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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
Márion Strecker, UOL Content Director
• 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?
UOL & Folha relationship
• Different companies; separated
newsrooms
• Folha is the main shareholder of UOL
• Folha is also a content partner of UOL
• All the Folha’s sites are under the
umbrella of UOL
• Folha “sells” headlines to UOL
homepage as any other content partner
• Some of Folha’s columnists have blogs,
TV programs or other kind of
collaboration with UOL
• Folha newspaper sells 311,287
copies per day
• Folha’s 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
• 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
Are we trying hard enough?
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?
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?
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)
• Don’t 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 doesn’t seem a good way to be
contemporary!
Are we trying hard enough?
Thank you!
UOL www.uol.com.br
Márion Strecker
mstrecker@uolinc.com
Thank you!
UOL www.uol.com.br
Márion Strecker
mstrecker@uolinc.com

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Strecker

  • 1. 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 Márion Strecker, UOL Content Director
  • 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?
  • 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 Folha’s sites are under the umbrella of UOL • Folha “sells” headlines to UOL homepage as any other content partner • Some of Folha’s columnists have blogs, TV programs or other kind of collaboration with UOL • Folha newspaper sells 311,287 copies per day • Folha’s 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
  • 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
  • 5. Are we trying hard enough?
  • 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?
  • 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?
  • 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) • Don’t 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 doesn’t seem a good way to be contemporary! Are we trying hard enough?
  • 9. Thank you! UOL www.uol.com.br Márion Strecker mstrecker@uolinc.com
  • 10. Thank you! UOL www.uol.com.br Márion Strecker mstrecker@uolinc.com