What is the Diffused Legacy of Roberto Civita, the ‘Master of Publishing’?

Unveiling the Legacy of Roberto Civita and Editora Abril’s Origins

Pedro Zambarda’s column, originally published in Storia Brasil in 2017, was republished on Medium on July 5, 2018. The column discusses Carlos Maranhão’s book, Roberto Civita, Owner of the Press, a 534-page biography that delves into Roberto Civita’s life and the history of Editora Abril. The book poses central questions: Was Roberto Civita a media baron or a fraudster, and what ultimately happened to Editora Abril? Maranhão’s biography explores not only Roberto Civita’s career but also that of his father, Victor Civita, and the broader business environment at Editora Abril. Contrary to common belief, Editora Abril was not established in 1950; it began in 1957, founded by Roberto’s uncle, Cesar Civita, Victor’s brother. Cesar established Abril in Argentina, where it was initially known as Editora Primavera, before it moved to Brazil. Its first publication was not the popular Tio Patinhas (Uncle Scrooge), but rather Raio Vermelho, a less successful Argentine comic.

Legacy of Roberto Civita and Fernando Henrique Cardoso’s Influence on Veja’s Criticism Against Lula

The book has been well-received by both industry insiders and critics. Paulo Moreira Leite, former deputy editor at Veja and current head of Brazil247, reviewed the biography, emphasizing the close relationship between Roberto Civita and Fernando Henrique Cardoso. This strong bond between Abril’s owner and the influential “Grande Tucano” (a prominent member of the PSDB party) led to Veja’s role as a platform for persistent criticism and attacks against former president Lula.

Roberto Civita’s Personal Influence Over Veja’s Editorial Shift During Military Dictatorship

Among the critical responses, Mino Carta’s article in CartaCapital magazine this January offers another perspective. Carta, while criticizing Maranhão, disclosed insights into the close ties between Roberto Civita and journalists Dorrit Harazim and Elio Gaspari. Carta asserts that he resigned from Abril to enable the publisher to secure a million-dollar loan from the Federal Economic Bank during Brazil’s military dictatorship. At that time, Veja faced intense censorship due to its anti-government stance. Roberto Civita, however, reportedly stated that Mino resigned, even likening him to “Napoleon Bonaparte” due to his authoritative style in the editorial room. Maranhão’s book claims that following Carta’s departure, Roberto Civita began to exert personal influence over Veja’s editorial direction. Roberto Civita attended only Veja and Exame editorial meetings—the publications most closely linked to power, focusing on politics and economics. The book also details the complex relationship between Civita and Carta, including rivalries with the Civita family and the mosque in the 1960s, though Carta reportedly admired Roberto and chose not to respond to his attacks. After leaving Abril, Carta founded Istoé. His earlier career included work on the sports section of Estadão and Quatro Rodas magazine. Following the assassination of Vladimir Herzog during the dictatorship, Carta became a vocal leftist, yet his stories consistently aligned with Roberto Civita’s editorial narrative.

The Legacy of Roberto Civita’s Publishing Ventures Amid Competition and Failure

Roberto Civita, a liberal figure known for his American-sounding accent, initially assembled a team of leftists for his Realidade magazine project. He eventually abandoned this venture, reportedly due to the significant scale and competition posed by Time Magazine, which boasted approximately 10,000 staff and over 50 publications. Civita, a publicist and publisher, firmly believed in maintaining a clear separation between journalism (“Church”) and advertising (“State”). However, Maranhão’s biography notably highlights Civita’s business failures. In an effort to challenge the powerful Globo TV empire and the Marinho family (allies of both dictatorship generals and democratic governments), Civita launched subscription television services, TVA and DirecTV. He anticipated these ventures would succeed like Veja subscriptions, but they ultimately resulted in substantial financial losses. Abril also held a 50% stake in what is now the UOL portal from Folha de S.Paulo, but a lack of sufficient investment meant the company missed out on the burgeoning internet market.

The Transition and Legacy of Roberto Civita’s Editora Abril in Digital Landscape and Political Controversy

As Roberto Civita approached the end of his life, he focused on digital initiatives, attempting to transition his magazines to tablets and investing heavily in a platform named Iba. This endeavor did not succeed. Veja, one of Abril’s flagship magazines, adopted an increasingly extreme stance against the Workers’ Party (PT) and the left. While this approach secured older, dedicated readers, it alienated younger audiences. Editora Abril, founded by Cesar Civita, once represented fresh, youthful journalism. However, it now faces the challenge of reinvention, still operating with outdated strategies. The legacy of Roberto Civita and Editora Abril is complex and multifaceted.

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Sophie Laurent

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