Embed Size (px)
Citation preview
la Repubblica
REVOLUTIONARY AS USUAL
la Repubblica
A degree in philosophy, she has been working for Marie Claire since
1989. In 2002 she became vice editor-in-chief of the magazine and in 2009 she joined Espresso Group
to head D. She’s an opinionist and takes part in forums and conferences about
women.
For some reason it happens sometimes: you enter a place and feel at home.
It’s all about a certain perspective, a light around, a special atmosphere, energy, ideas,
feelings and emotions.
This is true for magazines as well, and if you are reading these lines, you’re certainly
aware of what I am talking about.
““
Cristina Guarinelli
la Repubblica
May 21 1996:launch
by editor-in-chief Daniela Hamaui
March 12 2002:new editor-in-
chief Kicca Menoni
Feb 13 2010:new editor-in-
chief Cristina
Guarinelli
D has always offered an editorial mix consistent with needs of an ever-changing woman.
14 years ago Fabien Baron and Joel Berg (formerly at Bazaar and Allure) created an elegant, avantgarde design for D that lasted for all this time, despite the continuous restylings of the competitors.
•This graphic layout and the excellent and innovative paper quality have made a trendsetter of D for one and a half decade.
•Mat paper and inks have become a distinctive sign and have been copied by dozens of other titles.
In 2010 D evolved further and it is now closer to the reader thanks to a more communicative mood.
D’s current visual project is once again signed by Joel Berg: a contemporary interpretation of elegance and style, where the cover becomes a portrait.
la Repubblica
In 2010 some new journalists from Repubblica joined as well as others from different milieus, thus bringing along a new perspective, a different cultural background, a new taste for irony.
D gets richer in stimuli and tones.
Elasti (the nickname of very rigorous Reuter’s journalist) has a secret life as blogger (www.nonsolomamma.com) and signs a column in D: Appunti & divagazioni di una (non solo) mamma
Giampaolo Visetti (Repubblica reporter in China) writes Piccole storie cinesi
Giacomo Papi deals with what is absolutely out of fashion in Cose che non vanno più di moda
Guia Soncini: in her column Affacciati alla finestra, amore mio takes inspiration from a song to talk about men and women
la Repubblica
6
New pages have enriched the early section of D in 2010:
D asks questions: D opens with 13 witty, bizarre questions with no answer. And this, before the first editorial page of the magazine.
D asks questions to: some questions on various subjects asked to politicians, actors, celebrities, fashion designers…
Cultural striptease: interviews to celebrities about their cultural habits
D in the body: celebrities talk about the relation with their body
la Repubblica
From the very beginning D has broken the rules of the classic women magazine format: it has always been rather a newsmagazine for women, hosting the best signatures of Repubblica and appealing to men as well, why not?
It invented a new way of treating and balancing the varied aspects of life, the cheerful and the unpleasant ones, the frivolous and the serious ones, personal and social issues, fashion and news.
A lot of space has always been devoted to news from the world: a very open-minded, international perspective, a lively interest in science and technology, a special taste for art and culture. It addresses readers who are eager to build their own opinions and to be informed about everything that goes beyond the usual themes of women magazines.
Each main theme is developed from different angles: interviews, tales, opinions, dossiers.
More impact is now given to photographic reportages: more care in titles and captions to involve the readers more deeply.
la Repubblica
D has always been very innovative in the way it treated fashion: it has reinvented style, finding new paths, unveiling secrets, surprising the readers... with an avantgarde, highly cultivated vision.
D does not mean to teach how one should dress or what one should buy and mix: its purpose is to evoke atmospheres, to suggest a certain taste, to convey impressions.
The fashion section remains the “heart” of the magazine.
Every now and then this section hosts shootings featuring celebrities and ordinary people, in a sophisticated game where fashion and real life intermingle.
la Repubblica
The way D deals with beauty is inspired by the idea of “beauty culture”: interest for wellness, attention to research and innovation in cosmetics. D’s approach is very different from the orientation of most magazines that tend to provide the readers with practical suggestions only.
Photography really matters in the beauty section of the D: evocative images and sophisticated still- life pictures replace the common images of packagings and bottles.
la Repubblica
The wellness section has become a regular section
The section is composed of one main theme and several columns (psychology,
news, pros and cons, practical suggestions,…).
D’s approach to home decoration is mainly aesthetic: luxury, but also eccentric or bizarre settings and flats equipped with the latest technology.
The interest of the magazine for this theme is proved by the creation in 1997 of a bimonthly entirely devoted to this subject: D Casa.
The new D has broadened the perspective: cosier atmospheres and more “everyday” homes are now more frequently portrayed.
la Repubblica
The new Food section gives more room to classic and traditional cooking.
Marilena Malinverni selects a dish, explains why she has chosen it and describes the recipe.
Every week this section hosts also a column devoted to restaurants and chefs with reviews and comments.
Every now and then D’s cooking section finds inspiration from books or other countries’ cooking style.
Food shooting is also refined and accurate.
la Repubblica
12
Monthly traffic
1.7 million unique users
33 million page views
A unique innovative project.All editorial contents are classified into5 specific emotional moods:
ENERGY, ESCAPISM, STRENGTH, LIGHTNESS, FEELINGS
A simple click changes the site and offers the user the topics that suit her emotional needs best.
Elegant and sophisticated,entirely devoted to women and particularly to dynamic, intelligent, smart, self-confident , ambitious and successful women that have a distinctive taste.
Source: Audiweb June 2011
The first site living on women’s emotions
la Repubblica
KEY FACTS
la Repubblica
D is more than just a supplement:
• 838.00 readers
• 375.000 copies, the second highest circulation in this media segment
• 90.000 copies more than Vanity Fair and more than twice as many in newsstands
• Evenly distributed all over Italy
• The highest reading frequency among women’s titles
• Low duplication
• Highly appreciated and read with the same or more attention than magazines on sale separately
Sources: Audipress 2011.2, ADS Jul 10-Jun 11, Eurisko ah-hoc survey
la Repubblica
100.000
150.000
200.000
250.000
300.000
350.000
400.000
450.000
Jul-
Jun
Aug
-Jul
Sep
-Aug
Oct
-Sep
Nov
-Oct
Dec
-Nov
Jan
-Dec
Feb
-Jan
Mar
-Feb
Apr
-Mar
May
-Apr
Jun
-May
Jul-
Jun
Source: ADS mobile average
CIRCULATION
D shows an extremely stable circulation, while the competitors,
with the sole exception of Vanity
Fair, are much more variable or, in some cases, even declining.
2010 2011
Io Donna438.885
D375.735
Vanity Fair282.787Grazia206.402
Anna184.952Gioia163.034
la Repubblica
TARGET GROUP
la Repubblica
Source: Audipress 2011.2
55% belong to the active age classes (25-54 y.o.)82% are college or high school educated40% belong to AB+
A complex, cultivated women who takes part in what surrounds her, a global village without boundaries.
A self-confident women, secure and solid, active and able to play the innumerable roles required by today’s life.
la Repubblica
Believe accessories, griffes and stores are important
Spend a lot on fashion 40% (188)Buy in luxury shops 15% (163)
Own clothes by fashion designers 63% (162)Think accessories are important 73% (138)
Attentive to her image and to details
Take care of myself 77% (124)Interested in new cosmetic products 49% (134)Only use high quality products 54% (139)
Has a healthy lifestyle
Often eat on good restaurants 39% (230)Like to try new products 62% (137)
Like exhotic cooking 55% (193)
Expresses her personality in home decorationBuy new pieces every year 13% (258)Buy design pieces and objects 63% (170)
Travelling is not only fun and relax, it’s also a way of
enriching oneselfPrefer touring 60% (155)
Spend a lot 20% (120)Make long weekends 53% (242)
Highly technological
Have a PC at home 81% (157)Online at least one a week 66% (230)Buy online (last 3 months) 31% (451)Have a Wi-Fi connection 33% (283)
Source: Eurisko Sinottica (in brackets affinity indeces)
la Repubblica
Source: Audipress 2011.2
% A.I. Sex Men 25.0
52 Women 75.0
145
Age 14-24 8.466
25-34 13.593
35-44 19.0102
45-54 22.6135
over 55 36.497
Education University degree 36.9361
High school 44.9134
Secondary/primary 18.232
Social level Upper 9.1402
Upper middle 31.2269
Middle 59.669
Occupation Entrepr/executives 15.0277
White collars 27.6 141
Teachers/journalists 7.2305
Students 8.284
Housewives 9.762
Retired 23.698
% A.I. Sex Men 25.0
52 Women 75.0
145
Age 14-24 8.466
25-34 13.593
35-44 19.0102
45-54 22.6135
over 55 36.497
Education University degree 36.9361
High school 44.9134
Secondary/primary 18.232
Social level Upper 9.1402
Upper middle 31.2269
Middle 59.669
Occupation Entrepr/executives 15.0277
White collars 27.6 141
Teachers/journalists 7.2305
Students 8.284
Housewives 9.762
Retired 23.698
High education and income, very active, qualified
la Repubblica
D 42.1 336IO DONNA 30.1 240VANITY FAIR 21.6 173A/ANNA 18.7 150GRAZIA 16.0 128 GIOIA 11.7 94
D 59.1 123VANITY FAIR 63.4 132A/ANNA 62.6 130GRAZIA 59.7 124 GIOIA 57.1 119IO DONNA 52.8 110
D 83.7 198IO DONNA 74.1 175VANITY FAIR 65.2 154A/ANNA 64.6 153GRAZIA 54.7 129GIOIA 46.2 109
D 46.5 236IO DONNA 36.7 186 VANITY FAIR 31.7 161A/ANNA 29.3 149 GRAZIA 25.4 129GIOIA 20.9 106
AB+ upper/upper-middle class
Source: Audipress 2011.2Base: women readersA.I. : 100 = average Italian female population
comp.% A.I.
aged 25-54comp.% A.I.
College/h.schoolcomp.% A.I.
Executives - wh. collarsteachers - intellectuals
comp.% A.I.
la Repubblica
Sources: Audipress 2011.2Base: total readersHigh frequency: 9-12 issues out of 12; Medium frequency: 4-8 issues out of 12; Low frequency: 1-3 issues out of 12
D: the mostloyal readers
High frequency Medium Low
838.000
1.214.000
551.000
800.000
679.000
1.498.000
la Repubblica
STRAIGHT TO THE POINT
la Repubblica
D’s attitude towards advertising has always been focussed on valorizing advertising communication and emphasizing creatives.
The advertising layout is personally taken care of by the editor-in-chief.
The final result is characterised by high quality and perfect harmony: advertising in D is perceived by the readers as perfectly integrated, an ideal complement of the editorial contents.
Source: Eurisko ad-hoc survey
la Repubblica
D devotes part of each issue to a special subject in order to go deeper into the universe of women.
Not only fashion: many varied themes broaden the point of view of the magazine (beauty, design, travels, art, wedding, jewels, etc.)
Sep 3 Kids’ wear – JeansSep 10 Underwear 1 – Accessories 1Sep 17 Prêt-à-porter 1 – Jewels and watchesSep 24 Prêt-à-porter 2 – Hair careOct 1 Prêt-à-porter 3 – Kids’ wear – D Casa (inside)Oct 8 Accessories 2Oct 15 Men’s Women’s fashion - Jewels and watchesOct 22 Street style – Beauty and hair careOct 29 D Casa (separated)Nov 5 Kids’ wearNov 12 Underwear 2 – Snow fashion – AccessoriesNov 19 Winter travels - Jewels and watchesNov 26 Advertising Reinterpretation – Hair Care - D Casa (inside)Dec 3 Jewels and watches – Kids’ sectionDec 10 Perfumes – accessoriesDec 17 Christmas – Evening dresses – Pre-collections
la Repubblica
D studied special positionsand creative sizes
D Promotion: allows clients to entirely delegate their communication to D which can make high quality advertorials
la Repubblica
A wide choice of special products to give more strength to advertising communication.
REVERSE GATEFOLD
GATEFOLD
la Repubblica
A wide choice of special products to give more strength to advertising communication.
FRENCH WINDOW
POP UP
la Repubblica
A wide choice of special products to give more strength to advertising communication.
COVER POSTER
VERTICAL GATEFOLD
la Repubblica
A partnership with an advertiser to celebrate and support the launch of a product, a line, a collection….
Visibility off and online + in store presence.
An in-store promotion becomes an event thanks to the presence of D’s editorial staff on the spot.
