Paulista newspaper has changed the way of auditing his sales and data refer to September 2024, available; In 11 traditional vehicles, the digital reader portfolio is 1.969 million
Survey Poder360 With data from the (Communication Check Institute) and the show that of 11 newspapers in digital, 8 registered high in the number of subscribers in 2024. The advance, however, was pulled by STATE OF S. PAULOwhich claims to have won 196,113 subscribers last year. It would have passed from 193,353 (according to the IVC) in 2023 to 389,466 in 2024 (according to PWC). Fired 101.4%.
A Sheetwhich leads the list of digital subscribers, also no longer had the data audited by the IVC and hired PWC. However, it was a shy rise: it was from 755,547 to 813,115 – 7.6% (+57,568, in absolute numbers).
There is a caveat about these data: they refer to September (Estadão) and June (Sheet). O Poder360 It did not have access to detailed information on how the audit of these publications is carried out.
Added, the 11 selected newspapers reached 1,968,698 subscribers in 2024 – 18.3% of 18.3% compared to 1,663,837 December 2023. Of the total, only 3 recorded reduction: The time (MG), Extra (Rio) and The popular (Goiás).
A Sheetaudited by PWC, leads the ranking digital circulation, with 813,115 paid readers. Estadão, The globe e Valor They then come, with 389.5 thousand, 362.1 thousand and 127.6 thousand, respectively. Lastly, the Zero hour (RS), com 125 mil.
Despite the advance, it is important to note that Brazil has of inhabitants. The 11 most traditional newspapers together total 1,968,698 digital subscribers. This is equivalent to only 0.93% of the population.
In addition, from 2023 the IVC a methodological change in accounting: allowed newspapers to consider subscribers who pays at least R $ 1.90. Before, the rule was different: it would only be worth if the signature were 10% of the total price it would cost to buy, for 30 days, the vehicle in bank.
Thus, the main daily Brazilian vehicles turbocharged their subscriber portfolios, especially the online versions-in the graphic above, there is a significant elevation of the subscribers of Paulistano S.Paulo Folha. In practice, these subscribers of microstures already existed. But from 2023, they were disclosed and there was an impression of growth – algo that, in practice, did not occur.
METHODOLOGY
The IVC audits companies, independently, which meet the procedures specified in the Institute. To audit the print, use the circulation metrics of the publications. In digital, it considers printed and electronic documents that prove the existence of the edition, as well as registration data of subscribers. The entity is maintained by monthly fees paid by associated companies.
No case from pwc, or Poder360 did not have access to detailed information on how the audit is carried out in the Estadão by Sheet. Nor is there information about the accelerated growth of Estadão Both in the print and digital version.
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