This study proposes a discussion about the neutralistic posture (Heritage; Greatbatch, 1991) assumed on cover reports of Revista Exame published in 2005, Abril Publisher. The reports are analyzed based on the argumentative strategies (Vieira, 2003; Schiffrin, 1987; Gryner, 2000) of marks of points of view and sustaining, through which the magazine assumes a position while positions organizations and entrepreneurs (Harré; Langenhove, 1991, 1999) in the business world. The analysis of these strategies unveiled the main storylines of success spread by the magazine as principles for companies to grow profitably. The results show the use of strategies to sustain arguments based on facts; examples of other companies; statistical data from surveys and reported speech (Tannen, 1989) of life stories told by entrepreneurs and experts, making believe that journalistic discourse represents objectively the reality (Shi-Xu, 2000). However, these linguistic and discursive strategies express points of view and provide approximation between reports and press release, that is, a text that informs and promotes organizations and their managers and can be used as manuals to guide professional behavior in the capitalist world (Gee et. al., 1996).