct the research we

present eight eXaMples, four

of Big puBlishers and four of

independent media, showing a

panorama of strategies with

information oBtained through

open data and Brief interviews.

“for over a hundred years the news organizations Business

wasn’t the Content and its ConsuMers, But the offer of an

audienCe to advertisers” (picard, 2013)

“in this new Multi-platforM Media environMent, people’s relationship

to news is BeCoMing portaBle, personalized, and partiCipatory”

(purcell, 2010)

the Current situation deMands that the newspaper Market

differentiate itself froM others.

so, we May say that the solution for Media CoMpanies is to adopt innovation.

digital Culture

“imagine vox/vice/Buzzfeed if

they had the same talent and

technology But traditional media

Cultures. you can’t — Because you

would never have heard of them”

(jason seiken, 2015)

the CoMpany’s Culture is the

“great differentiator” when faCing diffiCult tiMes.

Brazilian CultureBrazilian Media sCenario is CoMposed of a few wealthy faMilies “with hundreds of

eMployees, heavy struCtures, and traditional proCesses.

Brazilian Culture

when it comes to independent initiatives, most of them were

created By former journalists,

many are connected to groups

opposing the Big puBlishers

and the majority survive with

donations and Crowdfunding.

new Media eCosysteM

contentCreation

va

lu

e

contentdelivery

puBlishers

googlefaCeBooktwitter

writers +foCusedpuBliCations

contentdisCovery

“the news organization of the future should Be speCialized,

eXpert, CollaBorative, effiCient — and as sMall as it Can Be so it is

sustainaBle” (jarvis, 2015)

revenue strategies

Big puBlishersfolha de

são pauloestado desão paulo o gloBo editora aBril

paywall

Branded Content

Big data

suBsCriptions

sales innewstands

X

X X

X

X

X

X

X

X

X

X

X

X

X

X

X

X X

advertising

independent initiativesCatraCa

livrejornalistas

livres ponte porvir

advertising

donations

events

paid Content

patronage

Crowdfunding

X

X

X

X

X

X X

X

X

the Brazilian Biggest CoMpanies aren’t paying attention to its loCal

Market with speCifiC Culture and CharaCteristiCs. they are reproduCing

what onCe worked internationally instead of researChing different ways

of Making theMselves relevant and profitaBle for their partiCular puBliC.

initial suCCess of independent platforMs May

indiCate that the puBliC is

willing to pay or ContriBute

with Content and serviCes that

Bring ConneCtion and differential

value

in general, companies are using

a more complex formula

for their Business models,

relying on More than two sourCes.

Brazilian journalistic industry

must emBrace digital not as just

another puBlishing platform, But

as a Culture, a way of living, a different ConsuMing haBit that

is part of aCtual ConsuMers life.

thank youstefanie c. da silveira - [email protected]

elizaBeth saad corrêa - [email protected]

Sao Paulo University - brazil maisreSearCh GroUP

bit.ly/CommaiS