Post on 15-Apr-2017
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advertisers is now outdated.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)
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)
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.