Thomas Nelson Enters Brazilian Market

I am pleased to announce the official launch of “Thomas Nelson Brasil.” (“Brasil” is the Brazilian spelling.) This is the first phase in our global expansion initiative. We have also opened offices in Beijing and Mexico City, which will both launch their first titles later this year.

Thomas Nelson Brasil Staff

The Thomas Nelson Brasil staff, from left to right, Judith de Almeida, Eduardo Cavalcante, and Carlo Carrenho (Publisher), all holding copies of a newly published book by Donald Miller.

As you may know, Brazil is a vast country. It is the size of the continental U.S. with a population of 180 million people. Portuguese is the spoken language. Interestingly, because of Brazil’s large population, more people in South America speak Portuguese than Spanish. Brazil is also the only country in the world to have won the Football (Soccer) World Cup five times.

According to the official census, more than 30 million Brazilians are evangelical Christians. This number is growing at the rate of 5—6% per year. Brazil has the third largest evangelical population in the world, behind the U.S. and China.

Although there are more than fifty Christian publishers in Brazil, none of them have a substantial presence in the general market. While we want to sell our books in the Christian market, we also want to reach the general market. The only viable way to do this was by partnering with a general market publisher. Tod Shuttleworth, our Senior Vice President of Global Publishing, began an exhaustive review of prospective partners. Tod made several trips to Brazil. Tami Heim, Executive Vice President and Chief Publishing Officer, and Tom Harris, Vice President of Analysis also accompanied him.

After meeting with 20 general market and Christian publishers, we determined that Ediouro Publicações, one of Brazil’s leading book and magazine publishers, was our first choice. We were all impressed with their vision, distribution breadth, professionalism, and respect for our mission and values.

I personally visited Brazil last July, along with my wife and two of my daughters. I wanted to see this important market first-hand and spend time with Ediouro’s principals. I traveled to Ediouro’s corporate offices in Rio de Janiero to meet with Jorge Carneiro, Chief Executive Officer; Luiz Fernando Pedroso, Chief Operating Officer; and Carlo Carrenho, Publisher, Thomas Nelson Brasil.

I had met Jorge and Luiz in Nashville a few months before, but I wanted to get better acquainted. We had a wonderful time in Rio. We enjoyed a dinner together at Jorge’s sister’s home. The next morning, we took a tour of their offices. They made us feel very welcome and their enthusiasm was contagious. They felt like “family.” I am very proud to be associated with such gracious and caring professionals.

Carlo and his team have been working hard since last summer to get Thomas Nelson Brasil up and running. They plan to publish approximately forty-eight titles this year. Most of these will come from our roster of U.S. authors. However, they will also publish some Brazilian authors as well. In fact, we are hoping to publish several Brazilian authors in the U.S. We already have Dr. Augusto Cury, one of Brazil’s most famous authors, under contract and will be introducing him to the U.S. market in early 2008.

This month we are shipping our first books in Brazil. These include titles by Max Lucado, John Maxwell, Charles Stanley, Donald Miller, Don Colbert, Brian McLaren, and Hugh Hewitt. This week, we hosted launch events in São Paulo (18 million people) and Rio de Janeiro (12 million people) with major retailers and Brazilian media. We are running ads in all the major Brazilian newspapers and magazines as well as spots on the major radio stations. We even have an official Thomas Nelson Brasil Web site.

I am very excited about this venture. It is a giant step toward fulfilling our vision to see our books on every shelf, in every bookstore, in every part of the world.

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  • Bonnie Calhoun

    That is so very exciting! To God be the glory! You are helping to spread the gospel around the world.

    Those were great and interesting facts about Brazil.

    Next stop…China :-)

  • connor Mccullough

    is that prayer and the art of VW maintenance? i really liked that book… its cool that your now reaching brazil…

  • Whaner Endo

    Dear mr. Hyatt,
    As a publisher of W4 Editora, a small brazilian publishing house and executive-director of Brazilian Association of Christian Publisher I wellcome TNB.
    Carlo Carrenho and Judith Almeida are very close friends and a high level executives of the brazilian christian publishing market, so I’m sure the venture had a very good start.
    I was at the lauch of TNB and very pleased by the first books released.
    God bless TNB and the role God is giving to you guys!

  • Isa Kramer

    Hi I read the material about Brazil. I am originally from Sao Paulo. I live here in Franklin for almost 3 years now. I have done a lot of translation in the past. Recently I did a work for Worldly Voices. A Company in Nashville. I also did legal translation. I am an attorney in Brazil. I translated books and I worked for Compassion for many years when I lived in Brazil among others jobs. I’d like to see if guys need any translation. I am looking for a part time job. Anyways it’s good to know that we have such good material going down to Brazil.


  • Caly Ferreira

    I'm very exited as the Director of the Portuguese Outreach International. That now we have some of the world's leading Christian writters publish the Word in Portuguese. Michael you doing a great job, keep it up. ALL BLESSINGS TO YOU AND YOUR TEAM.

  • Caly Ferreira

    TO KNOW MORE ABOUT THE PORTUGUESE OUTREACH INTERNATIONAL MINISTRY Visit: – There are over 40 Million Portuguese speaking people in Southern Africa. To know more about our ministry you may visit