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The Donna Moderna Case: How Women Approach New Technology

Luisa Pogliana
Arnoldo Mondadori Editore, Italy.
Bruno Patierno
Scenari s.r.l., Italy.



Background and Objectives

Donna Moderna is Italys biggest selling womens weekly, with an average 1999 weekly circulation of 620,000 copies. The titles editorial approach is highly concrete, practical and service oriented; providing support for all aspects of womens daily lives. Consequently, the title is also very attuned to changes and was the first in Italy to have its own web site, not simply a window, but a site that attracts 500,000 page views per month.