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 % total shares), Portugal Telecom (29%) Launched in April, 1996 Content, services & internet access provider Journalism, sports, entertainment & services + 1,000 content channels employees people in the newsroom 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* MM unique visitors (home market)* BI page views* BI minutes spent* 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 Márion Strecker