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Exame: The Brazilian News Behemoth
How a legacy media brand dominates Brazil's digital landscape with 13M monthly visitors
While most Western media outlets struggle with digital transformation, Exame—a Brazilian business publication—quietly amassed 13.2 million monthly visitors, making it one of Latin America's most influential news platforms. This isn't just about content; it's about scale, strategy, and understanding what a massive audience actually wants.
"Exame doesn't chase news cycles—it captures search intent, turning calendar events into traffic goldmines."
The Traffic Engine
Exame's secret weapon isn't investigative journalism—it's SEO mastery. With 2.97 million backlinks and a 68% organic search share, they've built a content machine that captures high-volume keywords like 'feriados 2026' (392K monthly searches) and 'carnaval 2026' (647K searches). This isn't accidental; it's a calculated pivot from pure business reporting to capturing broad Brazilian search demand.
The Audience Paradox
Here's the kicker: 94.3% of their traffic comes from 'undefined' country—their own backyard. This isn't a global brand; it's a Brazilian powerhouse that understands local nuance better than any international competitor. While others chase global scale, Exame doubled down on dominating Brazil's digital news landscape, achieving a level of market penetration that most Western media brands only dream of.
The tech stack tells a story of modernization: Tailwind CSS, Vite, and modern frameworks suggest they're not resting on legacy laurels. With 982 employees and $134.2M in revenue, Exame operates at a scale where most digital-native newsrooms would envy. The presence of Marcos Sanchez as CTO signals that technology isn't an afterthought—it's central to their strategy.
- Search-first content strategy over pure journalism
- Deep Brazilian market penetration (94% local traffic)
- Modern tech stack enabling rapid iteration
- Diversified revenue beyond traditional subscriptions
The Lesson for Media Founders
Exame proves that in fragmented media markets, dominating a single geography with SEO-driven content can be more valuable than chasing global relevance. They're not trying to be the next NYT—they're building an unassailable position in Brazil's digital ecosystem.
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https://classic.exame.com/wp-content/uploads/2024/01/exame-cover.png
Meta Tags
Exame | Notícias, Negócios, Economia, Carreira e mais
Notícias do Brasil e do Mundo. Economia, Política, Finanças e mais. Entrevistas, Análises e Opinião de quem entende do Assunto! Acesse!
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About exame.com
Notícias do Brasil e do Mundo. Economia, Política, Finanças e mais. Entrevistas, Análises e Opinião de quem entende do Assunto! Acesse!
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Technology Stack
exame.com uses 23 technologies across their website including Google Fonts, PHP, Framer, WordPress, and more.
Fonts
Google Fonts
Programming Languages
PHP
CMS
Framer, WordPress
Advertising
DoubleClick Floodlight, LinkedIn Insight Tag, Google Ads, Facebook Pixel
Scheduling
Cal.com
Customer Support
Zendesk
Traffic & Audience
exame.com receives approximately 13.2M monthly visitors and ranks #7,057 globally. The website has a bounce rate of 40% with visitors viewing an average of 2.2 pages per visit. Users spend an average of 3:17 on the site.
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