Os Cadernos de Interior de O Dia como jornalismo regional e estratégia de expansão empresarial

Abstract

The main objective of this dissertation is to showcase a regional journalism model -Cadernos do Interior de O Dia - implemented by O Dia, a newspaper located in Brazil´s Rio de Janeiro state. From 1993 to 1998 the model - part of the expansion project of the publishing company as a private enterprise, oriented to three specific areas of Rio de Janeiro took the form of supplements to the main body of the newspaper, distributed from Tuesday to Sunday in each region: North/Northwest, South Fluminense and Serra. They were a pivotal piece in the marketshare conquering strategy and to consolidate the positioning of O Dia both as a qualified popular newspaper and a regional newspaper covering the entire state, in order to overcome the ill reputation acquired since its creation, in 1951, of a sensationalist tabloid. At that shifting point, the newspaper was experiencing an administrative, technological and industrial modernization, as well as updating its editorial model to one relying on the search for new readers as essential to meet the investments being made. This paper´s goal also includes presenting the whole process of creating the Cadernos do Interior de O Dia, from its initial planning to its build up to the status of wide range coverage vehicles, even greater than local competitors in Rio de Janeiro state inner main cities