This paper analyses some strategies of the weekly newspaper Flan to achieve national repercussion. It was part of the Última Hora Group, founded and directed by Samuel Wainer, and promoted Vargas government during 1953 and 1954.The newspaper might be considered as a pioneer of the cultural industry in Brazil. Many scholars have pointed out how such phenomenon increasingly emptied the public debate, by introducing the logic of merchandise production in culture. However, in its -rst steps in the country, the cultural industry seems to have favored the formation of readers, of newspapers as well as of political messages.
industrial culture; press; Flan; consumerism; politics.