Why the Largest Newspaper Group in Brazil Uses Facebook as a Subscription Funnel

Brazilian publisher Grupo RBS will not be distributing any content from its titles on third-party platforms, as that would affect the conversion part of its business, Andiara Petterle, vice president of newspapers and digital media at Grupo RBS, explained at the World News Media Congress in Colombia yesterday (June 13).

“It makes sense for publishers with a national or global presence to use these platforms to increase their global footprint, but because we are local and don’t have that scale, digital and online advertising will never, ever pay the bills,” said Petterle.

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