In contrast to what is happening in the main world economies, the state of health of the printed press is excellent in Brazil, where circulation continues to rise despite the economic crisis. Newspaper editors, however, say they need to make sure they provide readers with deeper analysis and broader perspectives in order to retain readers.
On average, the daily circulation of newspapers grew by 2,3% to 4,5 million copies in the first six months of the year, according to data provided by the Circulation Verification Institute (IVC). Advertising is also on the rise, unlike in much of the developed world where rates are down and advertising is increasingly migrating to the web. Internet advertising, however, is growing faster than print advertising and is expected to overtake it by 2015, according to Wark International Ad Forecast. For the moment, the turnover from advertising in print media is equal to 1,62 billion dollars (2010 data) against 608 million made on the Internet.
Even if the press is doing better than in other North American or European countries, the directors of the main newspapers have said that they must review their strategies if they want to continue growing. "Given the avalanche of news coming from other platforms - explains for example Ascanio Seleme, director of "O Globo" - we need to provide readers with more analyzes and insights if we want to win the challenge with the web".
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