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Borda d’Água

An annual calendar that is a bestseller in Portugal, with over 330.000 issues sold in 2009, the year of its 80th anniversary. First published in 1929 by Minerva in Lisbon, the “Real Almanac Borda d’Água” is subtitled “useful hints for everybody”. Its 24 pages have tips regarding agriculture, predicting the harsh weather changes, announcing the phases of the moon, listing the holidays, popular festivals, fairs and markets, divulging ancient sayings and popular wisdom. The secret of its success could very well be its primitive and anachronic image, unexpected and fun (with the man wearing a top hat on the cover and the red horseshoe) – its authentic trademark.