Editora Abril shifts positioning and revamps business model
As part of this transformation process, the company will now operate based on three units focusing on content, marketing, and revenues. The company’s business model has also been revamped. Dedicated cells focusing on specific economic sectors will replace former corporate structures grouped by departments or brands. In addition, Abril will also invest in Big Data and Business Intelligence tools to enhance media results.
“We have shifted to a new market stance that focuses on advertisers’ current needs, which include higher efficiency and especially, flexible media and formats to reach better business results. We have also reworked our customer service process: instead of selling advertising space in our magazines and websites, we started to sell our target audiences as a whole, coupled with bold and cutting-edge digital communication tools based on clear metrics,” said Alexandre Caldini, CEO of Editora Abril.
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