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Folha Leading the Pack in Digital Subscriptions

06/30/2015 - 10h38

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FROM SÃO PAULO

Three years after launching its paywall, Folha has more than a fifth of digital subscriptions of all Brazilian newspapers.

The newspaper had a daily average of 145,552 digital subscribers in May, according to the most recent data from the Communication Verification Institute (IVC, in its Portuguese abbreviation).

Folha leads IVC's digital ranking. In second place is the Rio de Janeiro based newspaper "O Globo", with 117,737 digital subscribers, followed by "O Estado de S. Paulo", with 81,686.

This gives Folha a lead of 24% on "O Globo" and 78% on "O Estado de S. Paulo".

Folha was the first newspaper to charge for digital content in Brazil, implementing a porous paywall on June 21 2012. Others have since brought in similar systems.

Readers of Folha online have free access to up to 20 articles a month. Before reaching this limit, and depending on the type of content accessed, users may be asked to register (which they can also do via social networks).

The model managed to capture digital subscribers whilst maintaining its audience. In May, 277 million pages were viewed, by 29.8 million separate visitors, according to Adobe Analytics, the tool Folha uses to measure its audience.

According to the ICV, 43.1% of Folha's circulation is now digital, the largest proportion amongst Brazil's five leading newspapers. The digital version of Folha alone receives enough visitors to see it ranked in eighth place overall.

"The figures prove that the decision taken three years ago was correct," says Antonio Manuel Teixeira Mendes, director-superintendent of the company that edits Folha. "In Brazil, there is room for journalism on the paid digital market, just as there is for various other types of content."

According to IVC figures, there are currently 697,601 digital subscribers in total in Brazil.

Folha's market share of 20.8% is higher than that which the newspaper controls on the general market (printed circulation plus digital subscriptions).

According to the IVC, Folha accounts for 8.3% of all newspapers audited daily in Brazil.

Folha is also first place in the general ranking, with 337,750 printed copies and digital subscriptions in April. This is an 8% advantage over "O Globo", and a 36% advantage over "O Estado de S. Paulo".

Translated by TOM GATEHOUSE

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