Nach Angaben des Instituts für Öffentliche Meinung und Statistik (IBOPE) lesen Brasilianer 4,7 Bücher pro Jahr und kaufen alle zwölf Monate 1,2 Bücher. Kinderbuchverlegerin Miriam Gabbai (Callis Editora) fordert deshalb: „Wir müssen mehr Leser erreichen, auch in den besser gebildeten Schichten der Bevölkerung.“ Eine Lösung sieht Gabbai, die bei THE MARKETS sprechen wird, im Ausbau der Vertriebsstrukturen. So gäbe es im Land lediglich 3.095 Buchhandlungen. Selbst die 12 Millionen Einwohner im Stadtgebiet São Paulo müssen mit 335 Sortimenten auskommen, das entspricht einer Buchhandlung für rund 36.000 Einwohner. Die UNESCO empfiehlt ein Verhältnis von 1 zu 10.000.
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