Brazilian Press: Lolita to the Rescue

     Brazilian 
Press: Lolita to the Rescue

    Advertisers
    don’t want circulation but money to ensure their survival.
    The middle or upper-middle classes, who buy expensive items, never stopped

    buying papers. Grocery stores and electronics/appliance stores know
    that consumers will only come back when the economy improves.
    by:
    Alberto Dines

     

    The
    Bolha group (Globo—Folha de S.Paulo)
    is back with a new promotion, this one a collectible: a library of novels,
    or 30 "landmarks of contemporary literature". Readers will
    get the first volume for free and the others will be sold at R$ 11.50
    (US$ 4).

    The
    lure—and an irresistible one—will be Lolita, by Vladimir
    Nabokov. I wouldn’t call the book a literary "landmark", but
    it’s definitely an opportunity to reach pinnacles of readership, especially
    when you consider the fact that it will be a gift.

    Moral
    degenerates of all sizes are sure to expend the mere R$ 3.50 (US$ 1.20)
    of the cover price of the newspaper in exchange for some indescribable
    moments, but there’s no guarantee that they will be willing to invest,
    Sunday after Sunday, in the library in question. No big deal. The partners
    wish to blab about the feat of selling a million lolitas together. What
    we have here is quality journalism: newspapers in the trash and the
    unforgettable woman-child on the bed-side table.

    What
    could be the benefit of this investment? To raise circulation back above
    the half million mark? On the first Sunday, they’ll get there. Newsstands
    might actually run out of the paper. After that, it’s another story.
    Circulation is not what advertisers are after. What they want is the
    money to ensure their survival. In São Paulo, the biggest advertisers
    are in the real estate business and all those high-rise residential
    or commercial launchings that justify a whole page or a double page
    of the newspaper are aimed at the middle or upper-middle classes who
    never stopped buying papers. Grocery stores and electronics/appliance
    stores know that consumers will only come back when the economic situation
    gets out of the tight spot.

    It’s
    money thrown out the window, at a time when journalistic companies are
    counting their pennies and firing their best staff.

    The
    bombshell promotion of the old-new partners coincides with another throatcutting
    event in the newsroom of Valor Econômico, the flagship
    of the Bolha group.

    To
    the drumbeat… of the register

    The
    ombudsman of Folha de S.Paulo resumed in his Sunday column (5/25)
    a topic on which this Observatory has touched several times:
    the use of journalists as publicity boys. It’s more serious than professional
    journalists doubling as press advisers.

    Bernardo
    Ajzenberg comments on the actual case of a columnist from Folha
    who participated in an advertising campaign for a real estate venture,
    all against the express rules contained in the Manual de Redação
    (Manual for Editorial Room Staff). Judging by the emphasis of the comment,
    it’s easy to smell trouble.

    But
    the ombudsman was unable to notice that in the same Sunday edition,
    on the cover of a classified section (Vehicles-1), two reporters who
    had covered the Iraq war participated ostensively in a promotional story
    created to launch the big Humvee jeep in the Brazilian market. A story
    with the same purpose was published in other automobile sections. In
    all of them one can find the express interest of the representatives
    to sell both the military version and the civil version of the fancy
    car.

    It’s
    important to register that the story, as a service, is excellent. But
    it was printed in a section of the newspaper which is distinctly commercial
    and does not hide its promotional content. If the legal counselors of
    Folha do not find condemning clauses in the Manual, the columnist
    criticized by the ombudsman can demand equal treatment.

    Once
    more, the ombudsman of Folha does a great service to journalism.
    The use of mezzo-journalists as salespeople is becoming habitual. In
    this no man’s land, anything goes. Unibanco’s advertising agency has
    aired TV commercials with a journalist-presenter and a social columnist.
    And the idea was not to promote Fome Zero (Zero Hunger).

     

    Alberto
    Dines, the author, is a journalist, founder and researcher at LABJOR—Laboratório
    de Estudos Avançados em Jornalismo (Laboratory for Advanced
    Studies in Journalism) at UNICAMP (University of Campinas) and editor
    of the Observatório da Imprensa. He also writes a
    column on cultural issues for the Rio daily Jornal do Brasil.
    You can reach him by email at obsimp@ig.com.br
     

    Translated
    by Tereza Braga, email:
    tbragaling@cs.com 

    This
    article was originally published in Observatório da Imprensa
    www.observatoriodaimprensa.com.br 

     

     

     

    document.write(“Email this article“);

    Discuss it in our Forum

    Send
    yourcomments to Brazzil

    To
    Top
    / Go
    Back

    MAGAZINE
    /
    CALENDAR
    /
    FORUM & CHAT
    /
    BRAZZMALL
    /
    LINKS
    /
    MUSIC


    CURRENT ISSUE
    /
    NEWS
    /
    AD & CLASSIFIEDS
    /
    THATS BRAZILIAN
    / CONTACT

    FRONT PAGE


    Forum Site Map
    / Old
    Forum
    /
    Old Forum1
    /
    Forum B
    /
    Old Board

    Constitution
    / 4
    / 3000
    / Archive
    / Privacy
    / Daniella
    /
    Investment in Brazil

     

     

     

    • Show Comments (0)

    Your email address will not be published. Required fields are marked *

    comment *

    • name *

    • email *

    • website *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    Ads

    You May Also Like

    Honey from Brazil

    Brazil Becomes World’s 5th Largest Honey Exporter

    Honey exports from Brazil totaled US$ 18.2 million in the first half of 2008, ...

    Brazilian Women March for Abortion Right and End to Violence

    Today, March 8, is International Women’s Day (IWD) (which can also be written Woman’s ...

    Paradise Guardians

    Capão is a bird watcher’s paradise. Ocelot, puma and jaguar still roam freely. The ...

    Brazilians Read 1.8 Books Per Year. There Is a Plan to Improve This.

    The Brazilian National Book and Reading Plan (PNLL), which was launched last month by ...

    A Taste of Brazil in Chicago

    Many have come and gone, but some have stayed and Chicago is becoming more ...

    Brazil’s Lula Has Become a Tough and Successful Globe-Trotting Salesman

    Brazilian President Luiz Inácio Lula da Silva said that discussions for a Free Trade ...

    Guatemala Gets Lessons on Zero Hunger from Brazil

    Representatives from Guatemala arrived in Brazil today to become acquainted with the Zero Hunger ...

    BNDES headquarters in Brazil

    Brazil Triples Funds for Exports to Close to US$ 800 Million

    Brazil's federal government is going to nearly triple the funds for its Export Financing ...

    Brazil Wants New Rules for Intellectual Property

    Today Brazil, Argentina and Bolivia will present a proposal for an amendment to the ...