"We're a lot of people fighting for the advertising investment," says Marcelo Benez, Director of Advertising at Folha de Sao Paulo. In a fragmenting media market, print newspapers must find new ways to provide impact for advertisers.

"It's a revolution without leaders, and we are seeking to lead these markets," he says.

In a wide-ranging presentation that focused on trends in multi-media and multiplatform advertising, Mr Benez did not neglect print, presenting some of the advertising format innovations that the newspaper has introduced.

These include packages wrapped around the newspaper, and creative use of unusual advertising shapes. The paper even introduced origami and pop-up ads. And it also cooperated with a competitor to deliver both newspapers to each of their subscribers together, in one package – a lucrative promotion symbolizing the merger of two banks that advertised in both papers.

"From the point of view of advertisers, it gives impact to the campaigns and helps to remember the brand," says Mr Benez. "We're developing new market segments and new important investments in new ways and formats."