How does a traditional media company stay relevant in the digital age? For Grupo RBS, a Brazilian media conglomerate that owns newspapers, and radio and TV stations, the answer was to embrace the change and look for opportunities to thrive. Tulio Milman, a journalist at Grupo RBS, explains exactly how the 60-year-old company learned to pivot, in an opinion piece published at Knowledge at Wharton’s (University of Pennsylvania) site.
According to Milman, recently, the group has consolidated the commercial operations of all media properties. In the past, all business units vied for advertisements, each of them coming up with independent sales pitches. Such a strategy worked well in a growing and lucrative market. Today, radio and TV stations, newspapers and digital operations offer consolidated solutions with an integrated focus on individual needs of clients.