The Value of Women's Magazines

Supporting Print Peculiarity in the Internet Age

Guilia Ceriani
and
Paola 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 periodicals in the Audipress readership survey.

Also playing in the favour of advertising growth in periodicals are the advertisers themselves who are becoming increasingly oriented to advertising products with a high service content for which the discussion capabilities typical of the press are of fundamental importance.