44 | Magazine World | Q4 2008 www.fipp.com
association profile
aner (brazil)
Building
The Brazilian association of magazine publishers (ANER)
is passionate about its role as a bridge between publishers
– both in domestic and global markets. As well as boasting
an informative website, putting on events is one of ANER’s
specialities. Maria Célia Furtado describes the many activities
of the vibrant association.
Magazine World (MW) How long has ANER been media plan using both magazines and television considerably
operating? How long have you worked there? increases campaign recognition, brand linkage and purchase
Maria Celia Furtado (MCF) ANER was established in intent. This study demolishes the theory that magazines are
1986, which is when I started working there. I was promoted only a complementary media, and focusing on television is
to executive director in 2001. enough to ensure campaign success. Actually, cross-media
campaigns (magazines and TV) are much more efficient.
MW How has ANER grown and developed? Always encouraging education, ANER promotes cultural
MCF The goal of ANER has always been to promote and and social projects to build a better future. In this category,
defend the common interests of magazine media throughout one of the highlights is the project ‘Give your Magazines to
Brazil, both editorially and commercially. ANER was founded Schools’ (also available on www.aner.org.br). This project
with the support of nine members. Today, it represents over promotes publishers to donate magazines to Brazilian
70 publishing houses, which account for 95 per cent of the schools, with the aim of encouraging students to use
national market and whose output produces 450 million magazines as a learning support.
magazines every year.
MW You also run events, don't you?
MW How are you supporting your members? MCF Yes, in 2006, ANER was chosen to host the third FIPP
MCF ANER defends the magazine industry by operating Ibero-Latin-American Magazine Conference. ANER worked
closely with Government, business organisations and with FIPP to organise the event, which was held in São
trade unions. It promotes magazines to consumers and Paulo. There were three days of activities with national and
advertisers through a variety of communication and international speakers, debates on the future of magazines
marketing resources. It also represents publishers’ and business meetings. It was also a great opportunity to
interests in relation to circulation audits, licenses and digital exchange ideas and share experiences with more than 300
content research. ANER members also have access to legal delegates.
counselling, training, workshops, lectures, market analysis
and subscription support.
"Magazines are promoting
MW What campaigns/initiatives have you recently
undertaken?
more seminars, lectures,
MCF One of ANER’s most relevant initiatives was to
forums and big conferences to
publicise a recent study (available on www.aner.org.br),
commissioned by publishing company Abril and conducted
generate news, networking and
by research body Ipsos Marplan. The study shows that a
to interact with readers."
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57