More innovative than its competitor, Folha started to gain hold of the middle classes that were growing under the Brazilian "economic miracle", and became the newspaper of choice for young people and women. At the same time, it put effort into news areas that were not well covered in Brazil up to that time, like business news, sports, education and services. Folha supported the concept of a political opening and opened its pages to all opinion trends, and its news coverage adopted a more critical stance.