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4 Reasons Why Print Still Has Power in Brazil and Latam

Despite the challenges that print has faced in markets like the United States, the medium still provides strong reach in Latin America. Here’s why:

#1 Newspapers in Peru have grown in circulation by 50% over the past 4 years

This growth was reported by KPMG, which recently studied newspapers in Peru.

#2 Brazilian Newspapers Are Still Growing
According to the Instituto Verificador de Circulacao, Brazilian newspapers grew by 2.3% in circulation during the first 6 months of 2012 and 73% of Brazilians prefer to get their news from print media rather than online sources.

#3 Consumer magazine ad spend dropped in every region in 2009—EXCEPT in Latin America
PriceWaterhouseCooper reported these results in their Global Entertainment Media Outlook 2012-2016 study. Besides holding steady during challenging times, magazines in Latin America are projected to grow in ad spend over the next 4 years, projects PWC.

#4 Newspapers command strong shares of ad spend in several Latam markets
In 2011, newspapers and magazines commanded 36% of ad spend in Colombia, more than Internet (5%) and radio (20%), while free TV commanded 46%. In Chile in 2011, newspapers and magazines accounted for 28% of ad spend, second only to free TV (44.9%). In Argentina in 2011, newspapers and magazines accounted for 39.8% of ad spend, more than TV (37.4%) and any other medium, including radio (3.2%), Internet (6.1%), OOH (5%) and pay TV (7%). In Brazil in 2011, print media accounted for 18% of ad spend, #2 behind free TV, which took up 63% of ad spend.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

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