Below, a very interesting extract of the interview that Roberto Civita, who commands the group April, gave to the editors of "Jornalistas&Cia " Eduardo Ribeiro and Wilson Baroncelli, accompanied of the teacher Carlos Chaparro, of the Communication and Arts School of the University of São Paulo, ECA/USP:
In Blog dos Blogs
"Do not give to anymore be in the media without internet"
P – What editorial and technological areas for April does it consider priority to invest?
RC – Internet.
P – And editorialmente, what niches?
RC – Are going to tell this way: Does not give to anymore be in the media without internet. Does not give anymore to talk about information, communication and entertainment without talking of internet. Internet is the biggest revolution in the communication area since Gutenberg. Point. Or you are there or dies.
P – You already talked times ago that, if you have to start today, would start by the internet, only would not know how to pay the rent. Does today already give to pay the rent? How is the revenue of the digital media?
RC – You Tube is not a traditional vehicle and is an enormous success. Second Life is not a traditional vehicle and is an enormous success. They are several. There are things that were only invented for the internet, that do not have nothing to do with traditional vehicles, and they are going very much well. Difficult is, for the existing vehicles, of the traditional media, find your way in the internet. That is more difficult. What is the biggest invention in the internet? Probably Messenger. I do not have the numbers, but it probably is what it more uses in the internet, people communicating themselves to each other. It is the communication great middle among people in the whole world. Fantastic! So, the inter-activity is the internet essence and she dumb everything. Why? In the good times, there were 20, 30 newspapers and 30 or 50 magazines in the Country, five or six television channels, hundreds of radios and finished! It was that. And who decided what the public was going to see, hear, read and to know they were few people's hundreds. Few, the called gatekeapers. And today, how is? Today, there is million people determining what you are going to read, see, hear. Million. And the control of this passed of us for the public. This is the revolution. And they decide what they want to read, when they want, that appearance want, in the cellular or in laptop, or they print, because they want to read printed... Or – because I do not like this everything, I want to read in my magazine, do not want to bother me seeking a thousand sources, I am crazy – paid to choose for me. It is that that they are doing. So, you have to if adapt. It has to ask: What the readers of Claudia, Playboy, Four Wheels, See or Exam want to know, beyond of that what we publish? And how they want to interact with us? What they want it to tell us? In which they want it to give an opinion? They do not want only to to read you, want to be there, take part. That changes the game. It is another game. And thanks to God there are young that understand that game. For they is normal. They were born with that. They arrive here and they tell: “Oh, that is not problem!” But as to is me, I ask: “How is just that is done, nessas circumstances?”
P – Doing an association between this vision of the new world with the old, that internet phenomenon – what belongs to diffusion, of a full capacity of diffusion and of interaction –, that does it strengthen or does it weaken the traditional printed media?
RC – The first thing that happens is menace. It have people who tells: “Do I need anymore of the newspaper to have news”. Is not true? But it is a smaller menace for the magazines, because we are not in this business of telling what happened. How much people were to television Tuesday at night, how many they went to the radio, how many they went to the internet to it know what it was happening with that terrible disaster in Congonhas?