New International Advertising Department February 2011
THE LAUNCH In the second half of the Eighties infotainment starts developing on the Italian media scene: Venerdì has been the most successful magazine of this kind since then. “Our readers will wonder why Repubblica, like some other daily newspapers, decided to launch a weekly colour magazine […] We have thought that, besides written texts, which remain in our opinion the highest form of communication, we cannot disregard images and pictures […] Our answer is trying to integrate images and words, creating a well-balanced synthesis aiming at enriching the contents provided to the readers without uselessly shocking them. Our public will say if we have succeeded. ” Eugenio Scalfari from Il Venerdì n. 1 issue – Oct 16 1987 2
agenda successful continuity restyling and modernity
SUCCESSFUL CONTINUITY big figures a weekly date high-profile readers 3
BIG FIGURES 517. 061 copies 4 th weekly magazine in circulation in Italy Source: ADS Nov 09–Oct 10 2. 216. 000 readers Venerdì confirms its readership Source: Audipress 2010. 2 4
BIG FIGURES Although Venerdì has a strong link with Repubblica, in time it has developed its own readership. Total Venerdì readers 2. 216. 000 Unduplicated readers 39% (859. 000) Duplicated readers with Repubblica 61% (1. 357. 000) Source: Audipress 2010. 2 5
“ Thank God it’s… Friday … “ a weekly date Readership index Weekly average (=100) Source: Audipress 2010. 1 Venerdì’s publication on Friday motivates 25% more readers Source: ad hoc Ipsos survey about Repubblica and supplements 6
high profile readers Sex (98) (58) (94) Age Men and women belonging to the most active (102) (98) (143) (99) age classes Source: Audipress 2010. 2 (324) Education interesting target groups Social level and concentrated in the most (138) (40) (348) (231) (92) (21) 8 7
THE COMPETITION 517. 061 copies versus 428. 419 of Sette +21% 2. 216. 000 readers versus 1. 079. 000 of Sette +105% Sources: ADS Nov 09 -Oct 10 for Venerdì, Nov 08 -Oct 09 for Sette Audipress 2010. 2 for Venerdì, 2008. 1 for Sette 4
high profile readers High spenders, active, up-to-date… Technology Travels Purchases Environment Source: Sinottica 2010. 1 23% (AI 238) have surfed the internet before 1999 13% (AI 295 ) have had several holidays during the year 55% (AI 142 ) have bought new clothes during the year 72% (AI 125 ) choose brands/products that respect the environment 32% (AI 167 ) connect to the web several times a day 30% (AI 240 ) have travelled more than once abroad for tourism 85% (AI 108 ) own their house 55% (AI 148 ) make sure that their car is environment-friendly 10 8
high profile readers Use home banking more than Panorama +28% (universe: adults) Go to supermarkets more than Oggi +10% (universe: women) Buy more shoes than Grazia 1 million more!! (universe: women) Source: internal estimates based on Eurisko Sinottica 2010. 1 and Audipress 2010. 1 11 11 9
BIG FIGURES Sette: a magazine which is not audited and has no official figures Sette has replaced Corriere Magazine in Nov 2009 and has not been audited by Audipress (readership survey) and Ads (circulation certification) since. In the past Venerdì had… • twice as many readers: 1 million readers more • 20% more circulation: 100. 000 copies more Sette has lost 100. 000 copies circulation in the last year it was audited (2009 vs 2008). Sources: Audipress 2010. 2, 2009, ADS Dec 08 -Nov 09 10
agenda successful continuity restyling and modernity
RESTYLING AND MODERNITY from 2010 29 ber Octo new editor-in-chief new logo new cover new structure new graphics new contributors 12
NEW EDITOR-IN-CHIEF 2010 1987 Giorgio Dell’Arti 1992 Franco Recanatesi 1996 Paolo Garimberti 2000 Laura Gnocchi Attilio Giordano was born in Sicily in 1955; he moved to Genoa where he became journalist for Repubblica Genoa and Turin editions. In 1994 he became a reporter for Venerdì from former Jugoslavia, Nigeria, Albania, Israel, Afghanistan, Kosovo, Sri Lanka. In 2006 he was senior editor of Venerdì. On May 14 2010 he was appointed new editor-in-chief of Venerdì di Repubblica. 13
NEW LOGO AND COVER More modern and up-to-date
NEW STRUCTURE A new sequence of contents from 2010 r 29 obe ct O e befor
NEW GRAPHICS Bigger images More white More elegant pages Modern layout 15
NEW GRAPHICS e befor Summary of contents O from 2010 9 er 2 ctob 16
NEW GRAPHICS e befor Columnists O from 2010 9 er 2 ctob 17
NEW GRAPHICS Cover story e befor 18
NEW GRAPHICS Oc Cover story from 2010 29 ber to 19
NEW GRAPHICS e befor Sections O from 2010 9 er 2 ctob 20
NEW GRAPHICS Columns e befor 21
NEW GRAPHICS Columns from 2010 29 ber cto O 22
NEW GRAPHICS TV programmes e befor 23
NEW GRAPHICS TV programmes from 2010 29 ber Octo 24
new contributors New talents join Venerdì Filippo Ceccarelli Luciana Littizzetto Giorgio Bocca Natalia Aspesi Curzio Maltese Benedetta Tobagi Irene Bignardi Stefano Bartezzaghi Gianni Mura Piero Ottone Alessandro Bergonzoni Zoro Valerio Magarelli Paolo Sorrentino Corrado Augias Gianfranco Vissani Massimo Bucchi Loretta Napoleoni Michele Serra Riccardo Iacona Ascanio Celestini Dario Vergassola 25
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