WORLD PRESS TRENDS - World Association of Newspapers

BRAZIL
Commentary - Fernando Martins, Executive Director, ANJ
The circulation of Brazilian daily newspapers fell 10.4% in 2002.
This was the second consecutive year of decline – circulation
fell by 2.7% in 2001, interrupting the steady growth that daily
newspapers had enjoyed since 1996. In 2002 daily newspapers
had an average total circulation of 6.9 million, compared to 7.2
million in 1998.
The declines in circulation in 2001 and 2002 coincided with an
economic slowdown; GDP grew by only around 1.5% in both
years, far below the 4.5% growth Brazil achieved in 2000.
The ad market also declined in 2001, after growing in 2000, in
local currency terms at least. When measured in US dollars,
POPULATION
BRAZIL
Brazil’s ad market has been shrinking since 1998. Advertising
expenditure peaked at 1.08% of GDP in 1999, but by 2002 had
slipped back to 0.97%.
The Brazilian media won an extremely important victory in 2002,
when the Federal Congress altered article 222 of the Brazilian
constitution. This change allows legal entities to own journalistic
companies and radio broadcasters, and also allows foreign
companies to invest in them (up to 30% of voting rights). This
Congress decision will help broadcasters and publishers to
modernise, by raising capital to invest in technology and human
resources.
Population by age and sex
All individuals Male Female Households
000 000 % 000 % 000
0-9 31,683 16,022 19 15,660 18 42,022
10-14 16,665 8,442 10 8,223 9
15-19 17,421 8,747 11 8,674 10
20-34 42,201 20,438 25 21,764 25
35-44 23,485 11,350 14 12,135 14
45-54 16,793 7,966 10 8,827 10
55-64 10,572 4,938 6 5,634 6
65+ 10,540 4,549 6 5,991 7
Total 169,359 82,451 100 86,907 100
Source: PNAD - National Household Sample Survey 2001
Note: Excludes the rural population of the states of Amazonas, Acre, Rondônia,
Roraima, Pará and Amapá
Newspaper reach (%)
Daily
All adults 50
Men 52
Women 43
MHS 41
Source: Ipsos-Marplan Brasil
Pesquisas Ltda
MHS = Main Household Shopper
Literacy by age and sex
All individuals Male Female
% % %
5-9 58.0 56.2 59.9
10-14 95.8 94.7 96.9
15-19 96.8 96.1 97.5
20-24 94.7 93.1 96.2
25-29 93.2 91.7 94.6
30-39 91.0 89.5 92.4
40-49 87.8 87.5 88.0
50-59 79.9 81.1 78.8
60+ 66.0 68.7 63.9
Total 85.4 84.9 85.9
Source: PNAD - National Household Sample Survey 2001
Note: Excludes the rural population of the states of
Amazonas, Acre, Rondônia, Roraima, Pará and Amapá
Age structure of readership
% of % reach within
Age readership age group
0-14 7 32
15-24 26 50
25-34 23 51
35-44 20 50
45-64 22 47
65-69 2 41
Source: Ipsos-Marplan Brasil Pesquisas Ltda
(ANJ Data Base)
NUMBER OF TITLES AND CIRCULATION
Change (%)
1998 1999 2000 2001 2002 98/2002 2001/02
Number of titles
Total dailies 372 465 465 491 523 40.59 6.52
National dailies 5 5 - - - - -
Regional dailies 367 460 - - - - -
Non-dailies* 1,251 1,780 2,020 1,498 2,161 72.74 44.26
Circulation (000)
Total dailies 7,163 7,245 7,883 7,670 6,972 -2.67 -9.10
Source: ANJ Data Base/IVC (Instituto Verificador de Circulação), ABRE (Associação
Brasileira de Representantes de Veículos de Comunicação)
* includes paid-for and free titles
Titles
600
500
400
300
200
100
0
Number of daily titles and circulation
Titles
Circulation
8,000
7,800
7,600
7,400
7,200
7,000
6,800
6,600
6,400
1998 1999 2000 2001 2002
Circulation (000s)
64
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003