Our government ignores the cultural area, denying it’s potential. Let us remember that the first action of the president-elect was to extinguish the Ministry of Culture (Ministério da Cultura, MinC. 1985 – 2019) and they also persecute laws that seek to support the cultural market. But, as a matter of fact, markets with huge power in the cultural area are extremely important to the economy in all countries. The audiovisual market in Brazil, for example, has a GDP bigger than the pharmaceutical and the automobile one.
When we talk about books in our country, we use to remember some quotes like “nobody reads in Brazil”. But that is not exactly true.
The invoicing of the book Market in Brazil was one hundred and ninety-seven million eight hundred thousand reais, only in the last december. And I have a question: did you know that the brazilian book Market is one of the biggest in the world?
As first short example, the “Companhia das Letras”, which is the biggest book company in our country, cofunded by the Professor Lilia Schwarcz, PhD in Antropology and winner of the Guggenheim Fellowship, sold more then three million nine hundred fifty thousand copies of books only of the one entitled Beards of the Emperor, by Schwarcz. Let’s still talk about books, but also about boxes. Let’s talk about TAG. TAG literary experience it’s a book signing club that you receive a kit for month with one book, one magazine about the book context and a small gift. The objective is to have books with many diferente narrative types – from classics to comtemporaries ones.
The great experience with the digital world makes the company adapting quickly also in the pandemic times. For example, early in the pandemic, with prospect of delays in the delivery of the kits, TAG promoted a partnership with publishers to provide E-books versions of the titles that were being sent.
In addition to organize festivals such as the recente “Vibrant Pages of Latin America”, the brand keeps a Podcast and a virtual store with “literary products”. In addition, the brand lauched in late 2019 an App that today forms a literary community with more than 100 millions people who use the platform in order to record their readings and they can algo search for information about literature.
With the pandemic, in this country called “country of the football”, sports clubs like Flamengo have lost about 50% of theirs active members. The book club founded in 2014 in Porto Alegre, Brazil, have today more then 60 thousand paying subscribers all over the country. The brand have ending the last year 2020 with a grouth of 23% and a turnover of R$ 43 millions.
Although the cultural market is placed on the bench by the Brazilian government, we do consume cultural products. Final whistle: in fact, we read. And TAG knows it.