Frias and Caldeira became, respectively, CEO and COO of the company, and started their tenure by seeking to balance the newspaper's financial position. Frias chose scientist José Reis, one of the leading lights in the Brazilian Association for the Advancement of Science (SBPC), as newsroom head, and also hired Cláudio Abramo, the journalist credited with the successful updating of rival "O Estado de S. Paulo". Abramo would take Reis' place and form a productive working partnership with Frias that extended for more than 20 years. In 1964, Folha de S.Paulo supported the coup that overthrew President João Goulart, and his replacement by a military junta; the military role would be only temporary—or so at least it was thought.