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MEDIA OWNER PROFILE: GLOBO On the ball


Editora Globo is working hard to make its market leading titles engage with readers and advertisers on all platforms. From big data to big events, the Brazilian publisher has it covered, explains company president and CEO Frederic Kachar.


How has Globo evolved? For the last eight years, our main effort has been to create a broad portfolio that covers all the relevant segments of the Brazilian market, enabling us to provide the best solutions for advertisers. We offer content on all platforms, and work closely with advertisers to bring them customised solutions – from single pages to events and special multichannel projects. With that in mind, we launched Época Negócios (business) and Época São Paulo (city magazine) and put together a joint-venture with Condé Nast in 2010. Edições Globo Condé Nast (EGCN) then became publishers of Vogue, Casa Vogue, GQ and Glamour in Brazil. Together EGCN and EG have 17 brands that


generate 3.2 million magazine copies per month. More than 9 million readers follow our print content. Today, we have 18 sites, generating 13 million unique users per month and 215 million page views. We also have 40 annual events, 25 applications and millions of downloads for tablets and smartphones.


What inroads have you made on the international market, and where are there growth opportunities? There are many untapped opportunities on the Brazilian market, so we are focusing on that. But at the same time, digital markets like Google Play and Apple’s Newsstand let us reach a Portuguese speaking audience anywhere in the world. It is still a small slice of our sales, but is clearly something to pay attention to.


What is the domestic market like? Brazil is facing the same challenges as the North American market: dipping newsstand sales and stagnant subscription numbers. The market experienced a 6.4 per cent drop in circulation – comparing the averages of 2013 and 2012 – according to IVC (our auditing bureau). The share of magazines in the advertising market dropped as well. At the same time, magazines were competing with new media. This highlighted the challenge


for publishers to convince advertisers that magazines are a great channel. That is why ANER (the National Association of Magazine Editors), of which I am the president, has been looking for best practices and strategies from other markets to be implemented here. For example, ANER has published a fact book about the sector’s many qualities and advantages, such as its efficiency and advertising reach.


Has the World Cup and Olympics had an impact on your business? In our market, the print business has not had much success with sports. Much of the advertising money goes to TV, linked to live events. For the last decade, we have been developing complementary projects. GQ shows how our readers can still look good wearing a soccer team’s t-shirt. For Pequenas Empresas & Grandes Negócios (PEGN), we explore the many business opportunities for entrepreneurs surrounding the World Cup.


» fipp.com issue 82_2014 | Magazine World |39


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