Printed Newspaper Market
The Brazilian press have always had a predominant role in the country’s development. It has even been called the “fourth power” of politics. Nevertheless, the Brazilian newspaper market has been experiencing a big challenge with the expensive cost of printed paper and the growth in popularity of online news.
Overview of Printed Newspapers in Brazil
A few publications are free and are distributed daily in subway stations. If bought, a newspaper costs between BRL 0.25 to BRL 3.50. The daily newspaper in Brazil can be found at newsstands or they can be delivered to your home by subscription with a special price, which is usually cheaper than buying spontaneously everyday.
The Sunday edition is the most important of the week, with more variety and more extensive articles. The price is usually higher than the weekday papers. An analysis of the week’s most important news is also found in the Sunday edition. In Brazil, there is no nationwide newspaper, but several that are focused on specific states.
Newspaper Market Statistics
In recent research, 75% of those interviewed revealed that they were no longer regular consumers of printed newspapers. Only 6% were still daily readers. But, Sunday readers increase the statistics to 24%. Even though the popularity of printed newspapers has dropped after 3 years of minimum growth, the readers still believe more in the paper that they can hold than the internet or even the television, as the research below states.
In 2014, the strength of the journalism industry was tested by research of Brazilian media. The research stated that 53% of those interviewed trusted what they read in printed newspapers, followed by 50% on TV and 49% on the radio. They were also asked about the advertisement conveyed at the different sources of communication. Again, advertisements in newspapers was taken more seriously, with 47% believers, followed by 42% on TV and radio, 36% in printed magazines and only 19% on blogs.
Even though newspaper advertisements are more reliable to its readers, the depreciation comes from the advertising market itself. Brazilian newspapers need to create a new strategy to attract investors back and show their value based on the research mentioned above.
Printed Newspaper Reader Profiles
For daily readers of printed newspapers the profile is composed mainly of male readers, living in more wealthy neighbourhoods, with higher education, degrees and income. 22% of women interviewed claimed to read the newspaper at least once a week and the percentage for men goes up to 27%, much higher than our 6% daily readers aforementioned.
Brazilians in general, dedicate around one hour per day to reading the newspaper. But when each state is analyzed separately, this figure can vary from 45 minutes in the state of Tocantins to even two hours in the state of Goiás.
The data shows that the local news is the most popular for readers, with 33% preference. Right behind, comes the sports section, with 25% and National news, 21%. Criminal news made 16% of preference and lastly gossip and soap operas, 16%.
However, these results can significantly differ when divided by social, economic and demographic parameters. If separated by gender, for example, the most important section for men is sports, with up to 42%. Whilst women prefer the gossip section at 27%. However, both genders are equally interested in local news. For older age, readers with degrees and on higher incomes, there is a higher interest in economy and politics.
Most sold Newspapers in Brazil
The most sold newspaper is, surprisingly, Super Notícia, a newspaper from Minas Gerais. It sells 302.472 copies per day. Folha de São Paulo is the second most popular newspaper in the country. The gazette sells 294.927 on weekdays and 301.299 copies on Sundays. O Estado de São Paulo is the second most sold newspaper in the state of São Paulo. It distributes around 234.863 copies across Brazil per day, of which only 118.587 are sold in the city of São Paulo. On Sundays the average goes up to 135.549.