Agribusiness and Infrastructure Verticals at CNN Brasil
Vanessa Gregoraci details how specialized verticals boosted regional coverage and the network's commercial model.
In an interview on Marketing - The Podcast, Vanessa Gregoraci detailed CNN Brasil's focus on agribusiness and infrastructure verticals. The commercial director explained the strategy of covering these sectors through a technical, B2B business lens. The initiative expanded the network's regional reach and secured dedicated advertising sponsorships.
Editorial Strategy and Ad Sponsorship Sales
In a conversation with Bruno Gimenes on Marketing - The Podcast, Vanessa Gregoraci, commercial director at CNN Brasil, discussed structuring new content verticals at the network. Reviewing the commercial planning landscape ahead of a competitive calendar featuring elections and the World Cup, the broadcaster decided to strengthen editorial coverage targeting key pillars of the Brazilian economy.
To drive audience growth and attract advertising revenue, the network selected two strategic areas to expand its programming and segments: infrastructure and agribusiness. Gregoraci explained that while these topics were already part of regular coverage, they received structured reinforcement with an official launch in the first quarter: "we chose two important, strategic verticals—infrastructure, as I mentioned, and agribusiness."
Delivering new segments enabled the sale of dedicated sponsorship packages, generating direct commercial revenue for the media outlet. According to Gregoraci, the success achieved with these structured formats led to expanding the model across subsequent programming cycles.
The Technical and B2B Lens on Agribusiness
Beyond commercial gains, the commercial director emphasized that editorial presence in agribusiness positions the network as a partner in economic development, offering technical credibility to the sector. The approach aims to connect news coverage with agricultural business leaders through a B2B perspective.
"When we feature agribusiness, we delve deeper into the subject with a business perspective—a B2B angle tailored to industry leaders," Gregoraci stated. She noted that this vertical allows the national broadcaster to engage directly with the economic dynamics across Brazil's key productive regions.
With a decade of prior experience as a commercial manager at Canal Rural and a background at Grupo RBS, Gregoraci observed that covering modern agribusiness requires an understanding of complex supply chains: "agribusiness is multifaceted." In her view, the sector encompasses technology, logistics, transportation, pest management, domestic consumption, and foreign trade—far beyond oversimplified depictions of farming.
In the video above, Vanessa Gregoraci explains the production and distribution dynamics of segmented content for economic sectors, discussing how newsrooms can integrate journalistic coverage with revenue models.