Folha consolidates leadership in paid circulation – 08/24/2023 – Market

The IVC (Verifier of Communication Institute) changed the rules for calculating signatures in July. With the alteration, which in summary allows accounting of paying subscribers that already existed in the newspaper base, the Sheet consolidates its leadership in total paid circulation among national vehicles.

Under the rules in force since 2016, a digital subscription was only considered valid and added to the subscriber portfolio if its price represented at least 10% of the cover value of the printed newspaper sold at the newsstand.

In the case of Sheetfor example, buying the newspaper every day of a month in the city of São Paulo costs R$ 195. Thus, to be considered, a digital subscription needed to cost, in the month, R$ 19.50.

The lock prevented promotional subscriptions or negotiations below this level from being accounted for by the IVC. Now, the new minimum amount for a subscription to be valid is R$1.90, regardless of the price of the printed newspaper.

“A Sheet has always been recognized for the quality of its journalism and the ability to innovate to continue delivering a product of value to our subscribers. The numbers show an increasingly aware reader, interested in seeking relevant information in the content they consume”, says Anderson Demian, executive director of reader market and digital strategies.

First place in paid circulation was taken over in 1986 and maintained until April 2021 among prestigious newspapers, with the exception of a few specific months. In 2021, Globo unified Época magazine’s content, also migrating the subscriber base. With that, when considering the two vehicles, the newspaper from Rio de Janeiro surpassed the Sheet by a small margin.

In March of this year the Sheet had already regained leadership in digital signatures. Now, it consolidates its position as the largest newspaper in Brazil also in terms of total subscriptions.

THE NEW IVC DATA

In July, according to data released by the IVC under the new rule, the Sheet recorded 796 thousand paid daily copies in general. The second place went to Globo, with 381.7 thousand. Estado, considered the third newspaper with national circulation, totaled 243.4 thousand.

Leadership, again, reflects digital strength. The signatures of Sheet in this cut they reached 752 thousand. On Globo, there were 325.6 thousand digital subscribers, and, in the State, 185 thousand.

Readers and subscribers of Sheet have always led the newspaper to have a higher engagement with direct competitors. That is, each user reads many more pages, the so-called PVs/UV rate (pages seen per user), and spends much more time browsing the site, according to specialized companies that measure such metrics, such as Comscore.

---

Folha’s leadership in paid circulation

• Total circulation in July 2023, in paid copies:
  Payroll: 796,088
  O Globo: 381,779
  Status: 243,432

• Digital circulation in July 2023:
  Sheet: 752,019
  O Globo: 325,598
  Status: 185,106

• Print circulation in July 2023:
  Status: 58,326
  O Globo: 56,181
  Payroll: 44,069