Media’s search for growth As São Paulo’s notorious rush hour grinds into gear, a radio presenter at Mitsubishi FM clicks play on Rod Stewart’s ‘Maggie May’, and prepares for a discussion with listeners called, ‘Is your dad 4x4?’
The radio station is funded by, and named after, the Japanese carmaker known for its 4x4s and is an example of Brazil’s culture of branding things from soap operas to pop concerts.
