At the time, it was run by a very clever guy who came from the advertising world. He came up with an idea, the "Good News Day". It was to be tied to some ad campaign I don't quite remember now, but it was a day when the news portal could only publish good news.
The editorial staff protested, of course. It's their job to offer news as factually correct and unbiased as humanly possible and they were very unhappy with the idea. In the end, however they relented.
It was about 4AM when a mayoral candidate from a city near São Paulo, was murdered, seemingly for political reasons. Under protests, they held the release.
By 10 AM a plane hit the World Trade Center.
At that point they just published everything and completely ignored the directive. Nothing similar was ever issued again.
To this day, the people who were there regard such initiatives as extremely dangerous.