Diário de Notícias wants to consolidate DN Brasil, a project it launched at the beginning of last June, aimed at the Brazilian immigrant community living in Portugal, in order to advance throughout the Portuguese-speaking world, according to its director.
“What we want is to reach a market that is Lusophone and to be able to communicate as much as possible to the 260 million people who speak Portuguese. Therefore, our long-term goal will be, as much as possible, to have this audience as our future perspective,” said Bruno Mateus, speaking to Lusa about Diário de Notícias’ latest project. In this context, DN Brasil is “a first step” for the strategy, he admitted, noting that the next steps should “be taken cautiously” so that it can be consolidated as the project grows. The aim at this stage is to “create empathy, get to know the audience” and then figure out how to “extend the project to Lusophone countries”.
“There is also a clear objective here of attracting brands that want to communicate to the Portuguese-speaking world, that want to communicate their products in a wider market than the national one,” said Bruno Mateus, referring to another of DN Brasil’s goals. The aim is to have the costs “all covered for this project and for it to be profitable” in the next six months, he said. Every Monday, DN Brasil has one or two pages in the paper edition of Diário de Notícias, depending on the current news for its audience, perfectly identified and written in Brazilian Portuguese.
Then there’s a supplement that comes out on the first Monday of every month, with 12 to 16 pages, in which stories from the Brazilian community are told, as well as the website, which is updated daily, a podcast and video. “This audience is important to us, because most probably (…) there is very little journalistic content, objectively aimed” at Brazilian immigrants, said Bruno Mateus, referring to the importance of the Brazilian community “being portrayed in some way in the national press and having a voice”.
One month into its existence, DN Brasil has already boosted sales of DN on the day it comes out as a supplement and, on the website, the number of views, he said. “At this early stage, we can talk about increases of up to 10%” in sales on the day the DN Brasil supplement comes out, admitted its head, noting that the website has also seen an increase in readership which “is important”. Working on the project in total is the executive editor, Amanda Lima, and two other journalists.
