AD_MAGAZINE_346

5 » EDITORIAL AutoData | July 2018 Marcos Rozen, Editor Respect for the reader is not negotiable I n this section we said more than once that the reader is our number one priority, and to prove that we are not paying lip service we sometimes reveal some things behind the scenes of our work. Now, this is the case again. When we request interviews with executives of companies in the automotive sector to produce our news reports, sometimes, as an exception, there is as a request by the respective commu- nication department to have them done by e-mail, instead of a face-to-face or telephone conversation when it is not possible for the source to attend our request on the available time. This exception, however, eventually ended up as a rule. In many cases, even the executives themselves did not even know that they were searched by us: in a lazy office routine, many press offices began to impose interviews only by e-mail, which they themselves answered naively believing that, this way, would have greater control over the responses and, therefore, about what would be published. In this way they have usurped their execu- tives’ right of opinion. As an internal formula they started replacing the understandings of their spirited professionals with ready-made statements, usually shallow, insipid and pasteurized, such as “we create solutions that fully attend the needs of our customers with all quality and tech- nology”, which can be used to define from an automotive manu- facturer to a factory of homemade ice cream sold in a beach cart. This, of course, ended up undermining the quality of our texts and, consequently, the information we passed on to readers. And in this month lived in an absolutely unusual situation: a press office had the audacity of changing deliberately the questions we had formulated so that the answers would fit better with those they intended to convey. Faced with such a situation, and in total respect to the reader, AutoData has decided that our editorial staff will no longer accept interviews by e-mail with our journalists: only by phone or in person. We are sure that this way will better fulfill our mission of not only informing but also providing and presenting contents that guide important discussions and decisions on the issues that afflict the national automotive sector. Is it interesting to whom, after all, to suppress what our exe- cutives think? Director Márcio Stéfani, publisher Editorial Board Márcio Stéfani, S Stéfani and Vicente Alessi, filho Newsroom Leandro Alves, deputy director of writing and new business, Marcos Rozen, editor Collaborated in this edition André Barros, Caio Bednarski Graphic Design/Art Romeu Bassi Neto Photos DR and disclosure Photo Cover Disclousure/Toyota Social Midia Allex Chies Commercial and advertising tel. PABX 11 5189 8900: André Martins, Érika Coleta, Luiz Giadas Subscriptions/customer service tel. PABX 11 5189 8900 Administrative and financial department Isidore Nahoum, counselor, Thelma Melkunas and Hidelbrando C de Oliveira Distribution Correios Prepress and print Eskenazi Indústria Gráfica Ltda., tel. 11 3531-7900 ISN 1415-7756 AutoData is a publication from AutoData Editora Ltda., Pascal st, 1 693, 04616- 005, Campo Belo, São Paulo, SP, Brasil. Reproduction without prior authorization is prohibited, but citation is permitted provided that the source is identi- fied. Responsible Journalist Márcio Stéfani, MTB 16 644 www.autodata.com.br AutoDataEditora autodata-editora @autodataeditora