A newsstand, newsstand, newsstand or newsstand is a stand usually set up on a sidewalk or other public place and is primarily dedicated to selling newspapers and magazines. It is run by a newspaper seller, also called diariero in some countries such as Uruguay and Argentina.[1].
The newsstand
From a constructive-legal point of view, newsstand is currently understood as a fixed construction with an approximate surface area of about six square meters located preferably on public roads and intended essentially for the sale of newspapers and magazines; This concept is linked to the meaning of the word in its second meaning, according to the dictionary of the Royal Spanish Academy. Its design and construction and aesthetic characteristics appear regulated in the urban planning regulations or in the specific ordinance (regulatory norm) (kiosk ordinance) that the City Councils approve for this purpose. Given that, in general, kiosks are located in public spaces, their installation and operation requires prior municipal authorization (this is what is legally called “administrative concession”). Although less frequently, it is also possible to install news kiosks in privately owned areas, which does not exempt them from complying with the construction or aesthetic conditions generally regulated by the City Councils within the framework of the general design of street furniture. To this end, the aforementioned regulations establish the specific requirements and characteristics that this type of construction must meet; among which it is worth highlighting, as an example, the following:.
Origin and transformations
To the extent that the newsstand is a link in the chain that unites the edition of the written press and the end user (the reader), its origin and evolution is a tributary of the transformations (sociological and technological) operated in the history of the written press and in society in general.
Regardless of remote antecedents (from the birth of writing, in 4000 BC to the appearance, at the end of the century, of the written press in the form of "loose sheets"), from the moment in which mass printing of news and commercial advertisements technically appears (publication of large newspapers such as the , in 1777 and , in England in 1785), the need arises for an agent who physically takes the newspaper to the client. or reader.
Kiosk Ordinance
Introduction
A newsstand, newsstand, newsstand or newsstand is a stand usually set up on a sidewalk or other public place and is primarily dedicated to selling newspapers and magazines. It is run by a newspaper seller, also called diariero in some countries such as Uruguay and Argentina.[1].
The newsstand
From a constructive-legal point of view, newsstand is currently understood as a fixed construction with an approximate surface area of about six square meters located preferably on public roads and intended essentially for the sale of newspapers and magazines; This concept is linked to the meaning of the word in its second meaning, according to the dictionary of the Royal Spanish Academy. Its design and construction and aesthetic characteristics appear regulated in the urban planning regulations or in the specific ordinance (regulatory norm) (kiosk ordinance) that the City Councils approve for this purpose. Given that, in general, kiosks are located in public spaces, their installation and operation requires prior municipal authorization (this is what is legally called “administrative concession”). Although less frequently, it is also possible to install news kiosks in privately owned areas, which does not exempt them from complying with the construction or aesthetic conditions generally regulated by the City Councils within the framework of the general design of street furniture. To this end, the aforementioned regulations establish the specific requirements and characteristics that this type of construction must meet; among which it is worth highlighting, as an example, the following:.
Origin and transformations
To the extent that the newsstand is a link in the chain that unites the edition of the written press and the end user (the reader), its origin and evolution is a tributary of the transformations (sociological and technological) operated in the history of the written press and in society in general.
Journal de Paris
The Times
Initially, this function is carried out personally and on an itinerant basis by the “newspaper seller”, whose image walking the streets and shouting the newspaper's headline or the latest news, is in our collective imagination, essentially through multiple films. This function is carried out in a historical and social context characterized by the existence of few newspapers, with few pages and with a small reading population (mid-century, press for elites); circumstances, all of them, that make the dissemination or sale of the newspaper viable through human means (the seller) and without the need for complex material, organizational and technical structures. The function of the seller is to offer the newspaper on the street itself, or even by delivering it to homes, to a limited number of people potentially interested in purchasing it (what today we would call “a small market”).
From a general and very synthetic perspective, it can be stated that the history of the written press is the history of its progressive massification or popularization, this history being what generates the need that gives rise to the emergence of the newsstand in the terms that have been defined above.
Thus, after the initial stage in which the newspaper seller was looking for the client, a triple relevant circumstance occurs: on the one hand, the number of publications and the number of their pages increases (this in turn is due to technological improvements in the printing and editing processes); On the other hand, the scope of readers and the social strata interested in purchasing and reading the press expands (at the basis of this process is the general increase in the standard of living and education of citizens, which allows them to access an activity - reading newspapers - previously limited to the elites); and finally, editors maximize the economic profit margin linked to advertising and use the power of influence in society that the written press grants (to the point that in political science and sociology the category the fourth power has been coined to define this phenomenon). The triple circumstance to which we have just alluded begins to make the traditional sale (personal and traveling) of the newspaper difficult. This drives the concentration of the sale or distribution of newspapers in fixed points characterized by a significant traffic of people who are facilitated in purchasing the product. At this turning point we can historically locate, and from a functional point of view, the origin of the newsstand in a contemporary sense. From this stage onwards, the kiosk emerged as a fixed construction (at first light and very precarious) intended for the sale of newspapers and magazines to the public. A construction or space capable of housing, and protecting from inclement weather, both the multiplicity of written or graphic products (newspapers, magazines, books, postcards, etc.) generated by the written media industry,[2] aimed at supplying varied products to an increasingly broad clientele, as well as to the seller himself. Well, in the process that we are describing, there was an extension of the potential readers (going from well-to-do and cultured men, to members of all social classes, to women and children[3]) and the development and specialization of publications (going from the traditional news newspaper to illustrated magazines and, in general, to specialized publications).
The process of specialization of the press could be placed between 1840 and 1914, a period in which freedom of the press facilitated the appearance of a multitude of publications. From the general news newspapers, new topics that we know and that continue to be in force progressively emerged - as the population with educational and economic access to reading increased -: economic, sports, sensational, gossip, children's and other genre press (science, history, motor, new technologies...); all of them dedicated to a specific audience and with the aim of interesting the greatest possible number of clients. Well, it should not be forgotten that the majority of publications, even if their subject matter is different, belong to the same editorial group "Editorial (company)"),[4] and that through the specificity of the topics and attracting the largest possible number of readers, it increases its market in the search for business profit. These concepts (“diversification”, “thematic specialization”, etc.) are part of what is called “marketing strategy” of publishing groups.
Evolution of technological systems
At the beginning of the century, the first stalls dedicated to selling newspapers emerged, at first light and precarious, usually consisting of a wooden table located in busy places (large avenues, market entrances, parks, squares, etc.). These first stalls soon evolve into slightly more elaborate fixed constructions, which allow both the publications and the seller themselves to be housed and protected from inclement weather. Next, the exhibitors appear that evolve from the simple table to shelves, supports, enclosures in the form of showcases, opening display doors, display boxes to advertising supports. All these elements contribute to the sale of the product, since if it is not “shown”, it does not exist for the buyer and therefore it is not sold.
But also, in a kiosk we can find technological systems that have been developed over time based on technical advances. The cash register, the facilities (light and telephone), the tobacco machine, the refrigerator and the ice cream freezer have been determining: on the one hand, the minimum space necessary for the interior of the kiosk; and on the other, the merchandise that can be stored and sold therein.
The awning, in addition to contributing to the thermal comfort of the seller, also provides shelter to buyers on rainy days or days of incessant sun, thus making it easier for them to purchase; and also acts as an attraction or icon of the kiosk for passers-by.
For some years now, in certain kiosks, computers have also begun to be implemented as an instrument to help in business management, in addition to a variety of electronic devices that perform specific tasks such as recharging mobile phones or transport passes.
In some countries, such as Venezuela, newsstands have evolved to the point that they sell not only newspapers, magazines, snacks and sweets, but also serve as lottery agencies and in some cases have technological equipment to recharge mobile phones. However, the shortage of material for the written press has put them in check.[5].
Newsstand function
In line with what was stated in the previous section, the newsstand is part of a broader concept that can be called “point of sale”. Currently, the “point of sale” has extraordinarily expanded its scope in the wake of the massification of consumption; In this way, new “points of sale” appear in almost all public spaces that have a high level of concentration or traffic of people (airports or stations, large commercial areas, etc.), however, the news kiosk, inserted in the urban landscape, continues to maintain an important level of implementation in all developed societies, to the extent that it continues to be present in public squares and roads and, therefore, is accessible to all people, regardless of the social stratum to which they belong; and also, to some extent, to fulfill a certain function of “interpersonal relationship” or “meeting point.” It is not difficult to empirically verify how, in addition to buying the newspaper, the people who go to the kiosk greet its owner or other neighbors who are carrying out the same social activity, comment on the latest sports result or criticize the progress of the renovation works in the neighborhood, thus generating a complex network of contacts and interpersonal communications that contributes to supporting the public life of the area or city (thus connecting the kiosk with its most remote origin as a construction located in the square, and intended for demonstrations. public-cultural, such as music, mime, or even oral discourse itself; in short, the kiosk as an element of the agora or public forum, to which its etymological root refers).
In that sense, it is also worth noting how the location of the kiosk usually occupies strategic places in the neighborhood or cities that end up catalyzing part of the social relations in the area; and paradoxically they serve as an instrument of communication between this purely local sphere and the global sphere of communication (the latter, generally, in a uniquely unidirectional sense; although some publications, regardless of their subject matter, contain specific sections that encourage the reader's communication with the rest of the community, a paradigm of which is the traditional letters to the editor section), through the acquisition of the written press that reports on events that have occurred around the world (global sphere of communication). Continuing with this idea, the kiosk, through the sale of products related to ideas and/or hobbies, encourages the creation of communities or groups of united readers (affinities), through said publications, due to the ideas, activities, and content disseminated.
Furthermore, it should be noted that the confluence of facts that define the kiosk as a “point of sale” in the middle of the street and as a “meeting point” for citizens, and the fact that it is located in places with high traffic of people, make it a more than adequate advertising medium. Beyond the spaces intended for purely advertising uses (showcases with advertisements in the form of posters, etc.), and conveniently regulated by the kiosk ordinance of each city, brands give priority to the display of products in the kiosk over the sale of them, since the simple fact that people can see the merchandise generates demand. For all this reason, kiosks tend to become small shop windows located in privileged places that try to capture the attention of the citizen, and that also offer them the immediate possibility of purchasing the products at that same moment and in that same place (“immediacy that satisfies the impulse to purchase”).
Business and communication
Beyond the definition of the kiosk being adequate as a link in the chain that unites the edition of the newspaper with the reader and, therefore, that contributes to the dissemination of communication and culture, the truth is that the newsstand is also, if not essentially, the physical environment in which a strictly commercial activity is carried out (sale of merchandise in exchange for a price), which decisively conditions its location, its construction characteristics, and its offer.
In that sense, we have already indicated that the choice of location is defined by the high customer potential (very crowded places or places with intense traffic of people); The construction characteristics have been adapted to the progressive qualitative and quantitative transformations of the written press media, going from the simple table or counter to the current closed constructions (except in the façade open to the public) capable of displaying and storing stocks of a multiplicity of publications (monthly magazines, weeklies, newspapers, collectibles, etc.).
But it is crucial to emphasize that the newsstand, in the search for profit, inherent to commercial activity, has also experienced decisive transformations in the range of products that constitute its offer. The cinematographic image that we mentioned at the beginning of the young seller of copies of a newspaper is far away. Currently, the news kiosk offers, in the environment of its central product (written publications), all types of written communication media, including books and audiovisual media linked to the market strategy of newspapers and magazines; It also includes small everyday goods (candy, batteries, soft drinks, ice cream, etc.) connected to secondary needs. In short, a range of products is offered with a similar cost to that which constitutes the essential activity and suitable to be acquired in the act (daily and regular) of buying the newspaper. All these small merchandises, which were not originally part of the main activity, are currently acquiring great relevance, since the increase in the means of disseminating information and entertainment (radio, television and the Internet) generates the expectation of an eventual significant decrease in readers of the written press. Therefore, these merchandise are, to a large extent, a stabilizer of supply that allows the kiosk owner to continue with his professional activity, allowing him to compensate for the decrease in the sale of his traditional product.
The search for profit, to which we have been alluding, is being strongly conditioned by the revolution in written media that we are witnessing based on new information technologies; This question, which is part of the broader debate on the future of the written press, whose analysis goes beyond the limits of this article. But nevertheless, it is worth observing how this process of transformation in the information media (from paper printing to digital printing) is beginning to find a response in the offer and characteristics, constructive and technical, of news kiosks. For these purposes, it is worth noting that pilot experiences have already been carried out in news kiosks in Madrid,[6] and in other cities around the world, with the aim of converting the kiosk into a Wi-Fi network link point in such a way that wireless Internet connection is possible within the perimeter of the kiosk for users of media (e.g. third generation mobile phones) with this service. It should not be ruled out that we will soon see new technological devices (e-books, etc.) on the exhibitors or at the kiosk counter that allow access to the digital editions of newspapers and, in general, the dissemination of written information, as well as the offer of complementary services that make this possible (mobile cards, recharge services, etc.).
[2] ↑ Paralelamente se produce el proceso de división del trabajo propio de la industrialización de los medios de prensa escrita (de los periódicos) que lleva a la implantación de un proceso específico de distribución, encargado, mediante una compleja red de instrumentos personales y materiales, de llevar el periódico desde el taller de impresión hasta el punto de venta o kiosco.
[3] ↑ En España, el primer número que abrió el camino a lo que hoy denominamos prensa rosa o prensa del corazón apareció en 1944 (revista ¡HOLA!); y las primeras publicaciones infantiles (tebeos) datan de 1950.
[4] ↑ Al finalizar la segunda guerra mundial, aparecen los grandes grupos editoriales europeos. En España el grupo editorial y multimedia más antiguo y que continúa en activo es el Grupo PRISA fundado en 1972 y al que pertenecen el diario de información general El País, el periódico especializado en información deportiva Diario As y el especializado en información económica Cinco Días. Si atendemos, no al grupo editorial, sino al periódico, en España el más antiguo es el periódico La Vanguardia fundado en 1881 por los hermanos Godó.
Regardless of remote antecedents (from the birth of writing, in 4000 BC to the appearance, at the end of the century, of the written press in the form of "loose sheets"), from the moment in which mass printing of news and commercial advertisements technically appears (publication of large newspapers such as the Journal de Paris, in 1777 and The Times, in England in 1785), the need arises for an agent who physically takes the newspaper to the client. or reader.
Initially, this function is carried out personally and on an itinerant basis by the “newspaper seller”, whose image walking the streets and shouting the newspaper's headline or the latest news, is in our collective imagination, essentially through multiple films. This function is carried out in a historical and social context characterized by the existence of few newspapers, with few pages and with a small reading population (mid-century, press for elites); circumstances, all of them, that make the dissemination or sale of the newspaper viable through human means (the seller) and without the need for complex material, organizational and technical structures. The function of the seller is to offer the newspaper on the street itself, or even by delivering it to homes, to a limited number of people potentially interested in purchasing it (what today we would call “a small market”).
From a general and very synthetic perspective, it can be stated that the history of the written press is the history of its progressive massification or popularization, this history being what generates the need that gives rise to the emergence of the newsstand in the terms that have been defined above.
Thus, after the initial stage in which the newspaper seller was looking for the client, a triple relevant circumstance occurs: on the one hand, the number of publications and the number of their pages increases (this in turn is due to technological improvements in the printing and editing processes); On the other hand, the scope of readers and the social strata interested in purchasing and reading the press expands (at the basis of this process is the general increase in the standard of living and education of citizens, which allows them to access an activity - reading newspapers - previously limited to the elites); and finally, editors maximize the economic profit margin linked to advertising and use the power of influence in society that the written press grants (to the point that in political science and sociology the category the fourth power has been coined to define this phenomenon). The triple circumstance to which we have just alluded begins to make the traditional sale (personal and traveling) of the newspaper difficult. This drives the concentration of the sale or distribution of newspapers in fixed points characterized by a significant traffic of people who are facilitated in purchasing the product. At this turning point we can historically locate, and from a functional point of view, the origin of the newsstand in a contemporary sense. From this stage onwards, the kiosk emerged as a fixed construction (at first light and very precarious) intended for the sale of newspapers and magazines to the public. A construction or space capable of housing, and protecting from inclement weather, both the multiplicity of written or graphic products (newspapers, magazines, books, postcards, etc.) generated by the written media industry,[2] aimed at supplying varied products to an increasingly broad clientele, as well as to the seller himself. Well, in the process that we are describing, there was an extension of the potential readers (going from well-to-do and cultured men, to members of all social classes, to women and children[3]) and the development and specialization of publications (going from the traditional news newspaper to illustrated magazines and, in general, to specialized publications).
The process of specialization of the press could be placed between 1840 and 1914, a period in which freedom of the press facilitated the appearance of a multitude of publications. From the general news newspapers, new topics that we know and that continue to be in force progressively emerged - as the population with educational and economic access to reading increased -: economic, sports, sensational, gossip, children's and other genre press (science, history, motor, new technologies...); all of them dedicated to a specific audience and with the aim of interesting the greatest possible number of clients. Well, it should not be forgotten that the majority of publications, even if their subject matter is different, belong to the same editorial group "Editorial (company)"),[4] and that through the specificity of the topics and attracting the largest possible number of readers, it increases its market in the search for business profit. These concepts (“diversification”, “thematic specialization”, etc.) are part of what is called “marketing strategy” of publishing groups.
Evolution of technological systems
At the beginning of the century, the first stalls dedicated to selling newspapers emerged, at first light and precarious, usually consisting of a wooden table located in busy places (large avenues, market entrances, parks, squares, etc.). These first stalls soon evolve into slightly more elaborate fixed constructions, which allow both the publications and the seller themselves to be housed and protected from inclement weather. Next, the exhibitors appear that evolve from the simple table to shelves, supports, enclosures in the form of showcases, opening display doors, display boxes to advertising supports. All these elements contribute to the sale of the product, since if it is not “shown”, it does not exist for the buyer and therefore it is not sold.
But also, in a kiosk we can find technological systems that have been developed over time based on technical advances. The cash register, the facilities (light and telephone), the tobacco machine, the refrigerator and the ice cream freezer have been determining: on the one hand, the minimum space necessary for the interior of the kiosk; and on the other, the merchandise that can be stored and sold therein.
The awning, in addition to contributing to the thermal comfort of the seller, also provides shelter to buyers on rainy days or days of incessant sun, thus making it easier for them to purchase; and also acts as an attraction or icon of the kiosk for passers-by.
For some years now, in certain kiosks, computers have also begun to be implemented as an instrument to help in business management, in addition to a variety of electronic devices that perform specific tasks such as recharging mobile phones or transport passes.
In some countries, such as Venezuela, newsstands have evolved to the point that they sell not only newspapers, magazines, snacks and sweets, but also serve as lottery agencies and in some cases have technological equipment to recharge mobile phones. However, the shortage of material for the written press has put them in check.[5].
Newsstand function
In line with what was stated in the previous section, the newsstand is part of a broader concept that can be called “point of sale”. Currently, the “point of sale” has extraordinarily expanded its scope in the wake of the massification of consumption; In this way, new “points of sale” appear in almost all public spaces that have a high level of concentration or traffic of people (airports or stations, large commercial areas, etc.), however, the news kiosk, inserted in the urban landscape, continues to maintain an important level of implementation in all developed societies, to the extent that it continues to be present in public squares and roads and, therefore, is accessible to all people, regardless of the social stratum to which they belong; and also, to some extent, to fulfill a certain function of “interpersonal relationship” or “meeting point.” It is not difficult to empirically verify how, in addition to buying the newspaper, the people who go to the kiosk greet its owner or other neighbors who are carrying out the same social activity, comment on the latest sports result or criticize the progress of the renovation works in the neighborhood, thus generating a complex network of contacts and interpersonal communications that contributes to supporting the public life of the area or city (thus connecting the kiosk with its most remote origin as a construction located in the square, and intended for demonstrations. public-cultural, such as music, mime, or even oral discourse itself; in short, the kiosk as an element of the agora or public forum, to which its etymological root refers).
In that sense, it is also worth noting how the location of the kiosk usually occupies strategic places in the neighborhood or cities that end up catalyzing part of the social relations in the area; and paradoxically they serve as an instrument of communication between this purely local sphere and the global sphere of communication (the latter, generally, in a uniquely unidirectional sense; although some publications, regardless of their subject matter, contain specific sections that encourage the reader's communication with the rest of the community, a paradigm of which is the traditional letters to the editor section), through the acquisition of the written press that reports on events that have occurred around the world (global sphere of communication). Continuing with this idea, the kiosk, through the sale of products related to ideas and/or hobbies, encourages the creation of communities or groups of united readers (affinities), through said publications, due to the ideas, activities, and content disseminated.
Furthermore, it should be noted that the confluence of facts that define the kiosk as a “point of sale” in the middle of the street and as a “meeting point” for citizens, and the fact that it is located in places with high traffic of people, make it a more than adequate advertising medium. Beyond the spaces intended for purely advertising uses (showcases with advertisements in the form of posters, etc.), and conveniently regulated by the kiosk ordinance of each city, brands give priority to the display of products in the kiosk over the sale of them, since the simple fact that people can see the merchandise generates demand. For all this reason, kiosks tend to become small shop windows located in privileged places that try to capture the attention of the citizen, and that also offer them the immediate possibility of purchasing the products at that same moment and in that same place (“immediacy that satisfies the impulse to purchase”).
Business and communication
Beyond the definition of the kiosk being adequate as a link in the chain that unites the edition of the newspaper with the reader and, therefore, that contributes to the dissemination of communication and culture, the truth is that the newsstand is also, if not essentially, the physical environment in which a strictly commercial activity is carried out (sale of merchandise in exchange for a price), which decisively conditions its location, its construction characteristics, and its offer.
In that sense, we have already indicated that the choice of location is defined by the high customer potential (very crowded places or places with intense traffic of people); The construction characteristics have been adapted to the progressive qualitative and quantitative transformations of the written press media, going from the simple table or counter to the current closed constructions (except in the façade open to the public) capable of displaying and storing stocks of a multiplicity of publications (monthly magazines, weeklies, newspapers, collectibles, etc.).
But it is crucial to emphasize that the newsstand, in the search for profit, inherent to commercial activity, has also experienced decisive transformations in the range of products that constitute its offer. The cinematographic image that we mentioned at the beginning of the young seller of copies of a newspaper is far away. Currently, the news kiosk offers, in the environment of its central product (written publications), all types of written communication media, including books and audiovisual media linked to the market strategy of newspapers and magazines; It also includes small everyday goods (candy, batteries, soft drinks, ice cream, etc.) connected to secondary needs. In short, a range of products is offered with a similar cost to that which constitutes the essential activity and suitable to be acquired in the act (daily and regular) of buying the newspaper. All these small merchandises, which were not originally part of the main activity, are currently acquiring great relevance, since the increase in the means of disseminating information and entertainment (radio, television and the Internet) generates the expectation of an eventual significant decrease in readers of the written press. Therefore, these merchandise are, to a large extent, a stabilizer of supply that allows the kiosk owner to continue with his professional activity, allowing him to compensate for the decrease in the sale of his traditional product.
The search for profit, to which we have been alluding, is being strongly conditioned by the revolution in written media that we are witnessing based on new information technologies; This question, which is part of the broader debate on the future of the written press, whose analysis goes beyond the limits of this article. But nevertheless, it is worth observing how this process of transformation in the information media (from paper printing to digital printing) is beginning to find a response in the offer and characteristics, constructive and technical, of news kiosks. For these purposes, it is worth noting that pilot experiences have already been carried out in news kiosks in Madrid,[6] and in other cities around the world, with the aim of converting the kiosk into a Wi-Fi network link point in such a way that wireless Internet connection is possible within the perimeter of the kiosk for users of media (e.g. third generation mobile phones) with this service. It should not be ruled out that we will soon see new technological devices (e-books, etc.) on the exhibitors or at the kiosk counter that allow access to the digital editions of newspapers and, in general, the dissemination of written information, as well as the offer of complementary services that make this possible (mobile cards, recharge services, etc.).
[2] ↑ Paralelamente se produce el proceso de división del trabajo propio de la industrialización de los medios de prensa escrita (de los periódicos) que lleva a la implantación de un proceso específico de distribución, encargado, mediante una compleja red de instrumentos personales y materiales, de llevar el periódico desde el taller de impresión hasta el punto de venta o kiosco.
[3] ↑ En España, el primer número que abrió el camino a lo que hoy denominamos prensa rosa o prensa del corazón apareció en 1944 (revista ¡HOLA!); y las primeras publicaciones infantiles (tebeos) datan de 1950.
[4] ↑ Al finalizar la segunda guerra mundial, aparecen los grandes grupos editoriales europeos. En España el grupo editorial y multimedia más antiguo y que continúa en activo es el Grupo PRISA fundado en 1972 y al que pertenecen el diario de información general El País, el periódico especializado en información deportiva Diario As y el especializado en información económica Cinco Días. Si atendemos, no al grupo editorial, sino al periódico, en España el más antiguo es el periódico La Vanguardia fundado en 1881 por los hermanos Godó.