In the last few months, the leading newspapers of Brazil have been making changes under a common goal: produce the newspaper of the future.
Well, our friend Washington Olivetto, believes like us in the opposite.
We don’t know how the newspaper of the future will be, so perhaps is better to produce the newspaper of today…
The new Diario de S.Paulo doesn’t have anything really new: just news and stories worth to read.
The challenge on Sundays or in weekdays is not to fill hundreds of pages with content that readers don’t read, but just to edit, edit, edit… and deliver a compact and compelling newspaper full of original news and stories worth to read.
Readers don’t buy anymore quantity, volume of weight, but quality and selection.
In one section (80 pages this Sunday because there is a lot of advertising, and 64 the rest of the week).
Again INNOVATION’s Antonio Martin has produced a “content-driven” design.
Simple, clear, elegant, fresh and, above all, easy to read.
Not just to look but to read.
This is a newspaper not to win design awards but readers, happy and loyal readers.
And readers and time spent reading news ans ads is what advertiser want.
The new owners of the paper have invested in the basics: more and better journalism, an integrated open-space newsroom and the editors have only one challenge: publish everyday a necessary newspaper.
A post-news paper.
Something that it’s easy to say and more difficult to implement.
That said, let me tell you how happy we are with today’s inaugural cover story.
Brazil has presidential elections in a few weeks.
José Serra (PSDB) and Dilma Rousseff (PT) are the main candidates.
Diario de S.Paulo had access to the latest pre-election polls, and this classic coverage is today in all the Brazilian newspapers.
But the editors of the new Diario de S.Paulo decided to put the story inside and be different.
They found another couple, Dilma, and Jose, so their 34 year marriage is the love-story that tells the readers that this is a newspaper for a new kind of great stories.
Welcome to the past, the present and the future: news and stories worth to read.
Welcome to the new Diario de S. Paulo!