The Value of Women's Magazines for Advertisers. Supporting Print Peculiarity in the Internet Age

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology, and presents their positioning and features that makes each magazine absolutely unique - going beyond the apparent dissemination and profile homogeneity - by adopting a specific 'reading contract'.

 

The Value of Women's Magazines

Supporting Print Peculiarity in the Internet Age

Guilia CerianiandPaola Furlanetto

BACKGROUND

Magazines and Advertising

As has already taken place in other countries, as well as in Italy, periodicals are steadily losing share in the advertising market despite the undeniable vitality of this sector which, in the last few years, has seen:

  • the total number of periodicals reach 10,400;
  • the number of publications distributed by ADS reach 203;
  • 129 titles of ...

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