market focus: brazilian opportunities for publishers
DESCRIPTION
This presentation will focus on the last developments of the Brazilian society, economy and education, showing the great opportunities Brazil has to offer. Numbers from the Brazilian publishing market will be shared, as well as specifics of the book market in Brazil. The goal is to bring the public to a full understanding of the Brazilian book industry's characteristics, size and opportunities.TRANSCRIPT
734 publishing houses
Of these, 498 launched at least 5 :tles and printed at least 5,000 copies per year (Unesco Standard)
2,980 bookshops
75% in the Southeastern and Southern regions of the country
South 19%
North 3%
Central West 6%
Northeast 12%
Southeast 56%
D.F. 4%
CBL is an en:ty that represents the interests of the publishing industry:
• Publishers • Distributors • Booksellers • Retail bookstores
Founded in 1946, represents over 650 members from all over Brazil
1,180 authors, 18 international ones
1,829 book releases
12,010 people participated in cultural activities in the main pillars
Investment: US$ 15.760 million
Public: 753.866 visitors
Total area: 60,000 m2 - 480 exhibitors
Each visitor bought 5.2 books
And spent on average US$ 47,08
54 years recognizing the best talent in Brazilian literature
2,242 par:cipa:ng :tles in 2012
A PARTNERSHIP OF THE CBL & APEX-‐BRASIL
STRATEGIC PLANNING
MARKET INTELLIGENCE
TEACHING PUBLISHERS HOW TO SELL RIGHTS
Frankfurt Bologna Paris Cook Book Guadalajara ALA – American Library
Associa:on
Bogotá Buenos Aires
Brazilians are reading more. The number of copies sold in 2011 increased 9.8% (market sales) and 13.7% (total market sales + sales to the government)
The Brazilian publishing industry grew by 7,36% in 2011
The average sales price dropped by 0,1% (market & government)
Level A (turnover less than R$ 1 million) Level B (turnover from R$1 million to R$10 million)
Level C (turnover from R$10 million to R$50 million)
Level D (turnover over R$ 50 millon)
58
29
75 17
Source: III Profiles of Reading in Brazil
US$ 1.9 billion
Market Size ‒ 2010 Survey Market Size ‒ 2011 Survey
US$ 1.6 billion
Source: III Profiles of Reading in Brazil
US$ 2.1 billion
US$ 2.3 billion
Market Size ‒ 2010 Survey Market Size ‒ 2011 Survey
Source: III Profiles of Reading in Brazil
Program Responsible En:ty Quan:ty
PNLD
Na6onal Program for Textbooks (elementary and
high school)
Federal Government Ministry of Educa6on
170 million copies
PNBE
Na6onal Program for School Libraries
Federal Government Ministry of Educa6on 10 million reading copies
Programa Minha Biblioteca “My Personal Librarie
Program” City of São Paulo 1 million books of children's literature each year since
2007
Source: FIPE 2011
Turnover (US$) Copies
Market 1,698,806,016.00 283,984,382
Government 564,110,080.00 185,484,459
TOTAL 2,262,916,096.00 469,468,841
Source: FIPE 2011
Source: FIPE 2011
351.000 340.000 401.000
492.000 499.000
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
1.800.000
2.000.000
2007 2008 2009 2010 2011
copies produced
Invoicing
1.0
1.3
1.6
1.9
1.3
Produc:on Titles Copies
1st Edi6ons 20.406 90.112.709
Reprints 37.787 409.683.579
Total 58.193 499.796.288
Source: FIPE 2011
Subsector Titles Copies
Textbooks 14.812 258.590.064
General Works 23.248 107.922.142
Religious 8.156 96.682.262
STM 11.976 36.601.820
TOTAL 58.192 499.796.288
Source: FIPE 2011
Source: FIPE 2011
204.773.214
232.501.090
350.864.258 362.172.735
439.296.830
478.601.816 493.209.888
530.743.421 543.025.065
585.735.502
134.553.645 158.228.275
196.527.996
243.498.626 228.908.443
308.462.355 316.359.372
523.366.187 500.646.124
445.199.955
0
100.000.000
200.000.000
300.000.000
400.000.000
500.000.000
600.000.000
700.000.000
2007 2008 2009 2010 2011
CTP
Textbooks
Religious
General Works
Channels Copies %
Bookshops 127.503.157 44,9
Distributors 66.759.729 23,5
Direct Sales (door-‐to-‐door) 25.757.384 9,1
Churches and Temples 11.444.572 4,0
Supermarkets 6.815.626 2,4
Kiosks/Newstands 6.276.056 2,2
Schools 3.776.993 1,3
1 .Sales made through bookshop websites are included in Bookshops.
This item refers to internet sales made directly by publishers through their own websites.
Channels Copies %
Companies 2.470.665 0,9
Internet (1) 1.334.728 0,5
Direct Marke6ng and Book Clubs 1.050.743 0,4
Special Sales with Newspapers 482.774 0,2
Private Libraries 204.627 0,1
Others 30.107.327 10,6
Total 283.984.382 100.00
4 books per person/year
Spain -‐ 10.3
Portugal -‐ 8.5
Chile -‐ 5.4
Argen:na -‐ 4.6 Brazil -‐ 4.0
Mexico -‐ 2.9 Colombia -‐ 2.2
(1,0)
1,0
3,0
5,0
7,0
9,0
11,0
13,0
15,0
0 1 2 3 4 5 6 7 8
Num
ber of boo
ks
Number of books read per year
Source: Statistics department of the CERLALC (Regional Center for Book Promotion for Latin America and the Caribbean).
26
66,5
71,9
0
10
20
30
40
50
60
70
80
2000 2007 2011 Source: III Profiles of Reading in Brazil
• 55% of the popula:on
was surveyed (95.6
million people)
• 6.9 million were
reading the
Bible
• They read at least 1
book in the 3
months preceding
the survey
• 1/3 said they
read frequently
• 81% read at least
1 book during the
current year • 47% read books
required by school
Source: III Profiles of Reading in Brazil
53
48 47 47
30
24 23
12 11
4 2
0
10
20
30
40
50
60
Magazine Newspapers Books required for school (30% academic;
17% literature)
Books Comic books Textbooks Text on the internet
Text at work Technical books
Digital books Audio books
In %
Source: III Profiles of Reading in Brazil
65
18
11 7 7 6 6 6 5 5 3 2 4
0
10
20
30
40
50
60
70
In %
Source: III Profiles of Reading in Brazil
52% 48%
Non-students
49% 51%
Students
In %
Have heard of
Never heard of, but would like to know more about
Never heard of
30 % 45%
25%
Source: III Profiles of Reading in Brazil
52%
17%
7%
7%
17%
In %
Printed books will never disappear (they will con:nue to be published)
Printed books will con:nue but in smaller edi:ons / number of copies)
Printed books will no longer be published, it is a ques:on of :me
Digital books will always be for a few interested people
No response
CBL-camaradolivro
@cbl_oficial