Dudu Godoy

VP Executive

thought leadership

Since the dawn of the internet, the market has wondered what the future of print media will be like. And the closing of the DCI (Daily Trade and Industry) brought more uncertainty about the future of this industry. At the beginning of online media in the country, the predictions for print were the worst: mass extinctions of newspapers and magazines in light of the potential of the newly born online media. Although this has not happened, the rise of online media has reduced the level of print, which has been forced to invest in websites and portals, unsure as to what to do in this new scenario, or how to keep the print business healthy and enter it. in the new territory.

Time passed and readers gradually migrated online, followed by advertisers, who began to invest in the segment. Then came the programmatic media, promoting a revolution in the way of buying online advertising space. And, more recently, another impact: the news of the anticipation of the government's decision to release companies to publish financial statements in print media, ahead of the law that would come into force in 2022 which, in theory, would give a little more. time for newspapers to adjust to the loss of this important revenue. The first impact occurred with the closing of the DCI, anticipating the future impact of the loss of this revenue.
Then we have the following picture: declining advertising revenue and readers for online media and loss of revenue from corporate balance sheets. Will this time really come to an end? I do not think so. Print media still holds the biggest asset of all: the production of in-depth, analytical, exclusive, expert-quality content that


it can be offered more palatable online and more fully in print. However, there are two major challenges: knowing how to price the content produced and indoctrinate readers into paying for access to exclusive content. More than two decades of free information on the Internet has misused Brazilian readers. Many refuse to pay for something they believe may find sites that reproduce news from leading newspapers. However, in today's content age, you need to know how to charge for access.

The great example is in the New York Times. In the US, newspapers have never had an obligation to publish financial statements, relying on their readers and direct advertising. But there, too, the impact of digital was great for print, reducing circulation and advertising revenue. The NYT embittered years of loss, until it understood what should be done: quality content, whose access was now classified by levels of importance and interest of readers, with subscription charging and the choice of both platforms, with news in the complete or summarized. That is, the NYT proved that print media can create different billing formats for their content.

In Brazil, newspapers are seeking to follow the same path, but it is important to note that the NYT model has proven viable after years of loss, and perhaps here they are unable to manage losses from a business in transition. In any case, the need to focus on content is vital so that print media can survive the search for relevant content that listens and gives space to all sides of the news, which brings exclusive news, is a very important asset. If done well, it can guarantee the continuity of the vehicles and the loyalty of the readers.

Originally posted on Propmark