Only leaders change, and they change because they are — and want to be — leaders.
This is the amazing case of A TRIBUNA (Vitoria, Brazil).
INNOVATION changes between 1995 and 2007 (Juan Antonio Giner, Gonzalo Peltzer, Daniel Diez, Guillermo D’Aiello, Eduardo Tessler, Raul Braulio Martinez and Ricardo Melo) made this popular 8,000-copy paper a leader.
After some new INNOVATION changes in 2003, A TRIBUNA became the leader with more than 30,000 copies.
More INNOVATION changes in 2007 and A TRIBUNA sold 53,000 copies.
Today A TRIBUNA sells on average more than 62,000 copies from Monday to Saturday, and more than 70,000 on Sunday.
Three times more than the A GAZETA, which was the leader in the Vitoria market in 1995.
Today’s paper shows a new face, and an improved editorial and newsroom management formula.
Eduardo Tessler, INNOVATION’s director in Brazil, was the project manager of a team that included Saulo Ribas (design), Gabriel Sama (newsroom management), Ricardo Chaves (photojournalism) and Rodrigo Cavalcante (newsroom training).
Joao-Luiz Caser, editor-in-chief of this paper, is a low-profile journalist, but nobody else in Brazil has been able to increase the circulation of a daily newspaper by almost eight times in the last 14 years.
The secret?
A newspaper that is local, local, local.
Full of local stories.
Friendly.
Useful.
Easy to read.
Energetic.
Happy.
Well written.
Well designed.
Readers and advertisers love A TRIBUNA.
So do we.
Congratulations to Joao-Luiz and his fantastic team!