Commercial Director talks about the diversification of connection options that the company adopts
Marcelo Benez, commercial executive director at Folha de S.Paulo, where he has been for 28 years, is also on the list of the most successful Vehicle Professionals in the country. He, who is also former president of the Brazil division and current member of the international board of the International News Media Association and guest professor of marketing and communication in the graduate program in business administration at Fundao Getlio Vargas, talks about the challenges facing communication vehicles such as The leaf. For him, leading a commercial team today requires mastery of the keywords flexibility and motivation for reinvention. As a professional in the midst of the transformation of the news industry, it takes a lot of strategy, transparency with the team regarding objectives, proactivity and willingness, he says.
Benez says that Folha’s main actions in terms of innovation in advertising and commercial strategies involve the multiplatform and diversification of connection options with more than 57 million unique visitors to Folha on all platforms (comScore, Feb/2023), in the sense of consolidating the portfolio of communication tools available to the advertiser, from print media to the metaverse, mobile, events, branded content, social networks, podcasts and content hubs to market research with Datafolha.
Print media has been transforming in the digital age and today reaches a segmentation of Folha’s audience, which does not produce paper, but content, he comments.
He says that, for a vehicle like Folha, the best of all worlds would have the scope and reach of Folha Digital plus the credibility and backing of the print edition. The consumption of purely printed newspapers has been changing to a more or less intense degree in all countries of the world.
According to him, in the case of Folha, the printed edition is no longer exclusively printed, because it is automatically digitalized and is available to be read in the palm of the hand, through mobile devices, through the brand new app that Folha launched. And the printed version is still tangible and documenting the facts, available for news consumption in the reading situation he prefers.
