What is next for publishing in Brazil

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Presentation given at the Publishers Association International Conference 2011, in London, at the Fishmongers Hall, on December 15, 2011. It gives an overview of the Brazilian publishing market, both for physical and digital books, and enlightens the opportunities for British publishers.

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What is next for publishing in Brazil

  1. 1. What is next for publishing in Brazil Is Brazil the land of the publishing future? PA International Conference 2011 15th December, Fishmongers Hall
  2. 2. In 1941, Stefan Zweig... PA International Conference 2011 15th December, Fishmongers Hall
  3. 3. Since then, Brazilians believe:“Brazil is the country of the future… …and will always be.” PA International Conference 2011 15th December, Fishmongers Hall
  4. 4. The idea is supported by artists... “In the favelas, in the senate Dirt is everywhere Nobody respects the Constitution But everyone believes in the future of the nation What kind of country is this?” Renato Russo, Brazilian musician, Legião Urbana, 1987 PA International Conference 2011 15th December, Fishmongers Hall
  5. 5. ...and by the other side of the Channel:“Le Brésil nest pas un pays sérieux.” General Charles De Gaulle, French military and politician, in 1963. PA International Conference 2011 15th December, Fishmongers Hall
  6. 6. But this lady believed in us:“Your country deserves more than ‘potential’.Brazil is a country of the future and you mustresolve that the ‘future’ is tomorrow notsomewhere in the middle.” Margaret Thatcher, Britain’s fighting lady, in a 1994 speech PA International Conference 2011 15th December, Fishmongers Hall
  7. 7. And this bloke also gave some support: “For so long, you were called a country of the future, told to wait for a better day. That day has finally come. And this is a country of the future no more. For the people of Brazil, the future has arrived. And it’s time to seize it.” Barack Obama, president of a former British colony, in a 2011 speech in Rio. PA International Conference 2011 15th December, Fishmongers Hall
  8. 8. So, did Mr. Obama get things right this time? PA International Conference 2011 15th December, Fishmongers Hall
  9. 9. We are growing fine... GNP in 2010: Brazilian GNP Growth Rate* 1.4 trillion GBP 8.0 7.0 6.0 5.0Percentaual Growth 4.0 3.0 2.0 1.0 0.0 -1.0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 *Source: IBGE Forecasted Growth for 2011: 4.0 % PA International Conference 2011 15th December, Fishmongers Hall
  10. 10. We are distributing better... E-class: £0 to £282 D-class: £282 to £451 C-class: £451 to £1945 The Social Classess Mobility* AB-class: £1945 up 60 * Family monthly income 50Percentage of the Population 40 E-class D-class 30 C-class AB-class 20 10 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 *Source: Centro de Políticas Sociais | FGV PA International Conference 2011 15th December, Fishmongers Hall
  11. 11. And the C-class is booming... The Brazilian Social Classes in 2011* 17.26% 15.36% 11.58% E-class D-class C-class AB-class 55.80% E-class: £0 to £282 D-class: £282 to £451 C-class: £451 to £1945 AB-class: £1945 up * Family monthly income*Source: Centro de Políticas Sociais | FGV PA International Conference 2011 15th December, Fishmongers Hall
  12. 12. The number of colleges grew... Colleges Institutions in Brazil 2500 2000Number of Institutions 1500 2022 2032 2016 2039 1934 1789 1000 1652 1442 1208 1004 500 173 186 195 207 224 231 248 249 236 245 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Public Institutions Private Institutions Source: Censo da Educação Superior 2009 | Inep, MEC PA International Conference 2011 15th December, Fishmongers Hall
  13. 13. The number of students grew... College Students in Brazil 7,000,000 6,000,000 5,000,000 Number of Enrollments 4,000,000 3,000,000 2,000,000 1,000,000 - 2001 2002 2003 2004 2005 2006 2007 2008 2009 Private Students Public StudentsSource: Censo da Educação Superior 2009 | Inep, MEC PA International Conference 2011 15th December, Fishmongers Hall
  14. 14. So suddenly we are on the news... PA International Conference 2011 15th December, Fishmongers Hall
  15. 15. We are on the movies... PA International Conference 2011 15th December, Fishmongers Hall
  16. 16. And our flip-flops are trendy and cool PA International Conference 2011 15th December, Fishmongers Hall
  17. 17. We will host the Olympics in 2016 PA International Conference 2011 15th December, Fishmongers Hall
  18. 18. We will host the World Cup in 2014 Possible 2014 World Cup Final Match PA International Conference 2011 15th December, Fishmongers Hall
  19. 19. We will host the World Cup in 2014 Impossible 2014 World Cup Final Match PA International Conference 2011 15th December, Fishmongers Hall
  20. 20. So, does the land of the future have a publishing present? PA International Conference 2011 15th December, Fishmongers Hall
  21. 21. The Readers There are 95.6 million readers in Brazil (55% of the population above 5 years of age). 47.4 million (50%) of these readers are students who read textbooks and school recommended titles. 6.9 million (7%) read the Bible Brazilians read 4.7 books per capita per year. From which 3.4 are school-related. Source: Retratos da Leitura | 2008 PA International Conference 2011 15th December, Fishmongers Hall
  22. 22. The ReadersMillions of Readers by Economic Class 2.6, 3% 15.5, 16% 36.5, 38% 41, 43% A B C D/E Source: Retratos da Leitura | 2008 PA International Conference 2011 15th December, Fishmongers Hall
  23. 23. The Readers Readership Penetration by Economic Class100%90%80% 86%70% 74%60% 61%50%40% 44%30%20%10% 0% A B C D/E Source: Retratos da Leitura | 2008 PA International Conference 2011 15th December, Fishmongers Hall
  24. 24. The Readers Readership in Foreign Languages 9 8.3 8 7 6Millions of Readers 4.9 5 4 3 2 0.8 0.9 1 0.6 0 8,7% 5,1% 0.8% 0.7% 1.0% English Spanish French Italian Other Source: Retratos da Leitura | 2008 PA International Conference 2011 15th December, Fishmongers Hall
  25. 25. The Non-Readers  The Illiteracy is 9,7% according to official stats.*  The functional illiteracy is 20,3% according to official stats.* (Four or less years of formal education)  Classes D and E, 27% of the population, virtually can’t buy books* Source: Pesquisa Nacional por Amostra de Domicílios | 2009 | IBGE. PA International Conference 2011 15th December, Fishmongers Hall
  26. 26. The Non-Readers Brazilian Literacy 50% 45% 40% Percentage of the Population 35% 30% 25% 20% 15% 10% 5% 0% 2001/2002 2002/2003 2003/2004 2004/2005 2007 2009 Illiterate Rudimentary Basic FullSource: Relatório INAF 2009 | Instituto Paulo Montenegro PA International Conference 2011 15th December, Fishmongers Hall
  27. 27. The Buyers 36.3 million People in Brazil bought at least one book during the last 12 months (21% of the population above 5 years of age). Brazilians buy 1.2 books per capita per year. Source: Retratos da Leitura | 2008 PA International Conference 2011 15th December, Fishmongers Hall
  28. 28. The Buyers Millions of Book Buyers by Economic Class 1.8, 5% 8.8, 24% 8.8, 24% 17, 47% A B C D/EBook buyer is a person who bought at least one book during the preceding year. Source: Retratos da Leitura | 2008 PA International Conference 2011 15th December, Fishmongers Hall
  29. 29. The Booksellers  1,000 “proper” bookstores in the country. Around 5,000 book points of sales.  2/3 of the Brazilian citys do not have a bookstore.*  Bookstore sales grew nominally 9.6% in. Inflation was 6.4%.*  Only 49% have e-commerce (2010).*  78% of the booksellers intended to invest in the business in 2011.** Source: Levantamento do Setor Livreiro 2010 | ANL PA International Conference 2011 15th December, Fishmongers Hall
  30. 30. The BooksellersThe main bookstore chains: 1. Saraiva: 101 stores 2. Cultura: 13 stores 3. Laselva: 88 stores 4. Nobel: 200 stores and mini-stores 5. Leitura: 29 stores 6. Curitiba: 22 stores 7. Fnac: 8 stores 8. Travessa: 5 stores 9. Vila: 4 stores PA International Conference 2011 15th December, Fishmongers Hall
  31. 31. The ForeignersPortugal: Leya, BabelSpain: Santillana, Planeta, SMUK/Netherlands: ElsevierUK: Pearson, Penguin, OUPUS: Thomas Nelson, CengageFrance: FNAC PA International Conference 2011 15th December, Fishmongers Hall
  32. 32. The Rulers The Brazilian government is one of the largest book buyers in the world. Public schools book purchases are centralized. The Brazilian government spent 408 million GBP in 2010, a 25% increase from 2009, and worth 25% of all publishers sales. Books are 100% tax free in Brazil: No VAT or any other taxation. The Brazilian National Library will spent 4.3 million GBP in tranalstion grants until 2020. PA International Conference 2011 15th December, Fishmongers Hall
  33. 33. The Rulers Government Sales in Brazil100%90%80%70%60%50%40%30%20%10% 0% 2005 2006 2007 2008 2009 2010 Government Private sector PA International Conference 2011 15th December, Fishmongers Hall
  34. 34. The Bestsellers1. Ágape | Padre Marcelo | Globo Livros | 502,2402. The Shack | William Young | Sextante | 95.7993. Dear John | Nicholas Sparks| Novo Conceito | 80,4054. A Game for Thrones | George Martin | Leya | 76,6515. Guia Politicamente Incorreto da Hist. do Brasil | Leonardo Narloch | Leya | 71,0156. 1822 | Laurentino Gomes | Ediouro | 67,3677. The Notebook | Nicholas Sparks | Novo Conceito | 66,2538. Water for Elephants | Sara Gruen | Sextante | 65,9359. The Little Prince | Saint-Exupéry | Ediouro | 63,19810. Why Men Love Bitches | Sherry Argov | Sextante | 58,299 Source: PublishNews, 2011 PA International Conference 2011 15th December, Fishmongers Hall
  35. 35. The Bestselling Publishers1. Sextante | 69 hits on the list2. Record | 56 hits on the list3. Ediouro | 39 hits on the list4. Intrínseca | 31 hits on the list5. Santillana | 26 hits on the list6. Companhia das Letras | 22 hits on the list7. Saraiva | 22 hits on the list8. Leya | 20 hits on the list9. Planeta | 15 hits on the list10. Elsevier | 14 hits on the list Source: PublishNews, 2011 PA International Conference 2011 15th December, Fishmongers Hall
  36. 36. What about digital? PA International Conference 2011 15th December, Fishmongers Hall
  37. 37. October 19, 2009: the first day PA International Conference 2011 15th December, Fishmongers Hall
  38. 38. The cat and the submarine  First Brazilian e-bookstore founded in December ’09  It has 8,500 Portuguese titles in the catalogue (Dec. ‘11)  Partnered with Submarino from August ’10 until the end of this year PA International Conference 2011 15th December, Fishmongers Hall
  39. 39. Livraria Cultura followed  Founded in March ’10  It has 5,800 Portuguese titles in the catalogue (Dec. ‘11)  First to offer Positivo Alfa PA International Conference 2011 15th December, Fishmongers Hall
  40. 40. And then Saraiva... Founded in June ’10 It has 6,200 Portuguese titles in the catalogue (Dec. ‘11) Offers apps for iPhone, iPad, Android, Wind ows. PA International Conference 2011 15th December, Fishmongers Hall
  41. 41. The Brazilian e-bookstores Number of Portuguese Titles900080007000600050004000300020001000 0 Gato Sabido Saraiva Cultura June August October December PA International Conference 2011 15th December, Fishmongers Hall
  42. 42. On the distribution front...  Started operations in July ’10  Same owners than Gato Sabido  100% Brazilian technology  150 publishing houses distributed PA International Conference 2011 15th December, Fishmongers Hall
  43. 43. One for all and all for one DLD  Acronym for Distribuidora de Livros Digitais  Started operations in April ’11  Almost 1,000 titles today  Consortium of publishers PA International Conference 2011 15th December, Fishmongers Hall
  44. 44. The educational market  Estácio de Sá University plans to distribute tablets to its 260K students  Pasta do Professor and Xeriph are involved in the process  Minha Biblioteca is a consortium of publishers to offer subscription-based access to textbooks. PA International Conference 2011 15th December, Fishmongers Hall
  45. 45. Some numbers  One thousand eBook editions of “The Shack” (Sextante) were sold in 6 months, while 200 thousand pBook copies were sold in the period.  Steve Jobs biography, by Walter Isaacson, sold 3,000 e-copies in 10 days.  Livraria Cultura expects its digital sales to be 1% of overall sales in the next semester.Fonte: O Globo PA International Conference 2011 15th December, Fishmongers Hall
  46. 46. eReaders in the Brazilian market Kindle: 160 GBP iPad: 588 GBP Cooler: 213 GBP Galaxy: 356 GBPPositivo alfa: 285 GBP iRiver: 427 GBP PA International Conference 2011 15th December, Fishmongers Hall
  47. 47. On the price of eReaders, watch out! Brazilian senator Acir Gurgacz, from Rondonia State PA International Conference 2011 15th December, Fishmongers Hall
  48. 48. On the price of tablets, watch out! Foxconn will produce iPads and iPhones in Brazil in 2012. PA International Conference 2011 15th December, Fishmongers Hall
  49. 49. And this lady can change everything The Brazilian government has announced the purchase of digital content by 2013 PA International Conference 2011 15th December, Fishmongers Hall
  50. 50. But gringos seize the future now PA International Conference 2011 15th December, Fishmongers Hall
  51. 51. What about Print On Demand? PA International Conference 2011 15th December, Fishmongers Hall
  52. 52. POD is now an option in Brazil PA International Conference 2011 15th December, Fishmongers Hall
  53. 53. Global Connect Complements the Lightning Source print & distribution services by establishing alliances with partners around the world. Sales growth as a result of “always available” titles Add titles previously not offered Eliminates shipping costs Possible front list solution Talk to David Taylor PA International Conference 2011 15th December, Fishmongers Hall
  54. 54. Singular highlights Founded in 2010 as the digital distribution division of Ediouro Group. Operational digital printing plant producing 60,000 books per month. First Lightning Source books to be printed in Brazil next semester. It will shorten fullfilment time for English titles from 6 weeks to 5 days. PA International Conference 2011 15th December, Fishmongers Hall
  55. 55. So Brazil has a huge potential for a fruitful publishing future, and, as the Hawaiian bloke said, “it is time to seize it”. PA International Conference 2011 15th December, Fishmongers Hall
  56. 56. What?!?!? You don’t subscribe to PublishNews Brazil yet? www.publishnewsbrazil.com Questions?We have Brazilian gifts for the inquirers. Carlo Carrenho Founder of PublishNews | CEO of Singular Digital carrenho@gmail.com @carrenho PA International Conference 2011 15th December, Fishmongers Hall

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