Charting BWorld's multimedia future

OVER THE PAST several years, BusinessWorld has been undergoing a transformation. Much of this shift began in 2015, when The Philippine STAR acquired the business newspaper and began applying its multimedia strategies to a brand that had long relied on its legacy as a print publication.

- By Bjorn Biel M. Beltran Special Features and Content Assistant Editor

"When The STAR bought BusinessWorld in 2015, we immediately implemented our multimedia strategies into the paper, which had been bleeding for more than a decade," Lucien C. Dy Tioco, executive vice-president of BusinessWorld, had said previously. "In just one year, BusinessWorld was taken out of the red by strengthening its hold on the business community and emphasizing the strength of its content."

This transition involved expanding BusinessWorld's platforms to reach readers beyond print, including online, social media, podcasts, and events, framing the brand as a holistic business information and insights provider.

Aren Mae M. Cayetano, BusinessWorld social media specialist, described it as a transition leveraged on the brand's credibility and reputation in the business community.

"Our ability to simplify complex topics and adapt content for our different audiences helps us stay relevant in a noisy online ecosystem," she said.

These changes positioned BusinessWorld to remain competitive in an increasingly digital-first media environment.

In fact, BusinessWorld is stronger than it has ever been, as President and CEO Miguel G. Belmonte noted in a recent interview.

"BusinessWorld is possibly among the top three now among the print companies in the country," he said.

"But things are always evolving — technology changes so fast as does the environment — and we also have to evolve and adapt with all the changes that are happening. It's really very hard to predict."

Mr. Belmonte expressed his concerns about the uncertainty in a media landscape rife with disruption, but he believes in the current trajectory of the company.

"We really have to build further on our digital presence. There's a lot of room for growth but exactly how we're going to achieve that, we're still searching for answers. That's why we're constantly trying and putting a lot of effort and resources into that."