Novos modelos de negócio nas organizações jornalísticas: o processo de inovação e criação de valor da revista Exame

• Ano de defesa: 2018
• Autor(a) principal: Benvenido, Mariana Crosio
• Orientador(a): Spinelli, Egle Müller
• Banca de defesa: Rodrigues, Fabiano, Antonioli, Maria Elisabete, Correa, Elizabeth Nicolau Saad, Ramos, Daniela Osvald
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional, Produção Jornalística e Mercado
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: jornalismo; criação de valor; inovação; modelo de negócio; audiência
• Palavras-chave em Inglês: journalism; value creation; innovation; Business model; audience
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/331

This research investigates how Exame magazine creates innovations and adds value in business models to survive in a digital ecosystem. The main objective is: analyze the strategies of innovation and creation of value for the audience in the magazine Exame in the three central platforms: magazine, site and application. A theoretical framework was developed to: understand the transition from traditional journalism to digital through new business models; identify the business model in the printed environment and in the digital environment; point out the innovations made by the magazine with the arrival of technologies; map the audience value creations developed by the Exame. This study is an exploratory research of qualitative character, appropriating the methodology of case study. For the development of the dissertation a bibliographical and documentary survey was carried out, elaboration of the categories of analysis, semi-structured interviews in depth and monitoring of the platforms. As a result, the research infers that the Exame presents three profiles of readers, justifying the independent nuclei in its organizational structure. The units meet the characteristics of the platforms, requiring an exclusive team to produce the content. The financing is based on readers and advertisers and the implementation of paywall has changed the business model. There is a need for greater collaboration among readers. Exame develops specific actions to create value on the three platforms analyzed to strengthen the brand in front of the print and digital audience. However, there is no effective insertion of innovation in their actions. Exame reproduces strategies that have worked well in international vehicles and performs innovative processes that are different from what already exists in the national market.