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Placar

May 01, 2023

Placar (English: Score) is a monthly Brazilian sports magazine. Its first edition was issued by Editora Abril.[1] on March 20, 1970, and since then it has become the most successful sports publication in Brazil, even though it focuses fully on football It is currently published by Editora Caras.[2]

Placar
EditorSérgio Xavier Filho
CategoriesFootball
FrequencyMonthly
First issueMarch 20, 1970
CompanyEditora Caras
CountryBrazil
LanguagePortuguese
Websiteplacar.abril.com.br
ISSN0104-1762

History

First weekly period

The magazine was published on a weekly basis throughout the 1970s, and the 1980s, until August 1990. It was launched just before the 1970 World Cup, in order to fill the void of a national publication about the sport, and Pelé was featured on the cover of the first edition, which sold almost 200,000 copies.[3] The magazine defended the modernization of the administration of Brazilian football, and on issues number 23 and 24, in 1970, a series of articles by Michel Laurence and Narciso James proposed many changes, among them the creation of a forsooth national championship, which would be created in 1971.[4]

Consolidation

In the very beginning, the sales were a success: it sold over 100,000 weekly copies during the 1970 World Cup. But, after the end of the tournament, sales dropped to an average of 40,000 copies.[5] In order to reduce costs, in 1972 a pullout was created, starting with the number 131. Made with cheaper paper, it contained the "Tabelão", a listing of results and boxscores the magazine called "the Official Diary of Brazilian football".[6] It also featured "fresher" news, such as the weekend games, while the magazine itself brought more timeless articles, such as profiles and columns about games from the previous week. The pullout was canceled by late 1974.

Sales were sustained mostly by the same football lottery that later would be the target of an investigation by the magazine. With tips and collective bets, in 1972 Placar sold 250,000 copies one week because of an article about the lottery.[7]

"Football Lottery Mafia"

In 1979, Milton Coelho da Graça, then-director of Placar, explained to Juca Kfouri, then-director of special projects who handled the section about the football lottery, that he had been noticing some coincidences when few people won.[8] Milton asked, and Kfouri went to Brasília and asked to see the winning tickets, but was denied with an allegation of bank secrecy.[9]

In the same year, Milton left Abril, and Kfouri was promoted to his post. Still suspecting about the lottery, every end of month he incited the newsroom, to no avail: "Who is man enough to uncover the unfairness of the soccer lottery?"[10] During another trip to Brasília, he asked again to see the winning tickets. This time, some were shown: "One put a triple bet in games other people would try to guess," Kfouri told later. "Corinthians x Juventus, triple. Flamengo x Olaria, triple. Vasco x Botafogo, Vasco. Atlético-PR x Coritiba, Coritiba. Inter x Livramento, triple. That's impossible. They play the triple bet in easy games and simple bets in hard ones. There's something strange going on here."[11]

The day after commenting about his suspicions in the newsroom, he found a volunteer for the task: Sérgio Martins. Kfouri gave him a one-year deadline, rigorously met: on issue 648, dated October 22, 1982, an extensive story was published on the case, denouncing corruption and match-fixing.

None of the 125 people named, among them players, directors, referees, managers and celebrities, was arrested. The lottery lost credibility,[12] which was never recovered again. Ironically, Placar sales were also negatively affected by the piece, since many readers bought the magazine exactly for its weekly lottery analysis.

End of weekly editions

Other efforts were made to try and reach new audiences, such as in 1984, when the magazine opened a larger room for sports other than football. The experience lasted from April to November, when the other sports, along with the slogan "All sports" ("Todos os esportes"), were dropped from the cover and started to receive less attention from the magazine. In September 1985, for the 800th edition, the traditional "Tabelão" section, with the listing of local boxscores and results from abroad, was removed because it was deemed too expensive.[13] One year later, in September 1986, the section made its comeback after protests of over 600 readers,[14] by mail and phone. At first, the section covered just the 1986 Brazilian League,[15] but later, gradually, it was extended to other tournaments. With stagnated sales numbers since 1985,[16] another effort was made in 1988, with a bigger format, less pages and a cheaper paper, in a phase known as Placar Mais. In the outset, it became Abril's best-selling magazine, even though it turned a loss if too many copies were sold, hence a limit was set.[13]

The good times didn't last long, though, since the magazine never sold many ad pages. The fatal blow came with the Brazilian flop in the 1990 World Cup, that was aggravated by the terrible campaigns of the bigger teams in the 1990 Paulista League (small clubs Bragantino and Novorizontino made the finals that year) and the controversial finals of the Carioca League (the title was decided in the courts). Placar always turned a profit with commemorative editions of titles, but that year this option wasn't available, and Abril decided to stop investing in a weekly football magazine.[17]

After years of bad results (between 1979, and 1995, the magazine's results were in the black for just three years), cuts were made in the newsroom,[18] and the magazine was no longer published weekly. Just one year earlier, the letter from the editor of the 1,000th issue stated that Placar reached that milestone "healthy" and with average sales of 127,000 copies.[19]

Thematic editions

A special about Pelé's 50th birthday, had sales of 99,700 of the 100,000 copies that were printed.[20] The special edition even earned Placar an Esso Prize, the third the magazine has won.[21]

The success of that edition made Kfouri propose that Abril kept a line of thematic magazines with a small newsroom. Abril approved the idea, as long as there was no periodicity, but the timetable for 1991 called for 12 issues. "We made the 12," recalled Kfouri. "No one mentioned the magazine as 'Placar, Abril's monthly football magazine', but it was a fact that it was monthly. And its results began to live in the black ink."[17] The only months when there was no numbered editions were December 1993, July 1994, August 1994 and February 1995. The magazine maintained its critic position of the Brazilian football brass, which made the president of Federação Paulista de Futebol, Eduardo José Farah, deny the publication's photographers entrance on the field for the 1991 Brazilian League finals, between Bragantino and São Paulo, in Bragança Paulista.[22]

During the 1994 World Cup, special editions were launched after every game the Brazil national team played. They were produced directly in Brazil with inferior paper, but the sales, weak for the first edition, grew steadily after each game. Starting with the fourth special edition, the sales were satisfactory, and the commemorative edition after the title sold over 500,000 copies.[13] The series produced a profit of 500,000 dollars.[23]

This was the era when the magazine had its higher figure for a price: in August 1993, it cost 290,000 cruzeiros reais.[13]

"Futebol, sexo e rock 'n roll"

The success generated by the 1994 World Cup editions and the Brazilian victory itself triggered big changes starting April 1995, just after the magazine celebrated its 25th anniversary. Those changes included the exits of every journalist of the newsroom, except Manoel Coelho and Paulo Vinicius Coelho.[24] Approximately 1 million dollars were invested, with young adults as a target.[25] The new slogan would be "Futebol, sexo e rock 'n roll" ("Football, Sex and Rock 'n Roll"). The format was also changed, to 27,5 cm x 35,8 cm,[3] and, for the first time in its history, Placar sold subscriptions.[25] American designer Roger Black was charged with the graphical project. The first edition of the new phase, with Edmundo as cover athlete, sold 350,000 copies.[26]

Just a few months later, Kfouri left Placar and Abril because of interferences by the brass with the magazine. To Abril, it was not interesting to denounce Brazilian soccer brass in a pullout that circulated with the monthly editions, because it feared for the TV contracts TVA, also from Abril, had.[27] Roberto Civita, Abril's president, offered Kfouri the name of the magazine for a price, since Placar didn't turn a profit and the publisher would also get rid of the possibility of being sued again, but the negotiations didn't go any further.[28]

During the next few years, a few visual (such as yet another new format, to 22,6 cm × 29,9 cm, in 1996)[3] and content (football once again was the main theme) adjustments were made. During the 1998 World Cup, Placar again published special editions after each Brazilian game, but, this time, many professionals were sent to host country France — even the page design was made there. The huge costs and the sagging sales (compared to the previous World Cup) made for a flop.

Second weekly phase and current format

Once again, Placar was being published sporadically, albeit in a larger quantity than the previous "sporadic period", in 1990. Each special, even the simultaneous ones, was numbered. But in May 2003 the magazine was back to a monthly periodicity, and the specials no longer followed the numbering. In March 2008, an article about TV color man and former player Casagrande's internment raised a controversy,[29] with journalists defending and criticizing[30] the magazine's posture.

Bola de Prata

Main article: Bola de Ouro

Bola de Prata is an annual award given by Placar to the Campeonato Brasileiro Série A best players from each position. Each player is given a rating after every match they play. The players with highest average rating from each position are awarded the Bola de Prata. The player with highest average rating overall is awarded the Bola de Ouro.

Notes

  1. ^ Camilla Amaral (October 12, 2009). "The Abril Group and Veja, leaders in the Brazilian publishing market". In a Global. Retrieved August 6, 2015.
  2. ^ "Revista Placar é vendida por Grupo Abril". Máquina do Esporte (in Portuguese). Retrieved June 11, 2016.
  3. ^ a b c "38 anos da Placar" August 4, 2008, at the Wayback Machine, Placar.com.br, March 31, 2008
  4. ^ "Placar, o iniciador da revolução", Fausto Neto, Placar number 31, Editora Abril, October 16, 1970, p. 36
  5. ^ Entrevista com Juca Kfouri February 19, 2009, at the Wayback Machine, September 28, 2007, p. 4
  6. ^ "O garoto do Placar", Placar number 115, May 26, 1972, Editora Abril, p. 17
  7. ^ Paulo Vinicius Coelho, Jornalismo Esportivo, Editora Contexto, 2003, p. 98
  8. ^ Carlos Alencar, Juca Kfouri: O Militante da Notícia, Imprensa Oficial do Estado de São Paulo, 2006, p. 45
  9. ^ Carlos Alencar, Juca Kfouri: O Militante da Notícia, Imprensa Oficial do Estado de São Paulo, 2006, p. 49
  10. ^ Carlos Alencar, Juca Kfouri: O Militante da Notícia, Imprensa Oficial do Estado de São Paulo, 2006, p. 51
  11. ^ Carlos Alencar, Juca Kfouri: O Militante da Notícia, Imprensa Oficial do Estado de São Paulo, 2006, p. 53
  12. ^ Placar issue 1032-A, Editora Abril, March 1990, p. 55
  13. ^ a b c d Entrevista com Juca Kfouri February 19, 2009, at the Wayback Machine, September 28, 2007, p. 5
  14. ^ Placar number 858, Editora Abril, November 3, 1986, p. 15
  15. ^ Placar number 850, Editora Abril, 8 de setembro de 1986, p. 15
  16. ^ Paulo Vinicius Coelho, Jornalismo Esportivo, Editora Contexto, 2003, p. 84
  17. ^ a b Entrevista com Juca Kfouri February 19, 2009, at the Wayback Machine, September 28, 2007, p. 2
  18. ^ Carlos Alencar, Juca Kfouri: O Militante da Notícia, Imprensa Oficial do Estado de São Paulo, 2006, pp. 44–45
  19. ^ Placar number 1.000, Editora Abril, August 1989, p. 3
  20. ^ Carlos Alencar, Juca Kfouri: O Militante da Notícia, Imprensa Oficial do Estado de São Paulo, 2006, page 104
  21. ^ Placar number 1.101, Editora Abril, March 1995, p. 48
  22. ^ "Clubes aprovam Paulistão 2002", Estadão.com.br, December 26, 2001
  23. ^ Paulo Vinicius Coelho, Jornalismo Esportivo, Editora Contexto, 2003, p. 104
  24. ^ Paulo Vinicius Coelho, Jornalismo Esportivo, Editora Contexto, 2003, p. 52
  25. ^ a b "A Placar está de cara nova", Gazeta Mercantil, 4 April 1995, p. C-7
  26. ^ Entrevista com Juca Kfouri February 19, 2009, at the Wayback Machine, September 28, 2007, p. 3
  27. ^ Carlos Alencar, Juca Kfouri: O Militante da Notícia, Imprensa Oficial do Estado de São Paulo, 2006, ppp. 110-111
  28. ^ Carlos Alencar, Juca Kfouri: O Militante da Notícia, Imprensa Oficial do Estado de São Paulo, 2006, p. 112
  29. ^ "Casão — fim" June 3, 2008, at the Wayback Machine, Alberto Helena Jr., Blog do Helena, April 1, 2008
  30. ^ , Ubiratan Leal, Balípodo, April 3, 2008

External links

  • (in Portuguese) Official website

May 01, 2023
placar, english, score, monthly, brazilian, sports, magazine, first, edition, issued, editora, abril, march, 1970, since, then, become, most, successful, sports, publication, brazil, even, though, focuses, fully, football, currently, published, editora, caras,. Placar English Score is a monthly Brazilian sports magazine Its first edition was issued by Editora Abril 1 on March 20 1970 and since then it has become the most successful sports publication in Brazil even though it focuses fully on football It is currently published by Editora Caras 2 PlacarEditorSergio Xavier FilhoCategoriesFootballFrequencyMonthlyFirst issueMarch 20 1970CompanyEditora CarasCountryBrazilLanguagePortugueseWebsiteplacar abril com brISSN0104 1762 Contents 1 History 1 1 First weekly period 1 2 Consolidation 1 3 Football Lottery Mafia 1 4 End of weekly editions 1 5 Thematic editions 1 6 Futebol sexo e rock n roll 1 7 Second weekly phase and current format 2 Bola de Prata 3 Notes 4 External linksHistory EditFirst weekly period Edit The magazine was published on a weekly basis throughout the 1970s and the 1980s until August 1990 It was launched just before the 1970 World Cup in order to fill the void of a national publication about the sport and Pele was featured on the cover of the first edition which sold almost 200 000 copies 3 The magazine defended the modernization of the administration of Brazilian football and on issues number 23 and 24 in 1970 a series of articles by Michel Laurence and Narciso James proposed many changes among them the creation of a forsooth national championship which would be created in 1971 4 Consolidation Edit In the very beginning the sales were a success it sold over 100 000 weekly copies during the 1970 World Cup But after the end of the tournament sales dropped to an average of 40 000 copies 5 In order to reduce costs in 1972 a pullout was created starting with the number 131 Made with cheaper paper it contained the Tabelao a listing of results and boxscores the magazine called the Official Diary of Brazilian football 6 It also featured fresher news such as the weekend games while the magazine itself brought more timeless articles such as profiles and columns about games from the previous week The pullout was canceled by late 1974 Sales were sustained mostly by the same football lottery that later would be the target of an investigation by the magazine With tips and collective bets in 1972 Placar sold 250 000 copies one week because of an article about the lottery 7 Football Lottery Mafia Edit In 1979 Milton Coelho da Graca then director of Placar explained to Juca Kfouri then director of special projects who handled the section about the football lottery that he had been noticing some coincidences when few people won 8 Milton asked and Kfouri went to Brasilia and asked to see the winning tickets but was denied with an allegation of bank secrecy 9 In the same year Milton left Abril and Kfouri was promoted to his post Still suspecting about the lottery every end of month he incited the newsroom to no avail Who is man enough to uncover the unfairness of the soccer lottery 10 During another trip to Brasilia he asked again to see the winning tickets This time some were shown One put a triple bet in games other people would try to guess Kfouri told later Corinthians x Juventus triple Flamengo x Olaria triple Vasco x Botafogo Vasco Atletico PR x Coritiba Coritiba Inter x Livramento triple That s impossible They play the triple bet in easy games and simple bets in hard ones There s something strange going on here 11 The day after commenting about his suspicions in the newsroom he found a volunteer for the task Sergio Martins Kfouri gave him a one year deadline rigorously met on issue 648 dated October 22 1982 an extensive story was published on the case denouncing corruption and match fixing None of the 125 people named among them players directors referees managers and celebrities was arrested The lottery lost credibility 12 which was never recovered again Ironically Placar sales were also negatively affected by the piece since many readers bought the magazine exactly for its weekly lottery analysis End of weekly editions Edit Other efforts were made to try and reach new audiences such as in 1984 when the magazine opened a larger room for sports other than football The experience lasted from April to November when the other sports along with the slogan All sports Todos os esportes were dropped from the cover and started to receive less attention from the magazine In September 1985 for the 800th edition the traditional Tabelao section with the listing of local boxscores and results from abroad was removed because it was deemed too expensive 13 One year later in September 1986 the section made its comeback after protests of over 600 readers 14 by mail and phone At first the section covered just the 1986 Brazilian League 15 but later gradually it was extended to other tournaments With stagnated sales numbers since 1985 16 another effort was made in 1988 with a bigger format less pages and a cheaper paper in a phase known as Placar Mais In the outset it became Abril s best selling magazine even though it turned a loss if too many copies were sold hence a limit was set 13 The good times didn t last long though since the magazine never sold many ad pages The fatal blow came with the Brazilian flop in the 1990 World Cup that was aggravated by the terrible campaigns of the bigger teams in the 1990 Paulista League small clubs Bragantino and Novorizontino made the finals that year and the controversial finals of the Carioca League the title was decided in the courts Placar always turned a profit with commemorative editions of titles but that year this option wasn t available and Abril decided to stop investing in a weekly football magazine 17 After years of bad results between 1979 and 1995 the magazine s results were in the black for just three years cuts were made in the newsroom 18 and the magazine was no longer published weekly Just one year earlier the letter from the editor of the 1 000th issue stated that Placar reached that milestone healthy and with average sales of 127 000 copies 19 Thematic editions Edit A special about Pele s 50th birthday had sales of 99 700 of the 100 000 copies that were printed 20 The special edition even earned Placar an Esso Prize the third the magazine has won 21 The success of that edition made Kfouri propose that Abril kept a line of thematic magazines with a small newsroom Abril approved the idea as long as there was no periodicity but the timetable for 1991 called for 12 issues We made the 12 recalled Kfouri No one mentioned the magazine as Placar Abril s monthly football magazine but it was a fact that it was monthly And its results began to live in the black ink 17 The only months when there was no numbered editions were December 1993 July 1994 August 1994 and February 1995 The magazine maintained its critic position of the Brazilian football brass which made the president of Federacao Paulista de Futebol Eduardo Jose Farah deny the publication s photographers entrance on the field for the 1991 Brazilian League finals between Bragantino and Sao Paulo in Braganca Paulista 22 During the 1994 World Cup special editions were launched after every game the Brazil national team played They were produced directly in Brazil with inferior paper but the sales weak for the first edition grew steadily after each game Starting with the fourth special edition the sales were satisfactory and the commemorative edition after the title sold over 500 000 copies 13 The series produced a profit of 500 000 dollars 23 This was the era when the magazine had its higher figure for a price in August 1993 it cost 290 000 cruzeiros reais 13 Futebol sexo e rock n roll Edit The success generated by the 1994 World Cup editions and the Brazilian victory itself triggered big changes starting April 1995 just after the magazine celebrated its 25th anniversary Those changes included the exits of every journalist of the newsroom except Manoel Coelho and Paulo Vinicius Coelho 24 Approximately 1 million dollars were invested with young adults as a target 25 The new slogan would be Futebol sexo e rock n roll Football Sex and Rock n Roll The format was also changed to 27 5 cm x 35 8 cm 3 and for the first time in its history Placar sold subscriptions 25 American designer Roger Black was charged with the graphical project The first edition of the new phase with Edmundo as cover athlete sold 350 000 copies 26 Just a few months later Kfouri left Placar and Abril because of interferences by the brass with the magazine To Abril it was not interesting to denounce Brazilian soccer brass in a pullout that circulated with the monthly editions because it feared for the TV contracts TVA also from Abril had 27 Roberto Civita Abril s president offered Kfouri the name of the magazine for a price since Placar didn t turn a profit and the publisher would also get rid of the possibility of being sued again but the negotiations didn t go any further 28 During the next few years a few visual such as yet another new format to 22 6 cm 29 9 cm in 1996 3 and content football once again was the main theme adjustments were made During the 1998 World Cup Placar again published special editions after each Brazilian game but this time many professionals were sent to host country France even the page design was made there The huge costs and the sagging sales compared to the previous World Cup made for a flop Second weekly phase and current format Edit Once again Placar was being published sporadically albeit in a larger quantity than the previous sporadic period in 1990 Each special even the simultaneous ones was numbered But in May 2003 the magazine was back to a monthly periodicity and the specials no longer followed the numbering In March 2008 an article about TV color man and former player Casagrande s internment raised a controversy 29 with journalists defending and criticizing 30 the magazine s posture Bola de Prata EditMain article Bola de Ouro Bola de Prata is an annual award given by Placar to the Campeonato Brasileiro Serie A best players from each position Each player is given a rating after every match they play The players with highest average rating from each position are awarded the Bola de Prata The player with highest average rating overall is awarded the Bola de Ouro Notes Edit Camilla Amaral October 12 2009 The Abril Group and Veja leaders in the Brazilian publishing market In a Global Retrieved August 6 2015 Revista Placar e vendida por Grupo Abril Maquina do Esporte in Portuguese Retrieved June 11 2016 a b c 38 anos da Placar Archived August 4 2008 at the Wayback Machine Placar com br March 31 2008 Placar o iniciador da revolucao Fausto Neto Placar number 31 Editora Abril October 16 1970 p 36 Entrevista com Juca Kfouri Archived February 19 2009 at the Wayback Machine September 28 2007 p 4 O garoto do Placar Placar number 115 May 26 1972 Editora Abril p 17 Paulo Vinicius Coelho Jornalismo Esportivo Editora Contexto 2003 p 98 Carlos Alencar Juca Kfouri O Militante da Noticia Imprensa Oficial do Estado de Sao Paulo 2006 p 45 Carlos Alencar Juca Kfouri O Militante da Noticia Imprensa Oficial do Estado de Sao Paulo 2006 p 49 Carlos Alencar Juca Kfouri O Militante da Noticia Imprensa Oficial do Estado de Sao Paulo 2006 p 51 Carlos Alencar Juca Kfouri O Militante da Noticia Imprensa Oficial do Estado de Sao Paulo 2006 p 53 Placar issue 1032 A Editora Abril March 1990 p 55 a b c d Entrevista com Juca Kfouri Archived February 19 2009 at the Wayback Machine September 28 2007 p 5 Placar number 858 Editora Abril November 3 1986 p 15 Placar number 850 Editora Abril 8 de setembro de 1986 p 15 Paulo Vinicius Coelho Jornalismo Esportivo Editora Contexto 2003 p 84 a b Entrevista com Juca Kfouri Archived February 19 2009 at the Wayback Machine September 28 2007 p 2 Carlos Alencar Juca Kfouri O Militante da Noticia Imprensa Oficial do Estado de Sao Paulo 2006 pp 44 45 Placar number 1 000 Editora Abril August 1989 p 3 Carlos Alencar Juca Kfouri O Militante da Noticia Imprensa Oficial do Estado de Sao Paulo 2006 page 104 Placar number 1 101 Editora Abril March 1995 p 48 Clubes aprovam Paulistao 2002 Estadao com br December 26 2001 Paulo Vinicius Coelho Jornalismo Esportivo Editora Contexto 2003 p 104 Paulo Vinicius Coelho Jornalismo Esportivo Editora Contexto 2003 p 52 a b A Placar esta de cara nova Gazeta Mercantil 4 April 1995 p C 7 Entrevista com Juca Kfouri Archived February 19 2009 at the Wayback Machine September 28 2007 p 3 Carlos Alencar Juca Kfouri O Militante da Noticia Imprensa Oficial do Estado de Sao Paulo 2006 ppp 110 111 Carlos Alencar Juca Kfouri O Militante da Noticia Imprensa Oficial do Estado de Sao Paulo 2006 p 112 Casao fim Archived June 3 2008 at the Wayback Machine Alberto Helena Jr Blog do Helena April 1 2008 Sociedade nao precisa saber da vida de Casao Ubiratan Leal Balipodo April 3 2008External links Edit in Portuguese Official website Retrieved from https en wikipedia org w index php title Placar amp oldid 1152500780, wikipedia, wiki, book, books, library,

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