Editor’s note: INMA’s International Media Conference in São Paulo, Brazil, explored what media executives need to know now to grow audience, revenue, and brand in the digital age. This video is one in a series showcasing the most important messages from the conference.

The most-discussed topic today at Google regarding its news media partnerships? 

“It’s really all about working very closely with our partners and doing true joint business planning around the goals and objectives that they have for their company, and weighing that against all that we’re doing inside of Google and figuring out where the best synergies might be,” says Jason Washing, Google’s director of sales and strategic partnerships.

While the revenue question hasnt been answered, advertising clearly is one such channel that will continue to be important, Washing says. 

As weve seen with paywalls and the various iterations of paywalls ... and with the advent of other paid models ... I think were going to continue to see a lot more ways in which publishers can make money that go beyond models that to this point have been more standardised.

Washings advice to media companies? Stay open minded and think more broadly and deeply about audience engagement.