What Kind of People does the New Gulliver Address?

F Franzoni and Ilaria Presotto

In the second half of 1998 the publishing firm De Agostini Rizzoli opted for a restyling of the magazine Gulliver, envisaging not only changes in graphics but also contents.

 

What Kind of People Does the New Gulliver Address?

Fabio FranzoniandIlaria Presotto

BACKGROUND

The study aims at understanding the complexity of the Italian market, both in terms of offer and of demand typology. In other words, the study aims to understand on what basis the differentiation processes of the various magazines may take place, and how subjects with the same cultural level and purchasing power may have different perceptions of the product owing to the different geographic areas or their idea of travelling and entertainment.

The modification of the magazine took place bearing in mind a clearly...

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