We are delighted to welcome Luciana Cardoso to our team. As Media Business Advisor, Luciana will be working with the Media Advisory Services team to help our clients and partners navigate the rapidly changing media landscape.
Luciana comes with experience spanning leadership positions across project management and product development for reputed tech and media organizations such as Brazilian newspaper Estadão, Grupo Bandeirantes, IBM and Quartz.
As she joins MDIF, we spoke to Luciana to get her quick take on key issues facing the media business and some tips for media wanting to launch new products, engage with audiences and more. Here’s what she had to say:
1. Why is it so important for a media company to engage with its audience and build a sustainable future?
Engaging with the audience is crucial for media companies to thrive. Understanding audience needs and preferences is the foundation for creating valuable products that resonate with them. This audience-centric approach fosters loyalty, drives revenue, and ensures long-term sustainability.
2. What are the key do’s and don’ts when a media organization designs a new product?
Do: Prioritize audience research, focus on a clear value proposition, prioritize user experience, iterate based on user feedback, and build a strong data foundation.
Don’t: Develop in silos, ignore user feedback, focus solely on technology, launch an incomplete product, neglect ongoing maintenance and support.
3. What’s your advice to media who want to bridge the divide between the newsroom and the business side?
To bridge this gap, media organizations should emphasize shared goals, utilize data-driven decision-making across departments, foster cross-functional collaboration, and invest in training programs that enhance understanding between newsroom and business teams.
4. As we enter the second year of AI innovation, what do you predict in terms of the work you do with media and cohorts around the world? And for the audience?
AI will significantly impact our work. We can expect increased automation of tasks, freeing up time for creative endeavors and in-depth analysis. For audiences, AI will power hyper-personalized experiences, such as content recommendations.
5. How have your perspectives on effective digital media strategy changed over the years as you worked across different audiences, media brands and market conditions?
The focus has shifted from maximizing reach to cultivating deeper audience engagement. The market also moved away from platform dependency towards a more audience-centric approach, prioritizing direct relationships with our audience.
6. With the breadth of your experience, why is joining MDIF and Media Advisory Services important for you?
I am passionate about contributing to the success of the media industry globally. Joining MDIF and Media Advisory Services allows me to leverage my experience to help media organizations navigate the evolving media landscape and thrive.
7. Can you recommend any interesting reads/views?
For those interested in news product development, I recommend exploring the News Product Alliance. This organization fosters knowledge sharing and collaboration among product professionals worldwide.
We welcome Luciana as she joins us in our mission to help media organizations around the world develop their financial sustainability without compromising their editorial integrity.