History of Folha de São Paulo. Brazilian Newspaper with a Guinness Record

Photo: Folha de São Paulo/Wikimedia Commons/folha.uol.com.br

Thirty-three years after the abolition of slavery, thirty-two years after the proclamation of the federal republic and the separation of church and state, and thirty years after the adoption of the constitution, Brazil was still dominated by landowners, with half of the population unable to read. The country was sparsely populated, except for the capital, Rio de Janeiro, and São Paulo was home to the leading newspaper. When, after World War I, the owners of O Estado de São Paulo discontinued their evening edition, two of its journalists - Olival Costa and Pedro Cunha - who disagreed with the decision, decided to launch their own newspaper.

Although the founders had a noble goal - they wanted a newspaper for the people - there were many obstacles to overcome, including printing. The ambitious journalists did not give up easily and proposed a collaboration with their former employers: printing and distributing their newspaper. Júlio de Mesquita Filho, then editor-in-chief of Estado, agreed and even wrote the first editorial for his new competitors.

Thus, on February 19, 1921, on a Saturday afternoon, São Paulo received a new newspaper: Folha da Noite (The Evening Sheet). The editorial office was located at Rua São Bento 66A, on the second floor. In addition to the two founders, it included former journalists from O Estado de São Paulo:

• Júlio de Mesquita Filho Jr.
• Leo Vaz
• Mariano Costa
• Antonio dos Santos Figueiredo
• Artêmio Figueiredo

The first issue had eight pages, three of which were advertisements, six tightly printed columns, and one photograph. The main topics of the day included the newspaper’s mission and objectives, the upcoming parliamentary elections, a report on a group advocating for social causes, and post-war claims.

An Evening Niche for Folha da Noite

Many newspapers at the time had abandoned evening editions, allowing Folha da Noite to quickly carve out its niche. Workers returning from their jobs wanted the latest news, and the newspaper delivered. The journalists focused on issues affecting the working class but also engaged in political agitation, supporting the Democratic Party and advocating for women`s rights and their role in society. A fashion column even made an appearance. The editors didn’t forget about humor, either - Costa was known for always having a joke on the tip of his tongue, which was reflected in his articles. Soon, political cartoons appeared as well.


Over the years, the newspaper grew and evolved. More pages were added as more topics emerged. Content was divided into sections and columns. Male readers looked for sports news in Vida Esportiva, women turned to Diversoes (Small Pleasures), and those in need of legal advice found support in the A Justica (Justice) column. Readership grew, and circulation increased.

However, the press of that era was heavily censored. Although Folha da Noite did not publish editorials or opinion pieces, its articles often carried a sharp tone. This led to a ban on its sale in December 1924. Since printing Folha da Noite was prohibited, the editors released Folha de Trade (The Trade Sheet), written by the same journalists and identical in layout except for the title. On January 1, 1925, Folha da Noite was allowed back on the market. The editorial team made minor adjustments, one of which was adding a humor section on the front page.

The year 1925 was financially successful for the publication, allowing it to move to a larger office at Rua do Carmo 7-A. This new location housed workshops, proofreading rooms, editorial offices, and administrative offices.

The success of Folha da Noite was so great that the editors decided to launch a second edition, this time in the morning. On July 1, 1925, the first issue of the sister newspaper Folha da Manhã (The Morning Sheet) was published.

Folha in the Morning and Juca Pato

The first edition of Folha da Manhã had 12 pages, six columns, a chess and literary section, as well as Parte Commercial (Trade Section), Vida Social (Social Life), and Esportes (Extensive Sports Coverage).

Both newspapers were characterized by a light style and simple language, quickly finding their readership. The evening edition remained focused on the working class, while the morning edition aimed at a broader audience. However, both maintained independence from the ruling party and adopted a flexible editorial line. This was no surprise, as both newspapers were produced by the same editorial team. The articles were written by the same journalists.

The newspaper adopted the principle of "monitoring the government." As part of this approach, various campaigns emerged. The most famous included:

• Defending the secrecy of voting
• Constructing workers` housing
• Securing the right to vacation leave
• Regulating child labor in factories
• Expanding the school system

Thus, from July 1925 onward, two editions of Folha coexisted in São Paulo’s media landscape, complementing each other. They were often referred to as Folha do Olival or simply Folha, as if they were a single newspaper… and in many ways, they were.

With the launch of Folha da Manhã, a new character was introduced: Juca Pato, a small, cartoonish man in a tuxedo and glasses, who critiqued daily economic and political issues. His motto was: “It could be worse.” He was created by cartoonist Benedito Carneiro Bastosa Barreto, known as Belmonte. Juca Pato, the ordinary man, became a staple of Folha for many years and one of its signature symbols.

Another important innovation was the introduction of political and social issue debates. These discussions took place in the newsroom, attracting not only politicians but also intellectuals and public figures. The debates were often heated, and reports on these meetings were published in both editions.


In 1929, Pedro Cunha left the editorial team. His shares were acquired by the son of a coffee baron, Octaviano Alves de Lima. This left Olival Costa as the sole editorial leader, who officially positioned himself against the Liberal Alliance and its leader, Getúlio Vargas. A year later, elections were held, which Vargas lost, but his supporters did not accept defeat. In October 1930, an uprising broke out. It began with a railway workers` strike, and riots spread through the city. The Folha editorial team and Olival Costa stood in opposition to these events. The rebellion reached its peak on October 24, when Vargas’ supporters gathered en masse at Praça da Sé, demanding the blood of their opponents. First, they attacked the offices of Correio Paulistano, and at 11:00 PM, they arrived at Folha.

A Ransacked Publishing House Changes Ownership

The mob destroyed everything in sight - typewriters, furniture, newspaper stock. They shattered windows, broke doors, and tore up floors. Shortly after midnight, the Folha building was left in ruins. The newspapers fell silent. Losing hope in reviving his publications, Olival Costa sold the remains of the publishing house to Alves de Lima in January 1931 and left São Paulo. He passed away on December 13, 1932, at the age of 56.

The new owner wasted no time. He rebuilt the office, purchased new equipment, and on January 20, 1931, both editions of Folha returned to newsstands. The company was renamed Empresa Folha da Manhã. Octaviano Alves de Lima had no experience in running a newspaper, so he entrusted the editorial leadership to journalists and writers Rubens and Luís do Amaral, while the entire company was managed by poet Guilherme de Almeida.

The Amaral brothers divided responsibilities between them - Rubens oversaw the morning edition, while Luís managed the evening edition, though they worked closely together. The morning edition focused more on politics and economics, while the evening edition emphasized regional news. Both publications dedicated more space to agriculture, livestock, and coffee prices, covered under the Para a Folha (For Folha) column, written by Alves de Lima himself.

Several local offices were opened to expand distribution, ensuring the newspaper covered issues across Brazil, not just in major cities. This move proved successful. Circulation jumped from 15,000 to 80,000 copies.

Although the new management initially tried to remain politically neutral, after 1932, the newspaper openly supported the constitutionalist revolution and adopted the stance: “Free Brazil from the group that seized power only to enjoy it.” The editorial team strongly opposed government actions. After the 1937 coup, political content disappeared from Folha’s pages.

During this period, apart from politics, both editions dedicated substantial space to culture and the arts. The cultural section was extensive, featuring film, theater, and literary reviews. Photo reports from cultural events delighted readers.

Male readers particularly appreciated the sports sections, which were divided by discipline. New topics also found their place, such as Chronica Social (Social Chronicle), Vida Religiosa (Religious Life), and Radio (Radio Programming).

In January 1933, further changes were introduced. Each edition gained an additional section. In the morning edition, a single-page daily section focused on politics, while Sundays featured a multi-page Supplemento filled with entertainment, fashion, and automotive news. The last page, Vida Agricola, was dedicated to agricultural matters, especially home gardening. The evening edition permanently included two sections: the first covering news, politics, and social issues, and the second summarizing events and cultural content. There was no Sunday evening edition.

Censorship and War Force Changes

In July 1933, Folha da Noite changed its font style, while the morning edition began publishing excerpts from novels. Over the following years, both newspapers expanded and became profitable. However, when an anti-government rebellion in 1935 led to Getúlio Vargas becoming the country’s dictator, Folha’s position changed. Press censorship tightened even further. The sharp tone of its articles had to be softened, and journalists became cautious with their words. Step by step, domestic politics and related topics disappeared from its pages.

The late 1930s ushered in another era of war. At that time, Brazil was a fascist state (following a 1938 coup), but it did not side with the Spanish government in the civil war, instead supporting the rebels. Meanwhile, a wave of refugees flowed into the country from Europe. When World War II broke out, Vargas softened his stance and aligned with the Allies. Brazil was the only South American country to send troops to the battlefield.


However, with Europe far away, Brazil focused on its own life and problems. International events were covered in the morning edition, while the evening edition sought to entertain readers with humorous cartoons. Pagina Infanti (Children’s Page) was dedicated to young readers.

The war years slightly loosened censorship, and Folha’s journalists regained their boldness. Once again, they wrote about politics and the issues caused by the government. One notable figure from this period was editor Hermínio Sachetta, a well-known journalist who had been imprisoned in 1936 for his political views - he was a Trotskyist. After his release in November 1939, he joined Folha da Noite. Lima, who focused on economic reporting, did not perceive Sachetta as a threat, as he was assigned to the international affairs section. What he did notice was the growth of the newspapers.

Sachetta quickly rose to become editor-in-chief of both newspapers. He maintained such a strong grip on news coverage that updated editions were frequently printed. He organized intellectual and political discussions in the newsroom, yet despite identifying as a communist, he never recruited anyone or pressured them to change their political views. He was responsible for hiring journalists who later achieved success and fame: Antonio Candido, who wrote the Notas de Crítica Literária (Literary Criticism Notes) column, and Florestan Fernandes, who debuted as a sociology journalist.

Sachetta resisted censorship and found ways to navigate around it skillfully. When new ownership took over in 1945, he left the newsroom, taking dozens of other journalists with him.

A New Takeover: A Rocky Start and a Rise to the Top

Despite the newspapers flourishing and circulation growing, Octaviano Alves de Lima became disenchanted with the publishing business. He claimed that “this work is useless, and waiting is madness.” It was well known that he was a supporter of Vargas, making him an adversary of the journalistic community. Lima decided to sell his newspapers. On March 10, 1945, Folha changed ownership for the third time. Although the publishing house was officially purchased by three businessmen:

• Landowner Alcides Ribeiro Meirelles
• Lawyer José Nabantino Ramos
• Administrator Clóvis Queiroga

only Meirelles was a genuine owner. Nabantino had been appointed by São Paulo state governor Fernando Costa, while Queiroga represented Francisco Matarazzo Júnior, the owner of the industrial complex Indústrias Reunidas, who was Italian. Each had their own interest in owning a newspaper, but they clearly declared their commitment to “defending democracy and maintaining absolute impartiality toward political parties, with an unwavering commitment to public interest.”


In 1946, new printing presses financed by Matarazzo were installed at the Carmo facility on Rua Anhangabaú. Three years later, the newsroom moved to a new building on Cleveland Avenue. The editorial leadership was taken over by José Nabantino Ramos. Although the early days were challenging - lowering newspaper prices proved to be a poor decision - within a few months, Folha was back on track. Nabantino turned out to be a strong leader, introducing many innovations in both editions:

• Public hiring competitions
• Journalism training courses
• Performance-based awards
• Error monitoring
• Editorial code of conduct

Buoyed by this success, the new owners launched a third newspaper, Folha da Trade, on July 1, 1949. Construction also began on a new office building.

The 1950s marked a period of continuous growth and innovation for the Folha newspapers. All three publications flourished. While each had its own editor, the layout of the front pages remained under the control of Gaucho Simão Kirjner Sobrinho for nearly three decades. A true journalist with diverse interests, he created the agricultural supplement and demanded concise, fact-based writing from his colleagues, following the structure: What? Who? When? Where? Why? In 1958, he also took charge of a new cultural section, Ilustrada.

The newspapers continued to expand, adding more pages and introducing new columns and sections. José Reis, a journalist and world-renowned scientist, brought physics, chemistry, and microbiology to readers through his Periscope column for several decades. He continued writing even when he became the newspaper’s top editor from 1962 to 1967. Additionally, new sections on medicine and biology were introduced, as well as a dedicated column on engineering and architecture.

In 1954, the newspaper introduced Nosso Mundo Mental (Our Mental World). Sociologist and psychoanalyst Virginia Bicudo addressed everyday concerns of parents. Throughout June of that year, the section was promoted on the front page with illustrations. These more serious topics found their place in the morning edition, where news was divided into eight main sections:

• Momento Politico (Political News)
• Editorials (Opinion Articles)
• Colaborações (Collaborations)
• Sociais (Society)
• Vida Religiosa (Religious Life)
• Turfe (Turf and Green Spaces)
• Esportes (Sports)
• Notas Policiais (Police Reports)

Later, new sections were added, including Mundo Militar (Military World) and Suplemento Feminino (Women’s Supplement). Meanwhile, Folha da Noite continued to focus on entertainment and light-hearted content, though politics still had its place.

Folha de São Paulo: A Risky Merger

The Folha newspapers did more than inform or entertain - they actively participated in the country’s affairs, launching intense social campaigns. Several such initiatives took place in the 1950s, including:

• A single voting ballot
• Eliminating fraud from public life
• Defending public schools
• Building a new capital

By 1958, advertisements and classified ads filled both editions, generating revenue. However, José Nabantino Ramos was not satisfied. The rising cost of paper, coupled with his struggles to manage loans and the budget, led to challenges. The main issue was the “lack of enough new facts to sustain three newspapers.” The board convened, and as of January 1, 1960, in its 40th year, the three Folha newspapers merged into a single publication: Folha de São Paulo, with the subtitle Um jornal a serviço do Brasil (A Newspaper in Service of Brazil).


The day before, an announcement reassured readers and advertisers that no one would be negatively affected by the change. The new publication featured three editions:

• Morning, which retained political and economic coverage similar to Folha da Manhã
• Afternoon, featuring diverse and human-interest stories similar to Folha da Trade
• Evening, offering previous-day reports and entertainment, akin to Folha da Noite

After a year, the afternoon and evening editions were discontinued. Folha de São Paulo became a morning newspaper, but it struggled. Nabantino faced mounting financial difficulties, and when journalists went on strike in 1961, demanding higher wages and benefits, the crisis peaked. The decision was made to sell the newspaper.

On August 13, 1962, the deal was finalized, and two businessmen, Octavio Frias de Oliveira and Carlos Caldeira Filho, became the new owners of Folha de São Paulo.

A Circulation of 200,000 and Conflicts on Multiple Fronts

Frias became general director, while Caldeira took on the role of operations director. Since neither had previous experience in the newspaper industry, they appointed José Reis as editorial chief. They also hired journalist Cláudio Abramo, who had gained fame for saving a competing newspaper.

In his first months at Folha, Abramo was head of reporting, but by 1963, he had risen to executive editor, equivalent to editor-in-chief. When another coup took place in 1964, Folha initially supported the shift, but Abramo quickly steered the paper back toward opposition against the military junta.

Despite tensions with the government, the newspaper thrived, and Abramo implemented several reforms:

• A more aggressive front page
• Creation of opinion pages under Opinião
• Stricter control over published news, resisting outside influence
• Modernization of printing facilities
• Expansion of distribution
• Introduction of a new generation of columnists

Abramo excelled in modernizing the newspaper. He improved visual appeal with higher-quality photos, new fonts, a cleaner layout, a horoscope section, and a TV column. On October 19, 1967, Folha da Trade was reintroduced to the market.

The new owners supported Abramo’s efforts. They purchased modern printing equipment from the U.S., making Folha the first Latin American newspaper to switch to offset printing in 1968, allowing for color printing. Three years later, the paper introduced an electronic photocomposition system, pioneering the technology in Brazil. By 1968, circulation had reached 200,000 copies.

Despite the newspaper’s success, it had enemies. Between 1970 and 1971, Folha faced verbal and physical attacks. A militant organization accused the newspaper’s journalists and owners of collaborating with and sympathizing with the government. Death threats were issued, and in September and October 1971, three delivery trucks were set on fire. Folha declared war on the ALN guerrilla group.


On September 22, an article signed by Octavio Frias de Oliveira was published, titled Banditismo, referencing the attacks on the trucks. The owner of Folha de São Paulo wrote: “There is nothing to add or subtract from what we have written. We do not distinguish between terrorism and banditry. No justification exists for robberies, murders, and kidnappings - many of which are carried out with sophisticated cruelty. They are targeting not just our newspaper but the entire press that exposes and condemns their crimes.”

The conflict escalated in June 1972 when the editorial Prisioneiros Políticos (Political Prisoners) was published. In it, Abramo argued: “It is well known that those criminals, often labeled as political prisoners, are merely bank robbers, kidnappers, thieves, arsonists, and murderers, frequently acting with greater malice than others, as their organizations consider any depravity to be legal.”

This statement challenged the notion that political prisoners existed in Brazil. The article caused internal and external controversy. Abramo was forced to leave the newspaper. He was succeeded by Ruy Lopes (1972-73), followed by Boris Casoy (1974-76), who established the São Paulo Ltda. database, containing photo and text archives, as well as the Folha library.

During this period, editors and owners openly opposed the military junta (as Brazil experienced constant coups), skillfully maneuvering around bans and restrictions. Journalists were arrested almost daily. On September 16, 1977, instead of the Crônica Diária (Daily Chronicle), readers saw a blank space with a message: “The chronicle will not be published because its author was arrested yesterday at 5:00 PM by the federal police.”

The journalist in question was Lorenço Diaferia, and the reason for his arrest was the article Herói. Morto. Nós (Hero. Dead. Us). The piece discussed a soldier who saved a child and contained criticism of Prince Caxias, the patron of the army. The alternative to his imprisonment was shutting down the newspaper. Diaferia remained in prison for three years.

Market Leader Disliked by the Military

In 1976, Cláudio Abramo returned to the newsroom, completing his previously initiated reforms and assembling a strong editorial team, including Paulo Francis, Newton Rodrigues, Glauber Rocher, and Flávio Rangel. He introduced public debates in Folha, and on June 22, the section Tendências/Debates was launched, featuring texts from intellectuals and politicians persecuted by the military regime. Folha attracted readers from all social groups and age ranges. Young people and women increasingly picked up the newspaper, prompting the creation of new sections on fashion, music, and technology. Folha de São Paulo became the leading newspaper in Brazil.

The ruling junta also took an interest in the paper - but not with admiration. In 1979, the military forced Cláudio Abramo to resign and leave the publishing house permanently. His position was taken by Boris Casoy, who led the newsroom until 1984 and, despite expectations, maintained the editorial policy set by Abramo.

In June 1981, three core editorial principles were introduced for immediate implementation:

• Accurate information
• Competent interpretation of that information
• Pluralistic opinions on the facts

These principles were meant to enhance journalism, making it:

• Critical
• Nonpartisan
• Modern
• Pluralistic

In 1983, Folha became the first newsroom in South America to be computerized, reducing production time by 40 minutes. The newspaper also established the public opinion and market research institute Datafolha, which proved highly useful for editorial decision-making. A year later, Manual da Redação was published, outlining the newspaper`s editorial concept from politics to final production. The book became a textbook for students and journalists and was reissued twice (1992, 2007).


Despite its many successes, Folha still faced challenges. The journalists continued to criticize the government, which did not hold back in response. Between 1983 and 1984, the editorial team supported social unrest movements advocating for Diretas Já, a campaign demanding direct presidential elections. As a result, Casoy had to step down. On May 24, 1984, he was replaced by Otavio Frias Filho, the son of Carlos.

The new editor-in-chief did not stray from the path set by his predecessors, both in political coverage and newsroom reforms. He introduced several projects under the initiative Projeto Folha:

• Internal checks & balances system
• Obligation to publish reader complaints
• Establishment of the first ombudsman position in Brazil (1989, Caio Tulio Costa)
• Implementation of new visual techniques (1985)
• Introduction of service journalism (1985)
• Focus on exclusive information and product excellence (1986)

Frias Filho took over the editorial department at just 26 years old, but his political stance had long been clear. The newspaper maintained its critical attitude toward successive governments while sympathizing with the lower classes. Over time, more attention was given to immigrants: “I reached out to people born in or arriving in São Paulo, looking to forge their own path and find their place in the sun. Folha became a mirror for these people,” he said on TV Folha, which launched in 2011.

The First Lawsuit of Its Kind in Brazil and a Guinness World Record

Frias Filho`s editorial stance led to a government raid on the newsroom in March 1990, under the pretext of administrative irregularities. Three people were arrested: Frias Filho’s secretary, Vera Lia Roberto, board member Pedro Pinciroli, and administrative director Renato Castanhari. In retaliation, the next day, an editorial titled A escalada fascista (The Rise of Fascism) was published. From then on, investigative journalists had more work, uncovering multiple bribery scandals. This led to an unprecedented defamation lawsuit: the president of Brazil sued the newspaper. Frias Filho and three journalists faced trial, and an open letter was published in the newspaper, stating: “I fight for my freedom, you for your wounded vanity. My reasons lie in the public interest, while yours are as murky as your own isolation.”

The Folha team was acquitted in January 1992, and in December, the president resigned.

Despite government pressure, Folha expanded its regional editions. Five regions - Southeast, ABCD, Northeast, North, and Vale - received newspapers featuring both national and local news. Under Frias Filho, the paper flourished, modernized, and innovated. A tech enthusiast, he ensured that by 1989, not only the newsroom but all departments were fully computerized. In February 1990, the newspaper introduced pagers, enabling electronic page layout.

The year 1991 brought further changes. In February, the newspaper reorganized its content structure, introducing new sections: Brasil, Mundo, Dinheiro, Cotidiano, and Esporte, with the last two alternating between Sunday and Monday. Otavio Frias Filho became editorial director and publisher, while journalist Matinas Suzuki took over as editor-in-chief, a role he held until 1997.

The 1990s brought financial crises to Brazil, which the government struggled to manage. Meanwhile, Folha and other newspapers made this the dominant topic. Suzuki, who took over an already thriving newspaper, did not waste his opportunity. In 1992, Sunday circulation alone reached 522,215 copies, and by 1993, it had climbed to 700,000. On weekdays, circulation was estimated at 400,000.

In 1996, Folha entered the Guinness World Records as its circulation surpassed one million copies.

A Streak of Success and 264 Pages - Daily

A state-of-the-art graphics department enabled Folha to introduce a full-color front page in 1992, and a year later, the newspaper launched Folha Informações Esporte, a free telephone information service. In 1994, the following innovations were introduced:

• The country’s first digital photo archive
• A 24-hour news service (July)
• Atlas Folha informational inserts (August)
• Free classified ads

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Suzuki’s successful run continued for several more years. On March 12, 1995, Folha reached a circulation of 1.6 million copies with 264 pages. In 1996:

• Full-color printing was introduced throughout most of the newspaper, fonts were updated, and table readability improved (March)
• In April, Folha became the first newspaper in Brazil to go online
• The Programa de Qualidade (Quality Program) was implemented to eliminate spelling and informational errors
• In September, Universo Online (Grupo Folha) merged with Brasil Online (Grupo Abril), forming the country’s largest media group, Universo Online SA
• In October, the newspaper received ISO 9002 certification (an international quality standard)

Matinas Suzuki left Folha in 1997 to “seek new experiences.” He was fascinated by the internet. For several years, the newsroom had no official editor-in-chief, with Otavio Frias Filho himself serving as editorial secretary. On April 2, 1998, Folha entered the U.S. market as a supplement to Time magazine.

In January 2000, Eleonora de Lucena became editor-in-chief. The first woman to hold the position, she was well-versed in the intricacies of journalism. She began her career at Zero Hora in Porto Alegre and joined Folha in 1984 as an independent journalist in the Informatica section. Passionate about economics, she flourished under editor Aloysio Biondi. In 1988, she took over the agriculture section, and in 1992, she became editorial secretary. When she assumed the role of editor-in-chief, she considered her first major success to be the September 12, 2001, edition, which dedicated half its pages to commentary, opinions, and photo reports on the 9/11 attacks.

Lucena led the newsroom for a decade, maintaining her predecessors` principles and strategies. She introduced new newspaper sections, such as Folha Equilíbrio (Balance, May 11, 2000) and the bimonthly magazine Moda (June 16, 2000). She continued the Projeto Folha initiative, launching a blog series under Empresa Folha da Manhã in 2009. The project quickly grew from 14 columnists to 41 journalists and 31 thematic blogs.

Successfully Navigating a Sharp Turn

Although the new century brought new technologies and print newspapers faced decline, Folha remained Brazil’s leading daily despite a circulation drop to 311,287 copies. It was only in 2010 that the newspaper fell to second place. That same year, in March, Lucena switched roles with Sérgio Dávila.

Dávila had a tough start. Declining circulation was not his only challenge. Problems arose as early as February 2009, following an editorial (February 17) titled Limites Chavez, in which the author referred to Brazil’s military dictatorship as a “ditabranda” (soft dictatorship). The term sparked widespread outrage, leading to a protest outside the newspaper’s headquarters on March 7. Another controversy erupted on April 5, when a report questioned the authenticity of police records related to President Dilma Rousseff.

Dávila’s first year at the helm of Brazil’s flagship newspaper was difficult: declining circulation, repeated criticisms of articles and authors, factual errors - such as an incorrect report stating Brazil had been eliminated from the World Cup when it had actually advanced - and a court order on September 30 to block the website for “false neutrality.”

Dávila rose to the challenge and steered Folha out of its troubles. In 2011, he launched Folha Internacional, an online newspaper in Spanish and English. By March 2013, circulation had reached 352,459 copies, and the company had 13 offices nationwide.


From its inception, Folha had foreign correspondents. Since 2017, the newspaper has maintained a network of permanent correspondents in cities such as:

• Washington, D.C. (United States)
• New York (United States)
• Buenos Aires (Argentina)
• London (United Kingdom)

Sérgio Dávila remains the editor-in-chief, and the entire Grupo Folha is still owned by the Frias family. Folha de São Paulo remains one of Brazil’s top newspapers (though in 2021, it was overtaken by O Globo). Although circulation declined from 2014 onward, it has been increasing again since 2018, reaching 366,087 copies in 2021.

Folha is more than just a newspaper - it is a database, a public opinion and market research institute, a news and entertainment service, and a transportation company. It is available on social media and has mobile apps. The newspaper has won numerous prestigious awards, ranging from journalism honors (Esso Awards) to economic reporting and artistic accolades (Vladimir Herzog Award).

Folha continues to run various campaigns. One of the latest involved COVID-19 information and updates, removing the paywall for related articles. On July 7, 2020, the newspaper changed its logo to include a yellow color in support of the campaign to reclaim Brazil’s national symbols.

For over 100 years, Folha de São Paulo has been a fixture in the lives of Brazilians. Its current motto is: Um jornal a serviço da democracia (A newspaper in service of democracy).

Timeline of Folha de São Paulo

• 1921, February 19 – First issue of Folha da Noite
• 1924, December – Newspaper banned from printing
• 1925, January 1 – Folha da Noite returns
• 1925 – New headquarters
• 1925, July 1 – First issue of Folha da Manhã
• 1930, October 24 – Attack on Folha headquarters
• 1930-1931 – Folha ceases publication
• 1945, March 10 – Folha newspapers acquired by new owner
• 1949, July 1 – First issue of Folha da Trade
• 1960, January 1 – Three Folha newspapers merge into Folha de São Paulo
• 1968 – Folha adopts offset printing and introduces color
• 1983 – First fully computerized newsroom in South America
• 1990, March – Government raid on Folha offices
• 1996 – Folha enters Guinness World Records
• 2021 – Folha celebrates its centennial

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• https://www1.folha.uol.com.br/folha-100-anos/2022/01/de-redator-a-editor-executivo-matinas-suzuki-acompanhou-modernizacao-do-jornal.shtml
• http://newsroomhistory.com/newspaper/folha-de-s-paulo/
• https://www1.folha.uol.com.br/folha-100-anos/2021/04/eleonora-de-lucena-passou-de-redatora-freelancer-a-editora-executiva-em-17-anos.shtml
• https://fpabramo.org.br/focusbrasil/2022/02/05/entrevista-eleonora-de-lucena-a-imprensa-no-brasil-prejudica-a-democracia/
• https://isoj.org/speakers-2020/sergio-davila/