10th International Symposium on Online Journalism Diverse
business models in online journalism are we trying hard enough? The
University of Texas at Austin April 17-18, 2009 Mrion Strecker, UOL
Content Director Slide 2 Brazilian company Main shareholders: Folha
(major newspaper - 41.93% total shares), Portugal Telecom (29%)
Launched in April, 1996 Content, services & internet access
provider Journalism, sports, entertainment & services + 1,000
content channels + 800 employees + 135 people in the newsroom + 800
content partnerships (magazines, newspapers, publishing houses,
internet companies, content providers, celebrities etc.) First:
create the audience Second: try to monetize it Are we trying hard
enough? Slide 3 UOL & Folha relationship Different companies;
separated newsrooms Folha is the main shareholder of UOL Folha is
also a content partner of UOL All the Folhas sites are under the
umbrella of UOL Folha sells headlines to UOL homepage as any other
content partner Some of Folhas columnists have blogs, TV programs
or other kind of collaboration with UOL Folha newspaper sells
311,287 copies per day Folhas circulation is stable; last year grew
2,87% over 2007 Folha de S.Paulo site (online version of the paper
edition) attracts near 700,000 home unique visitors per month Folha
Online (real time updated) attracts near 3,4 million home unique
visitors per month Sources: IVC 2008 & Ibope NetRatings March
2009 Slide 4 Folha Online is free and ad supported Folha de S.Paulo
site (the newspaper of the day and all the archives) is just for
UOL and Folha subscribers Same business model since 1996 UOL &
Folha relationship Slide 5 Are we trying hard enough? Slide 6
Achievements # 1 portal content in audience in Brazil* 17.086 MM
unique visitors (home market)* 1.960 BI page views* 1.312 BI
minutes spent* + 1.83 MM paying subscribers Break even since 2003
First in online advertising in Brazil * Ibope Netrating March 2009
Are we trying hard enough? Slide 7 Some doubts For how long the
access subscription income will remain so important for UOL How
fast the advertising income will increase How fast the products
& services income will increase How hard and how long will be
the financial crisis impact in Brazil Are we trying hard enough?
Slide 8 My convictions About business models: Try, try and try!
Measure and keep calm Avoid erratic movements (ex. changing
subscription model to free content model and step back again) Dont
make a rush for conclusions Think about charging someone else Think
about charging for something else About journalism: Better let
journalists do journalism than business Better maintain a healthy
distance between the newsroom and the sales department Hurting
credibility doesnt seem a good way to be contemporary! Are we
trying hard enough? Slide 9 Thank you! UOL
www.uol.com.brwww.uol.com.br Mrion Strecker
[email protected]
