Paying audiences, more than advertisers, are key to South American media’s future

By Dawn McMullan


Dallas, Texas, USA


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 future is going to be very complicated,” says Santiago Alvarez Matamoros, executive manager at El Tiempo. “The pay model is not an easy way of finding money, but if we can manage to be relevant for our audience, they will pay us.”

O Globo is struggling, says Ascânio Seleme, the company’s editorial director. And that struggle will continue. But Seleme is optimistic: “I believe we have to succeed because we represent the information that everyone needs [for] the day-to-day decisions of their own lives.”

Ricardo Gandour, director of content at O Estado de S.Paulo, also believes news media companies in the region have a strong future and that it is tied to unique content.

“I’m sure that people recognise reliable sources of news, of interpretation, of analysis, and opinion. And they will be willing to pay a certain amount of money for that. That the future for the new business model, I believe.”

About Dawn McMullan

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