Editorial Expansion and Consultative Media Sales
Vanessa Gregoraci explains how offering new editorial verticals at CNN Brasil strengthens specialized commercial narratives.
Expanding editorial verticals in news outlets goes beyond attracting new audiences and directly impacts commercial strategies. Vanessa Gregoraci analyzes the blend of traditional coverage with complementary topics and explains why sales teams must master technical sectors to drive deals.
Vanessa Gregoraci, Commercial Director at CNN Brasil, discussed on Marketing - The Podcast with Bruno Gimenes how content diversification has become a key mechanism for retaining audiences and enhancing the outlet's commercial approach.
Audience Retention Between Hard News and Soft News
The strategy of expanding journalistic coverage beyond traditional politics and economics aims to provide a comprehensive experience for existing users on the platform. According to Gregoraci, the goal is to broaden the content mix without compromising the brand's core identity: "So, I think geopolitics and economics are our core, but nothing prevents us from having a softer news vertical, because we already have the audience captured there." By incorporating varied topics, such as coverage of tennis matches and other sports, the network keeps consumption within its own ecosystem.
In the video above, Gregoraci details this thematic structure and the impact of diversified coverage on the network's daily operations.
Technical Expertise and a Journalistic Mindset in Sales Teams
Branching out into new editorial topics also shifts the demands on media sales executives. According to Gregoraci, sales professionals need to adopt analytical skills to engage effectively with brands across niche industries: "And in the commercial area, which is my day-to-day, my executives also need to be a bit like journalists to build a narrative when facing a client, and sometimes even get a bit more technical."
This depth is especially directed toward verticals such as agribusiness, infrastructure, mining, energy, and sustainability. Gregoraci emphasizes that conceptual mastery of these markets is what makes closing new deals possible: "So you really have to act like a journalist, because you need to get up to speed in order to face the client with a solid narrative to drive a business opportunity forward." This accumulated knowledge becomes the central asset supporting a consultative sales model for advertisers.