Abril appoints RLC for youth and popular mags

Brazil's largest publishing house Editora Abril has hired RLC to take care of the PR of its Youth and Popular divisions, which comprises some of the leading publications in Brazil, including the local editions of Playboy and Walt Disney's comic books.

RLC, which got the account through a competitive pitch, will provide media relations services for the publications. Leila Reis, one of the two directors and shareholders of RLC, will coordinate the five-strong team in charge of the account. She will report to Abril's Youth Division director Mauro Callari and Abril's Popular Division marketing manager Simone Souza.

"I believe we got the account, because we presented a specific project for each publication, a customized solution for each title," Reis said.

Playboy Brazil, which will in its August issue be celebrating its 28th anniversary, prints an average of 500,000 copies per monthly issue, which makes it the largest of Playboy's 19 international editions. Content of the Portuguese-language edition is almost entirely produced in Brazil. The Portuguese-language comic books print a total monthly average of 400,000 copies and include Mickey Mouse and Uncle Scrooge, as well as Donald Duck.

Other publications in the two divisions are Capricho (teen), Almanaque Abril (variety), Guia do Estudantes (high school students), Recreio (kids), Contigo (TV gossips), Manequim (fashion) and Faca & Venda (do-it-yourself/bricolage). They also include Usina do Som, an Internet website with music content.

RLC is a small agency based in Sao Paulo. Reis and Rui Xavier are the owners of the agency. Some of the agency's accounts are Ibope, the virtual local TV audience monopoly, and the governments of Alagoas and Mato Grosso do Sul states.

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