Expectations are running high that more foreign publishers will begin doing business in Brazil — especially after Penguin acquired 45% of Companhia das Letras in December last year. Following suit, April started with Wiley announcing the launch of operations in the country and will open an office in Sao Paolo.
In a statement to employees and business partners in the beginning of April, the company said the office will serve as the “platform from which we aim to execute Wiley’s strategies for Brazil and grow our penetration of this key high-growth market.” In a subsequent press release Wiley said it will focus on bringing the best content to Brazil in “research areas, education and personal development, as well as taking the best of the Brazilian production to a global audience.” According to a statement by Philip Kisray, vice-president of international development, Wiley will develop “digital first” content, as well as services and learning resources specifically for the Brazilian market.
The company didn’t reveal details of its strategy yet, and is expected to offer more information this month on which products and services it will promote in the country. According to a reliable source in Brazil familiar with the company’s plans, Wiley will compete more directly with Elsevier, and one of its first objectives will be to sell journals digitally to universities and to CAPES, the governmental agency for post-graduate studies which provides researchers with digital access to more than 30,000 journals.
Wiley hired Hegel Braga to lead Brazilian operations as its business and market development director. Braga has worked for IBM, Sony Music and at publishing house Ediouro. He left a position as a marketing director at 20th Century Fox Home Entertainment to move to Wiley and will be reporting to Kisray. According to Wiley, Braga will be responsible for revenue growth across all channels and programs.