Panel SA: Innovation becomes an outlet for newspaper advertising

The advertising market is undergoing transformations and, in Brazil, there is an avenue of possibilities for innovations, especially in vehicles that make professional journalism.

The assessment is made by specialists who participated in the “2023 Folha Advertising Convention”, a closed event Sheetwhich took place at the newspaper’s headquarters, in São Paulo, this Friday (16).

Earl Wilkinson, CEO of Inma (International News Media Association), was one of the main attractions. The entity brings together 900 communication companies in 84 countries. THE Sheet is one of them.

The executive spends more than 200 days a year traveling the world to learn about the reality of publications. The objective is to exchange experiences, study cases, and point out solutions for the media market in the digital age.

In his talk, Wilkinson defended improving the use of user data to improve applications and even direct the production of journalistic content.

Strategist Nizan Guanaes, founder of N Ideias, spoke about the future of advertising. For him, there is room for innovation in the media market.

One of the examples cited was Folha Top of Mind, an event that rewards the brands most remembered by Brazilians based on a Datafolha survey.

Winners are profiled in a print publication. This year, the edition had 224 pages – almost half of them with advertisements.

For Guanaes, an icon of national advertising, a brand cannot stay out of Sheet Top of Mind, because publishing has already become a business environment for companies.

“It’s like Mother’s Day [sempre em um domingo de maio]Father’s Day [em agosto]the Pink October. [Eles] function as a business environment. You have to think about this construction, “he said.

Carlos Ponce De Leon, superintendent of the SheetExecutive Commercial Director, Marcelo Benez, and Folha’s Editor-in-Chief, Sérgio Dávila.

Julio Wiziack (interim) with Paulo Ricardo Martins and Diego Felix