Decline in readership in Brazil challenges publishing market.

247 - The habit of reading has been declining in Brazil, revealing a growing challenge for the publishing market. According to the 2024 edition of the "Portraits of Reading" survey, recently released, the country has lost 6,7 million readers since 2020. The survey shows that 53% of respondents did not read even part of a book in the three months prior to the survey, whether printed or digital, including textbooks and religious texts. This information comes from the Sebrae News Agency. 

According to experts, the scenario reflects not only competition with new forms of entertainment, but also the need for innovative strategies to encourage reading and strengthen the publishing sector. "Changes need to happen," warns Nathalia Azevedo, Creative Economy project analyst at Sebrae/RJ. The crisis in the sector has been dragging on for years, with publishers registering a real drop of 43% in revenue since 2006.

Seeking alternatives to reverse this situation, Sebrae/RJ created the Publishing Market and Creative Literature project, which since 2023 has supported more than 150 small publishers in the state. The initiative aims to facilitate market access and increase the revenue of independent publishers, promoting strategic actions to connect writers, editors, and readers.

One of the beneficiaries of the project was Maria Ines Machado, co-founder of Perguntar Editora, a publishing house specializing in children's and young adult literature. For her, valuing bibliodiversity and market segmentation are ways to strengthen independent publishers. “Today there is a lot of talk about bibliodiversity; different publishing projects are sought. One can opt for niche publications – which is the profile of many small publishers. It's about establishing an editorial identity, finding your place of expression, your audience, and ways to reach your target reader,” she states.

In addition to strategic support, Sebrae/RJ also offers space for small publishers to participate in industry events, such as the Primavera do Livro (Spring of the Book) and the Paraty Literary Fair. According to Maria Ines, this connection with other professionals is essential for the growth of independent publishers. “Knowing and engaging with other small publishers brings insights, matures our ideas, and fosters camaraderie. The professionals at Sebrae, with whom we interact in these processes, are all incredibly helpful. Sebrae is an amazing partner for all of us small publishers,” she emphasizes.

Faced with the challenges posed by new reader behavior, reinventing the sector becomes urgent. Nathalia Azevedo lists some essential strategies for publishers who want to stand out in the market: diversification of content, accessibility, strengthening the relationship with the end consumer, investment in digital formats, and participation in industry events.