Mature markets are in decline and global growth will come from developing markets and growing middle classes, said Jonathan Nowell, president of Nielsen Book at the Digital Book World conference in New York today.
In his talk, Nowell spoke about the opportunity for publishers to sell books in Brazil. The country has the sixth largest economy in the world and a $1.2 billion publishing business. Brazilians are rapidly learning how to speak English and they are focusing on literacy rights. This is supported by a burgeoning middle class, and a strong government investment in supporting reading. There is also a strong desire to self-educate in the country.
Brazilians are big on books about religion. Last year, 5 of top ten titles sold in the country were religious. However Dan Brown and EL James also made the top 10, reflecting the juxtaposition of erotica and religion in Brazil.