Campos, one of the international guests of the “Innovation in the Media” event, told Business Standard that Romanian companies could learn from the experience of other European markets, where competing publishers joined forces to support the press distribution market. “The problem is not how you split the market, but how you get a larger slice. The best way is working together with other players,” said the expert in strategic media planning and efficiency.
According to Campos, editorial development and expansion strategies of publishers should be based on readers and their interests. “The media industry is paying a lot of attention to the product, instead of watching the clients. A business is developed by considering what consumers want,” he added.
The expert gave the example of a Brazilian newspaper that is carrying out market research on a daily basis, by means of a phone line which ensures communication with its readers. Thus, the newspaper’s publishers try to find out from readers what subjects they liked, what was missing from the current edition, etc. The audience should also play a significant part in launching or relaunching a newspaper. “You do not launch a newspaper unless you bring something new and useful to readers. On the other hand, you do not relaunch a newspaper every year. I noticed that managers change the graphics, colors, layout, but not the content, which needs to be adapted to the wishes of the readers,” said Campos.
“The journalism of the future means finding the stories behind the news. Moreover, you must provide useful and relevant information for the community you serve,” Campos added.
