Brazil's dailies report a 2 percent circulation growth

Posted by Clara Martínez Turco on July 29, 2010 at 3:30 PM

Brazilian newspapers increased their circulation in the first six months of 2010 to a daily average of 4.3 million copies, which represents a growth of 2 percent when compared with last year, according to the monitory agency IVC, EFE reported yesterday.

These results are good news for an industry that in 2009, after five years of solid growth, saw a circulation decline of 3.46 percent due to the economic crisis, Prnoticias.com noted.

However, IVC President Pedro Martins Silva said the growth could have been steeper if had not been for a decline in June's newspapers sales, the lowest since January 2008.

According to O Globo, Martins Silva attributed the sales decline to the results of the World Cup in South Africa. "A similar behavior was perceived in June 2006 [during Germany's World Coup], which brings up the hypothesis that the World Cup generated this change in the consumers' behavior," he said.