King's College London

This article focuses on the readership of the Brazilian illustrated humour magazine, Careta, throughout its first fourteen years (1908-1922). The intention is to place Careta within its national and international context whilst addressing some of the magazine's historical aspects. Moreover, the study will shed light on the peculiarities of this important publication by comparing and contrasting it with two other magazines of the time (O Malho and Fon- Fon!) from Rio de Janeiro. I argue that Careta is one of the first examples of a cheap, well-printed magazine reaching a large nationwide and international readership on a regular basis.