His career started in 1955, at Bandeirantes radio (Sao Paulo) in the night shift. At this time, fell for the Brazilian root music - on which he produced stories and books. In 1956, moved to Folha de S.Paulo, for which he covered the first Brasilia mass in 1957, three years before the Brazilian capital was inaugurated.

In 1962, Ribeiro assumed as editor of Quatro Rodas magazine, from Abril Publishing. At this job, won two Esso awards (1963 and 1964). In 1966, started at Realidade magazine, one of the most important in Brazilian history that highlighted long stories. Ribeiro was designed special correspondent for Vietnam in 1968, and during the work has lost part of his leg due to a mine explosion.

During his job in Realidade, won four Esso awards (1967, 1968, 1972 and 1973). Also covered the murder of Presidente Kennedy.

While important Brazilian magazines and newspapers were censored by the militar regime in the 1970s, Ribeiro decided to move to small cities and directed some newspapers, modernizing them by informatics. In 1977, won another Esso award. In 1981, started at TV Globo as special Repórter of Globo Repórter show.

Published 14 books, including juvenile, and participated in other two.

Besides the Esso, Ribeiro also received international prizes, as Maria Moors Cabot (2006) and UN Special Press Trophy (2008).