{"id":7799,"date":"2019-04-12T10:24:38","date_gmt":"2019-04-12T15:24:38","guid":{"rendered":"https:\/\/live-lajr.pantheonsite.io\/articles\/henry-blodget-ceo-da-insider-inc-passou-da-experimentacao-a-evolucao-da-midia-digital\/"},"modified":"2020-06-21T10:25:39","modified_gmt":"2020-06-21T15:25:39","slug":"henry-blodget-ceo-da-insider-inc-passou-da-experimentacao-a-evolucao-da-midia-digital","status":"publish","type":"post","link":"https:\/\/latamjournalismreview.org\/pt-br\/articles\/henry-blodget-ceo-da-insider-inc-passou-da-experimentacao-a-evolucao-da-midia-digital\/","title":{"rendered":"Henry Blodget, CEO da Insider Inc., passou da experimenta\u00e7\u00e3o \u00e0 evolu\u00e7\u00e3o da m\u00eddia digital"},"content":{"rendered":"

Por Allysson Ortegon<\/p>\n

Foram anos enfrentando o ceticismo e a experimenta\u00e7\u00e3o implac\u00e1vel, mas o CEO da Insider Inc., Henry Blodget, finalmente transformou as possibilidades das m\u00eddias digitais e as transformou em uma empresa multimilion\u00e1ria.<\/p>\n

<\/a>Henry Blodget (Erika Rich\/Knight Center)<\/div>\n

Blodget contou como tem encontrado o sucesso e enfrentado problemas no discurso de abertura do 20\u00ba Simp\u00f3sio Internacional de Jornalismo Online (ISOJ) em Austin, Texas, no dia 12 de abril.<\/p>\n

Em 2007, quando a Insider foi lan\u00e7ada com tr\u00eas pessoas digitando \"freneticamente\" em um galp\u00e3o, Blodget disse que a ideia era criar o maior p\u00fablico poss\u00edvel antes que o dinheiro acabasse.<\/p>\n

\"Isso nos deu a capacidade de tentar muitas ideias\", disse Blodget. \u201cMuitas dessas ideias eram idiotas e n\u00e3o funcionaram, e descobrimos isso muito rapidamente. Em \u00faltima an\u00e1lise, algumas funcionaram e n\u00f3s seguimos dobrando a dose das coisas que estavam funcionando. \u201d<\/p>\n

Blodget riu enquanto lembrava de tentativas de engajamento de v\u00eddeo e audi\u00eancia. Ao longo dos primeiros anos da empresa, ele se apegou \u00e0 ideia de que as m\u00eddias digitais evoluiriam da mesma forma que a m\u00eddia impressa e de radiodifus\u00e3o tinha evolu\u00eddo.<\/p>\n

Por fim, ele disse que eles avaliaram e perceberam que parte do trabalho que estavam fazendo espelhava as audi\u00eancias de v\u00eddeo lineares j\u00e1 oferecidas por meios de radiodifus\u00e3o.<\/p>\n

\u201cA hist\u00f3ria da empresa realmente nesse processo \u00e9 A, o terror de que, se n\u00e3o descobrirmos o modelo ao longo do pr\u00f3ximo ano, antes que o dinheiro acabe, vamos \u00e0 fal\u00eancia e B, apenas experimenta\u00e7\u00f5es constantes, o que funciona em que meio e o que o p\u00fablico valoriza.\u201d<\/p>\n

Agora, a empresa possui podcasts, Insider TV, uma variedade de se\u00e7\u00f5es, milh\u00f5es de seguidores nas redes sociais, uma audi\u00eancia de cerca de 170 milh\u00f5es e um alcance global.<\/p>\n

Blodget apontou que a audi\u00eancia que a Insider atende tem entre 15 e 40 anos. Ele comentou v\u00e1rias vezes como suas filhas jovens respondem ao conte\u00fado da Insider, inspirando-o a ir al\u00e9m do material exclusivamente relacionado a neg\u00f3cios.<\/p>\n

Blodget contou animadamente uma hist\u00f3ria sobre como ele achava que suas filhas ficariam contentes em saber que seu pai ganha a vida contando hist\u00f3rias, mas em vez disso foi recebido com a resposta: \"Mas assuntos de neg\u00f3cios s\u00e3o chatos\".<\/p>\n

Ap\u00f3s o lan\u00e7amento de se\u00e7\u00f5es como Cheese Insider e Dessert Insider, Blodget disse: \"Eu me tornei um her\u00f3i na minha casa.\"<\/p>\n

Ele admitiu que h\u00e1 duas quest\u00f5es que a ind\u00fastria digital e o jornalismo em geral enfrentam. Uma \u00e9 a competi\u00e7\u00e3o entre as publica\u00e7\u00f5es na conquista da aten\u00e7\u00e3o do p\u00fablico. As pessoas passam seis horas por dia consumindo m\u00eddia e h\u00e1 uma briga para capturar essas horas, de acordo com \u00a0Blodget.<\/p>\n

\"\u00c9 uma atmosfera de Game of Thrones, da sobreviv\u00eancia do mais forte, e vai continuar assim por um tempo.\"<\/p>\n

A segunda quest\u00e3o \u00e9 a preserva\u00e7\u00e3o das not\u00edcias locais na era digital.<\/p>\n

O editor do Dallas Morning News, Mike Wilson, que entrevistou Blodget no palco, expressou com bom humor seu descontentamento com a apresenta\u00e7\u00e3o de slides de Blodget ter terminado com um chamado a consertar as not\u00edcias locais, sem mais instru\u00e7\u00f5es.<\/p>\n

Blodget disse que acha que ser\u00e1 uma combina\u00e7\u00e3o de publicidade e assinantes, mas um modelo de 100% de assinaturas para pagar pela m\u00eddia n\u00e3o vai funcionar.<\/p>\n

\u201cIsso parece legal at\u00e9 voc\u00ea perceber que, como consumidor, voc\u00ea ter\u00e1 15 assinaturas para diferentes revistas que cobrem o mesmo tipo de coisa. N\u00e3o vai funcionar.\u201d<\/p>\n

Blodget comparou enfaticamente a demanda de assinantes para pagar por not\u00edcias a seu pr\u00f3prio consumo de bens b\u00e1sicos.<\/p>\n

\u201cEu n\u00e3o gosto de pagar por roupas quando vou \u00e0 loja, mas fa\u00e7o porque, claro, eu fa\u00e7o. Eles produziram esse item e eu o estou comprando. As pessoas podem at\u00e9 resmungar, mas far\u00e3o isso.\u201d<\/p>\n

Wilson perguntou como a Insider produz conte\u00fado que lida com neg\u00f3cios, mas tamb\u00e9m tem material mais leve como Cheese Insider e Bonkers Closets.<\/p>\n

Blodget respondeu que hist\u00f3rias leves, de entretenimento, equilibram o consumo de hard news<\/em>, assim como ajudam a pagar as contas.<\/p>\n

\u201cNo The New York Times, a cobertura do Iraque nunca pagou pelo sal\u00e1rio da reda\u00e7\u00e3o\u2026 nem acidentes de avi\u00e3o ou cabe\u00e7as decepadas, essa n\u00e3o \u00e9 a se\u00e7\u00e3o comercial.\u201d<\/p>\n

Esta se\u00e7\u00e3o comercial \u00e9 aquilo para que os anunciantes est\u00e3o olhando e onde querem colocar seu nome, de acordo com Blodget.<\/p>\n

A transmiss\u00e3o ao vivo do ISOJ em ingl\u00eas e espanhol pode ser encontrada em isoj.org<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Foram anos enfrentando o ceticismo e a experimenta\u00e7\u00e3o implac\u00e1vel, mas o CEO da Insider Inc., Henry Blodget, finalmente transformou as possibilidades das m\u00eddias digitais e as transformou em uma empresa multimilion\u00e1ria.<\/p>\n","protected":false},"author":17,"featured_media":7796,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1346],"tags":[1465],"coauthors":[],"class_list":["post-7799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-isoj-pt-br","tag-isoj-pt-br"],"acf":[],"yoast_head":"\nHenry Blodget, CEO da Insider Inc., passou da experimenta\u00e7\u00e3o \u00e0 evolu\u00e7\u00e3o da m\u00eddia digital - LatAm Journalism Review by the Knight Center<\/title>\n<meta name=\"description\" content=\"Henry Blodget, CEO da Insider Inc., passou da experimenta\u00e7\u00e3o \u00e0 evolu\u00e7\u00e3o da m\u00eddia digital . 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