Traditional media in Brazil: why is it still important?

[Wooden table with a pile of newspapers]

Much is said about how traditional media in Brazil is losing space to the advance of technology and new ways of consuming information. But is that really the case?

True, with the democratization of internet access and the arrival of streaming services, people’s habits have certainly changed. They no longer watch television at the same pace as before. Few still go to the newsstand every day to buy the daily newspaper or the weekly magazines, and many have replaced listening to the radio with listening to a podcast episode.

All these changes have undeniably transformed traditional media in Brazil, but they have not necessarily diminished its importance.

Even when sharing news on social media, people tend to prefer the profiles of traditional media outlets such as newspapers, magazines, and television stations that are known to the public.

Of course traditional media has changed a lot in recent years and, today, it is often even guided by digital media. But, because it was the only means by which people were informed for a long period of time, traditional media in Brazil has built up significant credibility that is not so easily lost.

Furthermore, the phenomenon of social networks has contributed to traditional media gaining even more relevance, most notably in the fight against the sharing of fake news. We can also mention the fact that advertising in traditional media is still considered very important by Brazilian brands. So it is necessary to highlight the importance of these vehicles in a PR strategy.

Traditional media is an ally in the fight against the spread of fake news. The problem is an old one, and we have been dealing with the spread of false information for a long time now, but it has gained new proportions with the rise of social networks.

Messaging apps and platforms such as Facebook have made it easier to share messages without verifying that what is being shared is actually true. The practice became dangerous during the Covid-19 pandemic, when a plethora of false information about the virus, the use of masks, treatments, and medicines began to be shared relentlessly.

In order to combat fake news, many traditional media outlets have created specialized departments or even agencies, solely dedicated to checking news shared on the internet. This is the case of Agência Lupa, linked to the Folha de S.Paulo newspaper, and Fato ou Fake, compiled by journalists working for Globo group outlets such as G1, CBN, Época, O Globo and GloboNews.

The credibility projected by Brazilian traditional media was acknowledged in a 2018 survey conducted by the Brazilian Association of Business Communication (Aberje). The “Fake News: Challenges of Organizations” study, carried out across 52 organizations, showed that most companies consider traditional communication vehicles such as printed or online newspapers and magazines to be more trustworthy.

The survey also revealed that, among the main methods used to discern true information from false information, is trust in the reputation of the publishing vehicle (86%) and trust in the reputation of the journalist (52%).

Methods of advertising a brand or a product have also changed. Today, thanks to the Internet and social media, the possibilities are much broader than they used to be. But even so, traditional media remains relevant to the advertising strategies of many brands.

One of the main advantages of traditional media in Brazil in this respect is the audience. An advertisement on so-called “prime time” television, for example, can reach thousands, even millions, of people.

For brands that talk directly to the masses, traditional media remains a good option. This is because, according to the latest “Continuous National Household Sample Survey – Information and Communication Technology” conducted by the Brazilian Institute of Geography and Statistics (IBGE), while the Internet is used in 79.1% of Brazilian households, television is present in 96.4% of them.

And those who maintain that traditional media, like digital media, cannot be segmented to reach different niches are mistaken. In addition to terrestrial TV, it is also possible to advertise on specific cable TV channels. And through newspapers and magazines, in their print or digital versions, the company can choose specific sections for its advertisements, such as health or beauty.

Finally, the important role of traditional media in strategic public relations plans in Brazil cannot be overlooked. Once again, it’s a matter of credibility.

Among the possibilities of owned, paid, or earned media, it is widely agreed that earned media is a major contributor towards building a brand’s reputation in Brazil. Having a positive story published in a major traditional media vehicle is still the goal of many clients, and acts as a means of conveying trust to the public. The opposite is also true: having a negative story published can have an extremely detrimental impact due to this same trust that readers place in traditional media.

We live in a fast-paced world of digital transformation, and can truly say that we have evolved, with greater access to options and ways of consuming information. It is undeniable that our habits have changed. However, it is noticeable that traditional Brazilian media has been keeping pace with this digital transformation, and is also present on digital channels.

Traditional media in Brazil is far from irrelevant; after all, public trust and credibility, cultivated over decades, are not so easily lost.