Folha de S.Paulo

From a whisper to a roar, the Folha de S.Paulo has chronicled Brazil’s heartbeat for over a century. Here, at Alameda Barão de Limeira 425, stands not just a building, but a living testament to the power of the press. Folha de S.Paulo, often called simply Folha, meaning “sheet,” began its life in 1921 as Folha da Noite, an evening paper geared towards the working class of São Paulo. It was a bold counterpoint to the established, conservative O Estado de S. Paulo. Folha de S.Paulo quickly gained traction, leading its founders to expand with a morning edition, Folha da Manhâ, in 1925. This marked the debut of Juca Pato, a cartoon everyman whose catchphrase, “it could have been worse,” offered a wry commentary on the times. Folha de S.Paulo wasn’t afraid to challenge the status quo. The paper’s criticism of the ruling Republican parties even played a role in the formation of the opposition Democratic Party. The tides turned in 1930 with Getúlio Vargas’s rise to power. Folha de S.Paulo’s offices were ransacked, forcing a sale to Octaviano Alves de Lima. Under Alves de Lima, Folha de S.Paulo became a voice for rural landowners, standing in opposition to Vargas. The paper’s leadership passed to poet Guilherme de Almeida and news director Rubens do Amaral, who assembled a team of anti-Vargas journalists. Folha de S.Paulo’s opposition to Vargas continued even as the Estado Novo, Vargas’s dictatorship, tightened its grip on the press. In a twist of fate, Folha de S.Paulo’s very opposition may have led to another ownership change in 1945. The reins were handed to a group that included João Nabantino Ramos, who modernized the paper’s operations and launched civic campaigns. However, financial struggles led to the merging of the various Folha editions into the single Folha de S.Paulo in 1960. The company was eventually sold to Octavio Frias de Oliveira and Carlos Caldeira Filho in 1962. Under their leadership, Folha de S.Paulo embraced technological advancements. It became the first Latin American newspaper to adopt offset printing in 1968 and transitioned to cold composition in 1971. Folha de S.Paulo continued to evolve, championing pluralism and becoming a platform for diverse voices. Its critical stance towards successive administrations, from the military regime to later presidents, solidified its reputation as a fearless watchdog of power. Today, the Folha de S.Paulo stands as a media powerhouse. It has consistently pushed boundaries, not just in its coverage, but also in its embrace of technology and innovation. More than just a newspaper, Folha de S.Paulo embodies the ongoing story of Brazil, a story etched in ink and pixels, right here at its historic headquarters.