Regional Publishing International 56
LATIN AMERICA
Latin America generally presents newcomers with some regulatory headaches.
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Abril Group of Brazil announced on Oc- shows signs of increasing penetration of home ing. International players wanting to position
tober 11 the purchase of Fernando Chinaglia computer, internet access, broadband, pay their products and services in an innovative,
(Brazil’s second largest distribution com- TV, wireless communications and devices, relevant multiplatform strategy in the local
pany). Treelog S.A. Logística e Distribuição the perspective for international players in media distribution business, offering lead-
will be created to unify logistics and distribu- media distribution bodes well. In most re- ing-edge customer experiences and solutions
tion of Fernando Chinaglia and Dinap (Abril gional countries the 3 to 5 year horizon may enabling more advertisers in digital mediums,
Group’s distribution company and Brazil’s be a lot more appealing than it is today. are likely to succeed in these countries in the
largest). Both companies however will main- In this context, countries such as Brazil, near future. Whilst in absolute terms internet
tain independent administrative and com- Mexico and Argentina in which the tradi- advertising will still be lower (in 2010) than
mercial operations. The operation is subject tional media, such as newspapers, magazines, more traditional media such as newspapers
to final approval by local regulatory agencies. radio and TV, has already developed to a and magazines, the growth rates for internet
If Latin America sustains the economic growth mature status and profited from wide-range advertising far surpass those of the other two.
observed over the past three to four years, and penetration, a larger door seems to be open- Mass and niche publications, special edi-
tions, one-shots, spin-offs, face-to-face events,
CAGR Growth in publicity 2006 – 2010 Newspaper internet, mobile, TV/radio programs, pod-
CAGR Growth in publicity 2006 – 2010 Magazine casts, books, video-on-demand and dynamic,
CAGR Growth in publicity 2006 – 2010 Internet soundtracked, video-packed e-magazines,
among other potential initiatives and prom-
40%
ising emerging technologies, are just a few of
the opportunities that may raise eyebrows in
35%
Latin America.
In fact, user generated content, such as vid-
30%
eo, audio, photo sharing, blogs, wikis, pod-
casts and online bulletin boards are strategic
25%
alternatives that have already showed their
value for media companies in more developed
20%
countries. These will most definitely appear
as key strategic options in Latin America for
15%
newcomers willing to explore further engag-
ing possibilities, new to the local audience
10,%
and advertisers, as means of building more
value and revenues.
5%
Bruce GGP Glazier and Lavitor Matzembacker
0%
Chile Brazil Mexico
Collaborators:
Abril Group – Brazil: Derek Oedenkoven, Eric Watanabe, Mariana Oliveira, Ricardo Ono, Thaísa Travassos
Todalaprensa – Mexico: Marc Chassinat (Director General)
York Agency S.A. – Argentina: Hans Spies (President), Eduardo Fischer (Director)
AAU07_2722_Inhalt.indd 56U07_2722_Inhalt.indd 56 008.11.2007 13:51:46 Uhr8.11.2007 13:51:46 Uhr
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