O reposicionamento das newsletters no jornalismo digital brasileiro: um estudo comparativo entre The News e Nexo Jornal

Abstract

This study analyzes the repositioning of journalistic newsletters in Brazilian digital journalism, understanding them as strategic editorial products focused on content curation, audience engagement, and media sustainability. In a context marked by information overload, fragmented audiences, and changes in news consumption habits, newsletters have expanded beyond their traditional role as content distribution tools, incorporating strategies for relationship building and strengthening editorial identity. The research aims to analyze how The News and Nexo Jornal use newsletters as editorial strategies, audience engagement tools, and business models. A qualitative and comparative analysis was conducted based on editions of the newsletters The News and Nexo Hoje, considering narrative, editorial, visual, interactive, and commercial aspects. The results show that, although both organizations use the same technological format, they adopt different strategies: while The News focuses on informality, proximity, and community building, Nexo Jornal prioritizes credibility, contextualization, and qualified information mediation. The study concludes that newsletters have become strategic products in contemporary digital journalism by combining journalistic production, audience relationships, and new possibilities for economic sustainability. [resumo fornecido pelo autor]