Making a name in multimedia space

By Chelsey Keith P. Ignacio, Special Features and Content Senior Writer

IN AN ERA when most people go online to source information, media organizations now have a broader responsibility to publish accurate details across digital channels. And while ensuring the veracity of information online, the media also must have the ability to tell or explain stories in various forms to reach every kind of audience, whether they are readers, listeners, or those of the visual-oriented kind.

While widely known for being a business newspaper, BusinessWorld has begun to establish itself as a multimedia brand. It shares news, data, or insights on economic matters, markets, and the corporate world through articles published in print and online, infographics, videos, and podcast episodes while maintaining its presence on social media.

For consistent quality and engagement throughout its range of media content, BusinessWorld’s new Multimedia Editor Arjay L. Balinbin said that “a collaborative effort among editors, graphic/video artists, reporters, layout artists, and the social media specialist is crucial.”

“Our foundation is ethical and responsible journalism,” he further stressed.

BusinessWorld Online has been serving as the digital companion of the printed publication and a space for its other online articles. But in recent years, the website began to encompass BusinessWorld’s multimedia content, which includes explainer videos and episodes from its B-Side podcast as well as multimedia reports and the newly-launched section Launchpad.

BusinessWorld’s Launchpad section, created for micro, small, and medium-sized enterprises (MSMEs), consists of a story published in print and on the website every Wednesday, as well as videos. It has by far 24 videos shared on YouTube and other social media channels since the section’s launch in May.

Among the topics that Launchpad has explored were social e-commerce; harnessing technology for driving small hotels’ growth; overcoming business challenges; dairy farming’s potential; and starting a broiler chicken farm, among others.

“Launchpad covers a range of important topics including business advice, market trends, financing, and relevant government regulations,” Mr. Balinbin said. “The project aims to be a valuable resource for entrepreneurs looking to stay updated about the MSME industry in the Philippines.”

BusinessWorld has also initiated other multimedia reports on the website, which are made up of written content, images, and videos centered on a particular, significant issue.

Last year, the publication released a multimedia report on “The Promise of Power,” which looked into the Bataan Nuclear Power Plant. It has also presented a report on the postal service challenges in the country, highlighting the Philippine Post Office. The report, titled “Letters to the Mountains: A day in the life of a Cordillera mailman,” was published this year.

Explainer videos are also produced and posted on BusinessWorld Online, which have so far expounded on topics including jeepney modernization; the issue in the West Philippine Sea; the prospect of Manila becoming a 15-minute city; HIV prevention pill; and ChatGPT, among others.

BusinessWorld’s website has a dedicated section for its videos, including these explainers.

For its audience who preferred listening to insights compared to watching videos or reading articles, BusinessWorld also creates podcast episodes on BusinessWorld B-Side.

BusinessWorld B-Side started out as a platform for expounding stories published in BusinessWorld, and later on it took deep dives into the most recent issues, trends, and ideas relevant to the business community. Launched in 2020, the podcast has premiered over 50 episodes.

In 2021, BusinessWorld started expanding B-Side into 30-minute buyout podcast sessions, which included interviews with various industry experts.

Some of the topics recently covered on B-Side were about education in the era of artificial intelligence; the coffee industry; coconut farming, and press freedom in the Philippines, among many others.

These media contents are being promoted through clips on BusinessWorld’s social media platforms.

“We are observing a shift in the online audience’s behavior. There’s more interest in short content. This boosts views for our podcast teasers on platforms like YouTube and Facebook. But, more views don’t mean more podcast listens. So, we are sharing more clips from our podcasts, explainers, and Launchpad on social media platforms to make the most of this trend,” Mr. Balinbin said.

The multimedia editor also mentioned that they stay attuned to the ever-changing landscape of media consumption. “By harnessing data analytics and engagement metrics, we gain insights into what resonates with our readers/viewers,” he said.

Across its social media channels, BusinessWorld has so far more than 190,000 followers on Facebook; 67,100 on X (formerly Twitter); 9,100 on Instagram, and 4,100 subscribers on YouTube. It has also built a community on Viber with The Lounge, which has over 1,400 members.