Diário Gaúcho, also called DG, was the first newspaper of Rio Grande do Sul to position itself as a newspaper for the popular segment. Today 61% of DG readers belong to Class C. When launched in 2000, thousands of people who did not have the habit of reading newspapers entered the readership market. In developing this segment, DG showed its relevance, and has now become the 2nd most widely read newspaper in southern Brazil. With an average circulation of 130,000 copies per day, it is the 7th newspaper in circulation in Brazil and the 3rd most widely read popular newspaper in the country.
Focusing on services and promotions, it gains the loyalty of its readers through Junte e Ganhe and Junte e Pague. The first awards readers who collect 70 numbered seals, which are printed daily in the newspaper, with mostly domestic use products. The latter provides access to quality products and recognized brands at affordable prices.
Diário Gaúcho has a very close and collaborative relationship with its readers. Since launch, it publishes problems reported by the population every day, and has sections exclusively dedicated to relationship with its readers, where it is possible for them to find loving companions, offer work, and have their photos published in the newspaper.
DG has achieved high digital relevance in recent years. In 2016, it had more than 120 million hits on the website, with 330,000 daily hits on average, and it has 400,000 likes on its Facebook page. In addition, it has more than 18,000 readers registered in the editorial office’s WhatsApp and 60,000 registered readers in the promotions database, thus generating a large relationship base by phone and e-mail, and further strengthening the ties between the newspaper and its audience.