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
4th 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 …
120
Readership index
94
Mon
101
101
Tue
Wed
“
a weekly date
106
Thu
96 Weekly average (=100)
82
Fri
Sat
Sun
Source: Audipress 2010.1
Venerdì’s publication on Friday motivates 25% more readers
Source: ad hoc Ipsos survey about Repubblica and supplements
6
Sex
high profile readers
Source: Audipress 2010.2
35-44 yo
Education
55+
Social level
interesting
target
groups
25-34 yo
45-54 yo
age classes
and concentrated
in the most
Women
14-24 yo
Age
Men and women
belonging to the
most active
47% (98)
53% (102)
Men
7% (58)
14% (94)
19% (98)
23% (143)
37% (99)
32%
Graduate
45,2% (138)
High school
23% (40)
Second/primary
Upper
8%
(348)
27% (231)
Upper-middle
61,0% (92)
Middle
Middle-lower
(324)
4%
(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
before1999
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
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
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
new graphics
Bigger images
More white
More elegant pages
Modern layout
15
new graphics
Summary of contents
16
new graphics
Columnists
17
new graphics
Cover story
18
new graphics
Cover story
19
new graphics
Sections
20
new graphics
Columns
21
new graphics
Columns
22
new graphics
TV programmes
23
new graphics
TV programmes
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