Executive also says that the newspaper is diversifying its activities, developing new audiences and products, such as Estado Recommends
One of the Vehicle Professionals selected to compose this Special Paulo Pessoa, executive director of the state’s advertising market. He talks about the main innovations for improving the deliveries that Estado Blue Studio makes in terms of quality content and high performance. According to him, it is a team that is prepared to see the pain of customers and present solutions, which are developed by four hands. Deliveries are measurable
and reflect the client’s challenges, which may include lead generation, civil society discussion with sector authorities, delivery of content that
the brand can use freely on its platforms, among others.
For all that he plans and presents to the market, Pessoa, who is an electronics engineer by training, from the Instituto Superior Tcnico de Lisboa, and an MBA from Universidade Nova Lisboa, also comments on the strategies outlined for this year, which are neither few nor easy. He knows that this is going to be a challenging year, as the international and local scenario is not the most encouraging. The executive says that the State’s strategy is to present itself as a partner for brands that need to position themselves within the current moment. Another point is that we are diversifying our activities, developing new audiences and products, an example of which is Estado Recommends, a vertical that evaluates and recommends products for our audience, facilitating the purchase decision process. We partner, in an affiliation model, with major brands such as Amazon and Magalu.
When it comes to making a small panorama of the printed media, he is definitive and says he believes that it can no longer be referred to simply as the printed media. For him, this communication model should be considered one of the most relevant platforms available to the market, which plays a key role in some communication strategies.
From the product point of view, the format and content renewal we carried out in 2021 was very well received by the market, subscribers and readers, strengthening the printed product and minimizing the extinction trend, which can be observed worldwide, he warns.
He doesn’t really agree when it comes to changing the reader’s profile, especially when it comes to the newspaper environment. He states that there is still a significant and loyal public that values the printed product and, in addition, is a strong consumer of digital platforms. Our challenge is to distribute the content of interest to our audiences and adapt it to the style and format that characterizes each platform, be it print, digital, audio or video. A clear example that we do in the State is the Estado Expresso Bairros, a product that develops specific content for each of the subprefectures of the city of So Paulo and is distributed free of charge in print, digital and through social networks, he recalls.
For him, the printed newspaper is not at risk. Pessoa is sure that the medium will continue to exist, as there is a significant demand for this format. Print enables an information consumption experience that is different from digital media, focusing on the curation of the most interesting content, which is presented in a coherent manner and with adequate analysis and depth, argues the executive.
He speaks with the experience of someone who has lived in the midst of strategies, because, despite electronic engineering, he has performed several functions within the marketing, strategy and commercial areas in several telecommunications companies, such as Portugal Telecom, Embratel and Oi. I worked as managing director in two digital marketing startups in Brazil. Throughout my professional career, I have faced challenges in highly competitive markets, which are rapidly evolving and constantly in need of transformation. These experiences were fundamental to face the challenge of digital transformation of the State’s commercial and product marketing areas, given this scenario of changes that the media segment has been facing in recent years, he concludes.
