Jornal Flash Launched 20 Years Ago

Jornal Flash was launched in June of 2004 at the hands of Paulo Pereira and David Silva. The newspaper’s mission was to highlight the efforts of our community organizations with a major focus on soccer. Flash became a highly cherished publication in various Portuguese communities across Southern Ontario as it was distributed as far West as Strathroy and as far East as Oshawa.

David Silva and Paulo Pereira worked together at Jornal Team Desportivo for about two years. Silva was Associate Director and Pereira was the Editor. Incited by the desire to expand the coverage beyond the Greater Toronto Area, both decided to part ways from Team to start a new venture. It was a risky proposition, but their determination and vision would make it all work out.

Pereira and Silva traveled across Southern Ontario to meet with prospective collaborators and to introduce the idea of the new publication to potential advertisers. They were met with some skepticism, but they would eventually win the respect and support of the community through their commitment to the mission and the product they were able to deliver.

The inaugural edition was produced in Paulo Pereira’s basement over a sleepless weekend. On Monday, June 14, 2004, the first publication hit the major Portuguese commercial establishments across Southern Ontario. Euro-2004 had just started, but Pereira and Silva wanted to make sure they stayed true to their purpose. As such, although much of the first few editions were dedicated to the Euro, our community clubs were also covered.

Flash became so popular that it was able to move from Pereira’s basement to an office on St. Clair Avenue, near Caledonia, within two weeks.

Throughout the years, David Silva and Paulo Pereira made an effort to cover as many community games as possible, including the Toronto Soccer Association, Friendship Soccer League, Portuguese Canadian Soccer League, Toronto Services Soccer League, and Ontario Soccer League, as well as the numerous indoor competitions organized during the winter months.

They were able to assemble a fantastic group of collaborators who helped cover events and bring advertisers to the publication. One such collaborator was Tony Campos, who covered the London area. He played a crucial role in the formation of the newspaper’s relationship with the communities in that area.

Each Monday, the initial ten thousand copies printed weekly would quickly disappear from the stands. The publication had become the most important medium in the coverage of community soccer. It highlighted the efforts of every club, but also individual talent.

In 2010, as the community landscape was shifting and support for news publications started to dwindle, Silva and Pereira decided to call it a day. The newspaper had served the purpose for which it was created. The founders understood that everything needs to have an end. However, the community was not ready for Flash to cease its coverage. Both Paulo Pereira and David Silva were asked to reconsider by many in the community, but the momentum had passed. It was time to move on.

Flash newspaper had a short 7-year lifespan, but it left an indelible mark in the community media landscape. It will always be associated with our local community soccer teams and their main actors.