Marcelo Benez of Folha de S. Paulo in Brazil, says today's audience has less free time, so a newsmedia company must be prepared to do whatever the reader wants to allow them to access the news.

Today's audience has less free time, he said, so a newsmedia company must be prepared to do whatever the reader wants to allow them to access the news.

"A newspaper needs to deliver its news and services to a variety of platforms," he said. "We need to use the internet and mobile devices to be whatever our users prefer."

With that in mind, he said, the company has specifically tailored a workflow that can create content depending on the type of news (such as breaking news) and the appropriate format. It's a total newsroom integration, an around-the-clock "news reception center."

It provides a specialised approach for a wide variety of platforms like print, online, smartphone, iPad, Twitter, Facebook and YouTube. Ultimately, he said, "instead of overlapping, each platform should complement each other."

"The paragraphs are shorter," he said, "but not the thinking."

Benez pointed to several success stories at Folha across platforms. For example, he said, Folha has become among the most popular newspapers in the world on Facebook, with an amazing 268,000 Facebook followers for the publication. At one point, he said, the number increased 70 percent over the course of two months.

The newspaper has seen a great deal of iPad success so far, he said, with nearly 80,000 downloads of the newspaper's iPad app. Also, Benez said, the newspaper has put out a massive amount of content archives, dating back to 1921.

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