MEDIA OWNER PROFILE: GLOBO GLOBO HISTORY
Editora Globo, part of the Globo Group, (the largest conglomerate of media companies in Latin America) was founded as Rio Gráfica in Rio de Janeiro in 1952. It was the third company to be created in the Globo Group, after Jornal O Globo (formerly named A Noite) and Rádio Globo. TV Globo, the biggest company in the group, was created in 1965. Cinderela, Cinelândia, Meia Noite and Radiolândia were the first women’s magazines published in Brazil. In 1986, Rio Gráfica acquired Editora Globo, a publishing company from Porto Alegre, not related to the Globo Group until then, absorbing its vast books collection.
How is digital contributing to revenues and growth? In 2010, we started exploring the tablet landscape. ÉPOCA was the first weekly magazine with iPad content, followed by Autoesporte. In 2011, we launched our first 100 per cent digital product, Mundo do Sitio, a mix of social network and the virtual world for kids. One year later came our second digital product, the website Meus 5 Minutos, an aggregator of content for women. In 2012, we launched tablet versions for our whole portfolio, available on Google Play and Apple’s Newsstand. Last year, ÉPOCA, Autoesporte and Marie Claire were the first Brazilian magazines with smart phone editions. Through the last decade, we’ve built strong,
relevant, high quality websites for all our brands, releasing content seven days a week. We recently reached 13 million single visits and 215 million page views, according to ComScore (which measures digital audience). Tablet replica editions are around 5 per cent of our circulation and the whole digital operation has a 14 per cent slice of our advertising revenue. Ten years ago, it was zero.
What other revenue streams are you tapping into with your brands? We stage over 40 events every year. They can be seminars with fashion trendsetters for Marie Claire or big award ceremonies like Best in Agrobusiness (Globo Rural), Franchising (PEGN), Car of the Year (Autoesporte) and Man of the Year (GQ). We also have events to release rankings and guides like Great Place to Work and Reclame Aqui (Época). The advertisers can engage with our audiences throughout these events and get brand exposure later through the editorial coverage.
What other strategies do you have for growth and expansion? We have been concentrating on audience profiles. To do this, we have been investing in systems that help us organise and store this information. Based on this data, we will be able to deliver content that is more relevant and, at the same time, offer media solutions. Based on the mapping of those profiles we can offer richer opportunities to advertisers.
What are your best performers? Our titles reach many segments and are performing well in each one of them, either through advertising in the form of single pages, projects on websites or at special events that connect the audience with advertisers. The key is to deliver high quality content for an audience that really cares about the subjects we cover.
What is Globo’s core philosophy? Our mission, written on our walls, “is to create and disseminate independent journalism that anticipates transformations in our society and connects every person with their time.”
Where do you see the company in five years? People’s habits and business models are changing. We will keep creating different content, offering the best and most creative products, and meeting the needs of our audiences. Our concern is not only for the next five years, but for twenty years from now.
LAUNCH AND BUSINESS TIMELINE
1952 – Rio Gráfica begins as a periodicals and comics company. Cinderela, Cinelândia, Meia Noite and Radiolândia the first titles for women in Brazil.
1975 – Rio Gráfica starts publishing the titles of Marvel Comics.
1977 – Rio Gráfica releases publications for children, reprinting Monteiro Lobato’s stories.
1985 – Globo Rural, an extension of TV show.
1986 – Editora Globo bought.
1987– A Turma da Mônica most popular comic ever created in Brazil, peaking at over 2 million sales per month.
1988 – Pequenas Empresas & Grandes Negócios, TV extension of
Brazilian entrepreneurship show.
1989– Criativa (fashion to culture) plus Destino for esoteric enthusiasts.
1991- Globo Ciência (science and technology), renamed Galileu in 1998. Marie Claire the first international title from Editora Globo.
1993 – Crescer (pregnancy to birth, child health and development).
1994 – Net TV (TV listings). Reconceived in 2003 as Monet (family-oriented pop culture).
1997 – Globo sells 70 million periodical copies a year.
1998 – Casa e Jardim and Autoesporte bought. Época launched.
2000 – Quem-Acontece (celebrities).
2001 – Unidade de Negócios de Livros e Publicações created (literary works), with several titles reprinted.
2007 – Época Negócios (corporate).
2008 – Época São Paulo (city guides). Licensed to use children’s characters from TV Cultura and TV Rá-Tim-Bum.
2009 – Casa e Comida (gastronomy and decoration).
2010 – Época the first weekly information title on the iPad. – First interactive Brazilian tablet book – A Menina Do Narizinho Arrebitado. – Partnership with Condé Nast.
2011 – Burst of app titles. – GQ in Brazil from Edições Globo Condé Nast. – Meus 5 Minutos website, a women’s content aggregator. – Globo Livros partners with Lonely Planet, publishing over 500 guides.
2012 – Edições Globo Condé Nast joint-venture launches Glamour, replaceing Criativa.
– All EG and EGCN titles available for tablets, including new title Casa e Comida.
2013 – Época, Marie Claire and Autoesporte the first Brazilian magazines on the smartphone.
2014 – Glamour on the iPhone.
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