Italy's 15-year media revolution
How television affected the press
Roberto Roseano and Marina Stella
In 1975 the Italian press media (and therefore total adspend) looked set for modest revenue growth. TV advertising was more or less rationed - a few slots in an oppressive state monopoly. Then the private TV genie escaped from its regulatory bottle, vastly expanding airtime availability. The outlook for print ad revenues altered horrifyingly. In the event its effects, if complex, were almost entirely to the advantage of the press. Total Italian adspend surged exponentially, largely into TV, but significantly into print as...