{"id":35757,"date":"2013-02-11T19:36:38","date_gmt":"2013-02-12T00:36:38","guid":{"rendered":"https:\/\/latamjournalismreview.org\/?p=35757"},"modified":"2021-10-04T19:38:06","modified_gmt":"2021-10-05T00:38:06","slug":"novo-relatorio-apresenta-estrategias-bem-sucedidas-para-aumentar-e-diversificar-rendas-de-jornais-impressos","status":"publish","type":"post","link":"https:\/\/latamjournalismreview.org\/pt-br\/articles\/novo-relatorio-apresenta-estrategias-bem-sucedidas-para-aumentar-e-diversificar-rendas-de-jornais-impressos\/","title":{"rendered":"Novo relat\u00f3rio apresenta estrat\u00e9gias bem-sucedidas para aumentar e diversificar rendas de jornais impressos"},"content":{"rendered":"<p>Por Zach Dyer<\/p>\n<p>Entre a\u00a0<a href=\"https:\/\/knightcenter.utexas.edu\/blog\/00-9216-newspapers-losing-7-print-ad-revenue-every-1-gained-digital-pew-study-says\" target=\"_blank\" rel=\"noopener\">queda de renda de publica\u00e7\u00f5es impressas<\/a>\u00a0e o\u00a0<a href=\"https:\/\/knightcenter.utexas.edu\/blog\/00-11809-online-advertisement-sales-set-eclipse-print-ad-revenue-usa\" target=\"_blank\" rel=\"noopener\">crescimento an\u00eamico da renda de publicidade online<\/a>, a ind\u00fastria jornal\u00edstica dos EUA est\u00e1 procurando novos fluxos de renda. Um novo relat\u00f3rio do\u00a0Projeto para a Excel\u00eancia em Jornalismo do Centro de Pesquisa Pew analisa como quatro casos est\u00e3o contrariando essa tend\u00eancia e podem ser exemplos para outras publica\u00e7\u00f5es.<\/p>\n<p>\u201c<a href=\"http:\/\/www.journalism.org\/analysis_report\/newspapers_turning_ideas_dollars\" target=\"_blank\" rel=\"noopener\">Jornais transformando ideias em d\u00f3lares<\/a>: Quatro hist\u00f3rias de sucesso\u201d, publicado online na segunda-feira, 11 de fevereiro, investiga os casos do\u00a0<a href=\"http:\/\/www.naplesnews.com\/\" target=\"_blank\" rel=\"noopener\">The Naples Daily News<\/a>, do\u00a0<a href=\"http:\/\/www.deseretnews.com\/home\/\" target=\"_blank\" rel=\"noopener\">Deseret News<\/a>, do Santa Rosa\u00a0<a href=\"http:\/\/www.pressdemocrat.com\/\" target=\"_blank\" rel=\"noopener\">Press Democrat<\/a>, e do\u00a0<a href=\"http:\/\/columbiadailyherald.com\/\" target=\"_blank\" rel=\"noopener\">Columbia Daily Herald<\/a>.<\/p>\n<p>As estrat\u00e9gias dos jornais variavam de\u00a0<a href=\"http:\/\/www.journalism.org\/analysis_report\/naples_daily_news_restructuring_sales_operation\" target=\"_blank\" rel=\"noopener\">reorganizar sua equipe de vendas<\/a>\u00a0no Daily News; a\u00a0<a href=\"http:\/\/www.journalism.org\/analysis_report\/santa_rosa_press_democrat_media_lab\" target=\"_blank\" rel=\"noopener\">ag\u00eancia de marketing online<\/a>\u00a0do\u00a0Press Democrat; a reorganiza\u00e7\u00e3o da linha editorial do\u00a0Deseret News em torno de sua\u00a0<a href=\"http:\/\/www.journalism.org\/analysis_report\/deseret_news_changing_two_media_cultures\" target=\"_blank\" rel=\"noopener\">audi\u00eancia e for\u00e7as<\/a>; e a\u00a0<a href=\"http:\/\/www.journalism.org\/analysis_report\/columbia_herald_culture_innovation\" target=\"_blank\" rel=\"noopener\">experimenta\u00e7\u00e3o agressiva\u00a0<\/a>em m\u00eddia impressa e digital pelo Columbia Daily Herald.<\/p>\n<div>\n<p>O autor, Mark Jurkowitz, resume os achados do relat\u00f3rio. Fonte:\u00a0<a href=\"http:\/\/www.journalism.org\/analysis_report\/video_qa\" target=\"_blank\" rel=\"noopener\">Pew Research Center's Project for Excellence in Journalism<\/a>.<\/p>\n<\/div>\n<p>O autor do relat\u00f3rio,\u00a0Mark Jurkowitz, disse em um v\u00eddeo que n\u00e3o h\u00e1 receita secreta para os lamentos da m\u00eddia impressa, mas h\u00e1 tr\u00eas solu\u00e7\u00f5es desses casos para a ind\u00fastria em geral: \u201cvis\u00e3o\", lideran\u00e7a ousada, vontade de mudar a cultura da reda\u00e7\u00e3o e a insist\u00eancia em conte\u00fado editorial de alta qualidade.<\/p>\n<p>Curiosamente, v\u00e1rias dessas\u00a0\u201chist\u00f3rias de sucesso\u201d t\u00eam \u00f3timas edi\u00e7\u00f5es impressas nas quais o impresso ainda \u00e9 uma fonte de renda importante\u00a0\u2014 quando n\u00e3o principal. O CEO do Deseret News, Clark Gilbert, comentou que a m\u00eddia impressa \u00e9 \"o crocodilo, a criatura pr\u00e9-hist\u00f3rica que vai diminuir, mas pode sobreviver. O neg\u00f3cio digital \u00e9 o mam\u00edfero, a nova forma de vida que se desenvolveu para dominar o futuro\u201d.<\/p>\n<p>O relat\u00f3rio\u00a0Pew foi longe ao ponto de dizer\u00a0\u201cn\u00e3o desista do impresso\u201d quando as condi\u00e7\u00f5es s\u00e3o favor\u00e1veis em lugares como Naples, na Fl\u00f3rida, onde a circula\u00e7\u00e3o do\u00a0Daily News impresso aumentou 20% em 2012, em rela\u00e7\u00e3o a 2011. Em julho de 2012, o\u00a0<a href=\"https:\/\/knightcenter.utexas.edu\/blog\/00-12781-orange-county-register-bets-increased-staff-and-community-involvement-can-make-newspap\" target=\"_blank\" rel=\"noopener\">novo punlisher do Orange County Register implementou uma estrat\u00e9gia de \"impresso em primeiro lugar\"<\/a>\u00a0no come\u00e7o deste ano, investindo mais em rep\u00f3rteres ao mesmo tempo em que expande sua edi\u00e7\u00e3o impressa em harmonia com\u00a0sua presen\u00e7a online.<\/p>\n<p>O Columbia\u2019s Daily Herald criou uma s\u00e9rie de sumplementos impressos e digitais, bem como revistas, com temas que variam de\u00a0vida saud\u00e1vel a im\u00f3veis e estilo de vida masculino.<\/p>\n<p>Enquanto isso, o Herald produziu uma ampla gama de publica\u00e7\u00f5es de nicho para aumentar sua audi\u00eancia e mitigar perdas do impresso; o\u00a0Deseret News reorganizou sua reda\u00e7\u00e3o reduzida em torno de sua audi\u00eancia principal e de seus pontos fortes editoriais. De propriedade da Igreja de Jesus Cristo dos Santos dos \u00daltimos Dias, o ve\u00edculo decidiu mergulhar em um foco mais restrito --\u00a0fam\u00edlia e f\u00e9 --, para agradar a seu p\u00fablico majoritariamente m\u00f3rmon.<\/p>\n<p>As\u00a0<a href=\"https:\/\/knightcenter.utexas.edu\/blog\/00-12340-washington-post-considers-going-behind-paywall-2013\" target=\"_blank\" rel=\"noopener\">paywalls, uma tend\u00eancia crescente nos jornais dos EUA<\/a>, n\u00e3o t\u00eam lugar de destaque no relat\u00f3rio. Dos jornais tratados pelo relat\u00f3rio, apenas o\u00a0Columbia Herald tem uma paywall em seu site. Os outros tr\u00eas consideram algum tipo de assinatura online no futuro.<\/p>\n<p>O relat\u00f3rio tamb\u00e9m enfatizou a necessidade\u00a0de\u00a0<a href=\"https:\/\/knightcenter.utexas.edu\/blog\/00-12714-facebook-co-founder-hopes-new-republic-becomes-new-home-longform-journalism\" target=\"_blank\" rel=\"noopener\">novas caras na m\u00eddia imperssa\u00a0<\/a>para ajudar a gerar a inova\u00e7\u00e3o de que a ind\u00fastria precisa para ter sucesso.<\/p>\n<p>Os dados do relat\u00f3rio s\u00e3o da \"<a href=\"http:\/\/www.journalism.org\/analysis_report\/search_new_business_model\" target=\"_blank\" rel=\"noopener\">Pesquisa por um Novo Modelo de Neg\u00f3cios<\/a>\u201d, lan\u00e7ada em mar\u00e7o de 2012 e baseada em informa\u00e7\u00f5es de 40 jornais e entrevistas com executivos de 13 publica\u00e7\u00f5es di\u00e1rias.<\/p>\n<p><em>Nota do editor: Essa hist\u00f3ria foi publicada originalmente no blog de jornalismo nas Am\u00e9ricas do Centro Knight, o predecessor do LatAm Journalism Review.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Entre a\u00a0queda de renda de publica\u00e7\u00f5es impressas\u00a0e o\u00a0crescimento an\u00eamico da renda de publicidade online, a ind\u00fastria jornal\u00edstica dos EUA est\u00e1 procurando novos fluxos de renda. Um novo relat\u00f3rio do\u00a0Projeto para a Excel\u00eancia em Jornalismo do Centro de Pesquisa Pew analisa como quatro casos est\u00e3o contrariando essa tend\u00eancia e podem ser exemplos para outras publica\u00e7\u00f5es.\u00a0<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1217],"tags":[1593,1600],"coauthors":[],"class_list":["post-35757","post","type-post","status-publish","format-standard","hentry","category-inovacao-pt-br","tag-jornalismo-online-pt-br","tag-veiculos-impressos-pt-br"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.6 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Novo relat\u00f3rio apresenta estrat\u00e9gias bem-sucedidas para aumentar e diversificar rendas de jornais impressos - LatAm Journalism Review by the Knight Center<\/title>\n<meta name=\"description\" content=\"Novo relat\u00f3rio apresenta estrat\u00e9gias bem-sucedidas para aumentar e diversificar rendas de jornais impressos Inova\u00e7\u00e3o. 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