36 | Magazine World | Q4 2008 www.fipp.com
DESTINATION
argentina
s
Rise
h
and
ine
Argentina has emerged from its 2001 economic crisis with an annual economic
growth average of eight per cent and an expanding publishing industry. With
its roots in a culture steeped in learning and creativity, the magazine industry is
on fertile ground, writes Enrique Micheli.
W
ith international credit withdrawn, a During the nineteenth century, Argentina countries. This was supported by a creative
currency devalued by 200 per cent grew on the foundation of three basic and resourceful publishing industry, boasting
and unfavourable forecasts from elements: the generosity of the soil; large an effective graphic industry and a distribution
international analysts, the future looked numbers of European immigrants (80 per cent system comparable with the best in the world.
bleak for Argentina in 2002. This South of the population has at least one ancestor The latter was able to place magazines in less
American giant, spanning 2.8 million square of that origin) and a powerful plan of free and than 48 hours in over 15,000 selling points
kilometres and inhabited by more than 40 compulsory public education. spread across the entire distribution network
million people, was on its knees. However, the of the country.
mythical fertility of the Argentine plains – ‘the The golden years After the financial breakdown at the start
world’s barn’ – once again rescued the country. That educational plan, carried out by of this century, Argentine magazine publishing
Within a few years, the country was enjoying a prestigious net of high schools and free houses started their recovery. They offered
extraordinary harvests of soybeans, corn and universities, favoured the growth of a strong many new publications, as consumer demand
wheat, boosting already impressive volumes. domestic publishing industry at the began to return.
In the political arena, after decades of start of the twentieth century. It was an
alternative civilian and military governments, industry that catered for customers who AAER to the rescue
the country of ‘tango and good meat’, considered reading and being informed as Supporting the industry through the recovery
has achieved 25 years of uninterrupted a means to social improvement as well as process was the Asociación Argentina de
democracy. This republican track would gaining knowledge. Editores de Revistas (AAER), an institution
appear to have produced the necessary Today, there are still several publishing that has been part of the fabric of the industry
stability for the organisation and distribution houses, newspapers and magazines that for 60 years. As well as uniting the industry, it
of the country’s vast resources. have their origin in those ‘golden years’ of the provides important market analysis and
During the last 10 years, a large number Argentine publishing industry. a supportive bridge to the authorities,
of multinational companies established Until the financial crisis of 2002, Argentina trade unions, taxation, distribution and
subsidiaries in the country. They appreciated led the demand for newspapers and sales regulators.
the possibilities of growth and qualitative magazines in Latin America. For decades, Today, under the strong and creative
demand of a population that still enjoys one of the number of periodical publications and leadership of president Santiago Mendive,
the highest per capita incomes in Latin America. books exceeded that of some European AAER promotes actions that are essential in
an era of consolidation. It encourages reading
GOING UP and uses its free flagship title RE to do this, in
>> Magazines experienced circulation growth titles, usually from Spain.
conjunction with the Ministry of Education.
of 9.8 per cent during 2007. The forecast for >> The average price of a magazine is US$2.40
Digital publishing is encouraged in
2008 (to be confi rmed) is growth of about 5 per (June 2008).
Argentina, with local publishing houses urged
cent (120 million issues). >> The present rate of gross dissemination of
to use their cultural and niche knowledge to
>> The supply of published titles is still magazines in Argentina is 3.1 magazines per
advance in this area. In general, publishing
growing at an estimated rate of 4-5 per cent inhabitant per year.
companies have tried to combine print and
for 2008 and for 2009. >> The most popular magazines are news
digital. AAER, through its site learevistas.com,
>> Today, 1,500 local titles are published, (33.2 per cent), woman and home (17.2 per
is providing support.
together with a varied number of imported cent) and sports and leisure (14.7 per cent).
Enrique Micheli is executive director of AAER
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