Unlike their counterparts in Europe and the United States, Brazilians are reading newspapers more than ever. According to the Instituto Verificador de Circulacao, the country's equivalent of the Audit Bureau of Circulations, total circulation of newspapers grew 12 percent in 2007 - much higher than the worldwide average of a 2.7 percent increase.

Even in 2008, although the economy was down, newspaper sales still rose 5 percent to 4.35 million in daily circulation, MediaGuardian reported.
"There's a new, emerging group in Brazil with much more consumption power than in the past and a great deal of pent-up demand," according to Marcelo Salomon, the chief Brazilian economist at Barclays Capital in Sao Paulo. He said that the brief recession in the country was over by the second quarter of 2009.

Since 2001, newspapers have had its advertising revenue up every year. One notable example is Super Noticia, from the south-eastern state of Minas Gerais, which has its sales boosted more than double within two years, and become the country's third biggest paper.

In August, the Financial Times reported tabloids in Brazil were seeing the greatest growth in the newspaper sector.