Marketing strategies of regional journalism: the changes undertaken by the Jaime Câmara Group

Moraes, Ângela Teixeira de; Machado, Liliane Maria Macedo

doi:10.1590/1809-5844201819

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Articles • Intercom, Rev. Bras. Ciênc. Comun. 41 (1) • Jan-Apr 2018 • https://doi.org/10.1590/1809-5844201819 copy

Marketing strategies of regional journalism: the changes undertaken by the Jaime Câmara Group¹ 1 This research was partially presented at the Communication and Regional and Local Development Research Group in 2017, during the XVII Meeting of Research Groups in Communication, a session of the 40th Brazilian Congress of Communication Sciences. In that event, the title of the paper was “The changes in reference journalism in Goiás: a case study of the Jaime Câmara Group” and, after that, some contributions and new data collections were added to this text.

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

This research describes the main changes in journalistic practices of the main private communication enterprise in the Brazilian Midwest region – the Jaime Câmara Group (GJC – acronym in Portuguese). It is a case study that analysed three products of this organization: the TV news report Anhanguera 1^st Edition, the tabloid newspaper Daqui and the reference newspaper O Popular, conducted between August 2016 and April 2017. The research was based on data collected from interviews with journalists and editors of the company, as well as content analysis of material published by GJC. The results confirm the impact of the Internet on the reconfiguration of journalistic work and the system of competition that has been installed in the face of so many informational offers to society, but point out singularities in terms of the effects of certain marketing strategies.

Keywords
Regional journalism; Journalism on TV; Printed journalism; Changes in journalism; Marketing strategies

Position	Newspaper	State	Circulation average (Printed)
1	Super Notícia	MG	249.297
2	O Globo	RJ	193.079
3	Folha de S. Paulo	SP	189.254
4	O Estado de S.Paulo	SP	157.761
5	Daqui	GO	153.049
47	O Popular	GO	17.685

Subject	Daqui newspaper	O Popular newspaper
Attack on politicians in the city of Itumbiara	“Feeling of fear in Itumbiara”	“Rumors take over social networks and whatsapp”
Plane crash	“Pain that never ends”	“Families say as they seek to overcome losses”
Vila Nova - soccer team in Goiás	“Tiger wants the Olympic”	“Vila wants to move house”
Challenges of the next mayor of Goiânia	“A pineapple to peel”	“What future the next mayor will face”

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[1] Ângela Teixeira de Moraes

PhD in Letters and Linguistics, Universidade Federal de Goiás – UFG (Federal University of Goiás), with emphasis on discourse analysis. Currently, she holds a postdoctoral degree from the Graduate Program in Communication at the Universidade de Brasília – UNB (University of Brasília). She is a professor of the Graduate Course in Communication of UFG, in the field Media and Citizenship. She published as a single author the book Jornalismo e Educação: (des) encontros discursivos (2013), and was one of the organizers of Cidadania Comunicacional: teoria, epistemologia e pesquisa (2016) and Estudos Contemporâneos de Jornalismo – Coletânea 4 (2016). She develops research on journalistic discourse, religious discourse and paradigmatic transformations in journalism. In the bachelor course she teaches the subjects: Theories of Journalism, Ethics and Legislation of Communication, Production of Journalistic Text and Supervised Internship. E-mail: prof.atmoraes@gmail.com.