The article traces the development of the Folha newspaper, focusing on a significant editorial reform process that began in the 1970s and was driven by a commitment to pluralism. Founder Octavio Frias de Oliveira, who purchased the paper in 1962 alongside partner Carlos Caldeira Filho, initially focused on financial stabilization. With the company's commercial success in the early 1970s, he was able to strengthen the editorial team and pursue a clearer editorial brand.

By promoting Cláudio Abramo to editor-in-chief in 1972, Frias aimed to enhance the credibility of Folha and establish it as one of the leading media outlets in Brazil. The article highlights how this shift was critical in forming a new editorial identity and pushing for a diversity of opinions in the publication. This approach set in motion a longer process that gained increased visibility in the following decade.

The commitment to pluralism in journalism, as outlined in the article, resonates with the broader media landscape in Brazil and reflects ongoing debates about diversity and representation in the press. The strides made by Folha over the past fifty years not only speak to its transformative role in Brazilian journalism but also underscore the continued relevance of pluralistic discourse in contemporary society.