A edição de Fevereiro da Folio (uma das revistas mais prestigiadas do mundo especializada no mercado dos media, em particular no das magazines) inverteu o ângulo de abordagem da crise e fez do tema de capa “A recession is a terrible thing to waste”.
A revista ouviu 20 nomes de responsáveis de editoras das mais variadas dimensões e “agarrou” nas oportunidades e estratégias que os momentos de crise lhes oferece ou exige em 2009. Transcrevo abaixo alguns excertos que se adequam ao mercado português. Os artigos podem ser lidos na totalidade aqui.
“The most important thing you can do in a downturn is teach editors and staff how to talk and think about Web sites, as well as the importance of investing in new technologies.”
Deborah Esayian (co-president, Emmis Interactive)
“It’s critical how you present yourself during a recession.”
Risa Crandall (VP , Scholastic Parents Media)
“Be in even closer contact with readers and customers…This is a time when priorities are shifting–everything is in flux–and you must know and understand what’s going on with them.”
Janet Libert (editor and publisher, Executive Travel SkyGuide)
“I think the worst thing you can do is announce that you have to save this or that. We try to have good operating practices and we don’t want to waste money during the good times any more than the bad times.”
Jim Prevor (CEO, Phoenix Media Network)
“A lot of publishers forget to do the grassroots thing, like link-share with other Web sites and blogs,” (…). “We need to try to be as creative as possible with our content, whether it’s text or streaming video. We need to be able to package all that together online without overloading our audience.”
Toyin Awesu (publisher and editor-in-chief, AvenueReport.com)