Thursday, May 25, 2017

'CARIOCA' 1 9 3 5 - 1 9 4 4

When weekly magazine 'Carioca' was 9 years old, on 28 October 1944Raimundo Magalhães Junior - its first manager - wrote an article telling how it all started in 1935

Vasco Lima, director of  daily 'A Noite' had asked him to manage a brand new weekly magazine printed in the rotogravure system they wanted to launch. The company had been successful with children's magazines like 'Tico Tico' and 'Fafazinho' and now wanted to expand with a popular magazine that catered for those who liked cinema, sports, current affairs and pop music with a dash of a variety on other subjects.  

Rita Hayworth celebrates Carioca's 10th anniversary straight from Hollywood, California.

R.Magalhães Jr. says he was given 'carte blanche' to do whatever he thought it was right.  He had previous experience having worked with 'Vida Domestica', a weekly rag belonging to 'O Malho'. As radio was becoming an important means of communication, he set up a section about this new medium which expanded as the decade wore on.

He also started a short-stories competition that brought contributions from all over Brazil and revealed new talents like Helio do Soveral who went on to write radio drama; Monteiro Filho, Emanuel Amaral, Jorge Bastos, Euclides Santos plus Ligia Fagundes who would become one of the best fiction writers in the country; Ledo Ivo who sent his short stories and poetry from Alagoas and Clarice Lispector who first translated articles into Portuguese and then wrote original material.

In 1933, I had travelled to Paraguay, Uruguay and Argentina and noticed the importance the Radio industry had achieved in those countries. There were magazines like 'Sintonia' and 'Antena' dedicated exclusively to this new medium so when I was back in Rio in February 1934, I wrote a letter to 'A Noite' directors and suggested they should think more seriously about the advertising potential of radio. I also suggested they should try and open a radio station like 'El Mundo', a Buenos Aires evening newspaper which owned Radio El Mundo and was doing excellent business.

Agnaldo Amado was one of the first reporters to work at Carioca. Later on he was instrumental in organizing the Brazilian Association of Radio (Associação Brasileira de Radio). Martins Castello also joined us. Donatello Grieco stayed with Carioca until Vasco Lima launched 'Vamos Ler' and took him as director. 

By mid 1935, we had the magazine all figured out and were just waiting for something to happen when suddenly it was announced that Clark Gable was in town. Mr. Gable had visited Argentina and was on his back to the U.S.A. when he decided to stop in Rio where he stayed about 24 hours. Most of those hours trying to evade fans and reporters eager to get a photo opportunity. So 'Carioca' was finally out in the newsstands on Saturday, 26 October 1935, with Clark Gable on the cover; our very 1st issue. 

journalist Vasco Lima (right) with Roberto Marinho (with moustache) & Roque Garneiro's daughter.
Raymundo Magalhães Junior flanked by writer Lucia Benedetti and actor Procopio Ferreira after unveiling a plaque celebrating the 200th presentation of his play 'Essa mulher é minha' at Teatro Serrador in Rio de Janeiro in 1951
'Carioca' explains what 'carioca' means - 26 October 1935

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