Marcelo Benez, the chief commercial officer of Folha de S.Paulo, shared insightful perspectives on the evolving media landscape in an interview with digital media consultant Mark Challinor. With 30 years of experience, Benez's leadership at Brazil's largest and most influential newspaper has driven significant advancements in digital subscriptions and advertising, complemented by a comprehensive redesign launched on September 1, 2024.
In this era, artificial intelligence (AI) is becoming an integral part of Folha de S.Paulo's operations, especially within the newsroom. AI is employed to handle mechanical tasks like resizing texts and translations, which, in turn, optimises journalists' time. Despite the technological shift, Benez ensures that there is always a personal touch incorporated at both the beginning and end of these processes.
The relationship between Folha de S.Paulo and major tech platforms, notably Google, is on an upward trajectory. Through collaborative projects, such as Google releasing a project utilizing over 1.5 million photographs from FolhaPress, the newspaper continues to enhance its digital presence globally. This collaborative project stands out as a pioneering effort in its segment worldwide.
The newspaper's innovative strategies underscore its commitment to adapting to technological advancements. The overhaul of its design aims to align the print edition more closely with digital platforms, enhancing the reading experience. The introduction of cutting-edge printing technologies has improved the quality of images and introduced distinctive advertising formats, including those employing metallic or fluorescent inks.
Advertising plays a pivotal role in supporting subscription growth at Folha de S.Paulo. Initiatives include projects like a comprehensive 300-page magazine featuring the best gastronomy in São Paulo. By leveraging both print and digital platforms, the newspaper harnesses its newsroom's insights and regional surveys to attract new subscribers.
Benez emphasised that brand credibility, independence, and nonpartisanship are the cornerstones of Folha de S.Paulo's influence in Brazil. The brand's focus remains on serving a national audience while offering targeted advertising solutions that cater to specific geographic and demographic segments.
The advertising market itself is in a state of transformation, with a focus on diversified revenue streams including seminars and branded content as core strategies to engage advertisers. Sales teams at Folha de S.Paulo are adapting to this new environment by adopting a more consultative approach that prioritizes understanding client needs and delivering customised solutions.
Despite the digital surge, print media still constitutes a significant portion of Folha de S.Paulo's advertising revenue, thanks to its perceived credibility. Events remain a key component of the newspaper's revenue diversification strategy, with sponsorship opportunities being actively pursued.
Looking ahead, Benez believes that traditional media will retain its position as a bastion of reliability due to its inherent credibility and ability to influence public opinion. As the media landscape continues to evolve, the focus will be on maintaining relevance through adaptability and innovation in response to changing consumer preferences.
In the context of declining ad revenues reported by some media organisations, Benez offers reassurance through bespoke advertiser projects, emphasising that innovative approaches can rekindle interest and investment from sponsors.
Marcelo Benez's insights provide a clear depiction of how Folha de S.Paulo is navigating the shifting tides of the media industry, steadfastly maintaining its legacy while seamlessly integrating new technologies and strategies.
Source: Noah Wire Services