Dove - Media Details

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Media Details

Travel and home, enogastronomy and antiques, life style and new trends.

Under the direction of Carlo Montanaro, Dove is an invaluable reference point for the versatile interests of readers of a high social and cultural profile, with substantial financial resources and likely to travel extensively.

What makes Dove stand out as a travel magazine is its authoritative voice, its close watch on current affairs and the fact that it is the only monthly to cover consistently themes that would normally be considered the province of sector-specific magazines of other areas: real estate investments; design and furnishings; fashion and new trends.

In terms of content, Dove continues to pursue its mission as highly informative magazine: it is sophisticated, atmosphere-filled and care is taken over every detail while never losing sight of its "read&use" philosophy to offer its readers all such details and information as are necessary to organize the trip of their dreams.

Dove is made up of two sections: one section abounds with theme-based features- the most important include: "Uscire", "Antiquariato", "Arte e Fotografia", "Viaggi e Voli", "30 Giorni a Milano", "30 Giorni a Roma" - within which details are provided on the not-to-be-missed month's events; the other section contains the special features: eno-gastronomical itineraries, new 'Hotels de Charme' in seductive and picturesque localities, long-haul trips, fashion and culture&society articles and the highly-appreciated section of "Comprar Casa".

Dove, leading magazine in its segment, has this year launched a fully-fledged system for communication needs: the brand extensions Dove Case and Dove Eventi ideally complement the richness of their parent magazine, offering scope for special in-depth articles.

First appeared: 1991

Editor-in-Chief: Carlo Montanaro

Frequence: monthly

Circulation: Ads media mobile jan-dec 2009
101,000 copies

Readership: Audipress Spring 2008
388,000 readers (adults)

Dove	Reader profile

	.000	% comp.	I.C.

Total	388	100	100

Gender
Male	168	43,4	90
Female	220	56,6	109

Buying Manager
Yes	206	53,2	114
No	182	46,8	88

Age
14/17	6	1,6	37
18/24	16	4,2	50
25/34	65	16,7	105
35/44	93	23,8	127
45/54	85	22	141
55/64	67	17,2	124
Over 64	56	14,3	63

Education
Graduates	94	24,3	271
High School Certificates	181	46,7	149
School Leaving Certificates	84	21,5	60
Primary School	28	7,2	38
No one	1	0,3	7

Town size
Up to 10,000 inhabitants	134	34,4	108
10-30,000 inhabitants	86	22,3	96
30-100,000 inhabitants	69	17,8	82
100-250,000 inahbitants	37	9,5	121
Over 250,000 inahibitants	62	16	105

Geographical Areas
North-West	158	40,6	152
North-East	116	30	157
Centre	72	18,6	94
South	30	7,7	33
Islands	12	3,1	28

Regions
Piemonte Valle d'Aosta	41	10,6	138
Liguria	12	3,2	115
Lombardia	104	26,8	165
Trentino Alto Adige	8	1,9	118
Veneto	41	10,6	132
Friuli	19	5	236
Emilia	48	12,5	172
Toscana	30	7,8	124
Marche	5	1,2	45
Umbria	1	0,2	14
Lazio	37	9,4	101
Abruzzi e Molise	13	3,3	117
Campania	9	2,4	25
Puglia	6	1,4	21
Basilicata	1	0,2	21
Calabria	2	0,4	12
Sicilia	12	3,1	38
Sardegna	0	0	0

Socio-Economic Class
High Class	17	4,4	254
Middle-High Class	116	29,8	260
Middle Class	239	61,6	95
Middle-Low Class	16	4,1	23
Low Class	0	0	0

Profession
Manager / Upper Management / Entrepreneur / Freelance Professional	68	17,4	346
Employee	81	20,9	157
Shopkeepers / artisans	34	8,8	166
Agents / self-emplyed	9	2,3	132
Farmers	4	1,1	149
Teachers / Journalists	15	3,8	156
Workmen / agricultural workers	37	9,4	65
Housewives (Cat. 1)	6	1,6	233
Housewives (Cat. 2.6)	4	1,1	52
Housewives (Cat. 3-5)	7	1,9	112
Housewives (Cat. 7)	9	2,2	50
Housewives (Other Cat.)	15	3,9	53
Students	19	5	51
Pensioners	62	15,9	66
Others	18	4,6	69

Salary (Euros)
Up to 400	1	0,3	44
400 - 650	1	0,4	11
651 - 900	10	2,6	38
901 - 1150	13	3,4	39
1151 - 1400	25	6,5	54
1401 - 1650	22	5,7	61
1651 - 1900	31	8	85
1901 - 2150	23	5,9	67
2151 - 2400	40	10,2	113
2401 - 2650	40	10,3	121
2651 - 3250	49	12,6	134
3251 - 3850	49	12,6	173
3851 - 5000	49	12,6	285
Over 5000	35	9	406

New Lifestyle
Le sognanti	1	0,3	12
I ragazzi evolutivi	10	2,7	76
Pre elite progettuale	9	2,4	80
Donne doppio ruolo	43	11,1	165
Elite femminile	54	13,9	262
Elite maschile	60	15,5	163
I protagonisti	43	11	321
Lavoratore d'assalto	24	6,3	160
Lavoro e svago	23	6	71
Le frizzanti	12	3,2	113
Le solide	24	6,1	154
Le resistenti	10	2,6	49
Le signore aperte	24	6,3	91
Il maschio pre culturale	7	1,8	23
Il signore equilibrato	10	2,6	47
L'anziano da osteria	3	0,9	14
Le pacate	9	2,3	33
Le insoddisfatte	8	2	36
Non classificati	11	2,9	191

Source: Audipress Spring 2008

Based on: adults

C.I.: Concentration Index

Dove	Styles that dominate

	% comp.	C.I.

New sinottica lifestyles
The double-role women	17	222
The female elite	13	288
The male elite	19	263
The protagonists	10	501
The relaxed gentlemen	8	168

Self profile
I love anything new	73	103
I'm tidy	87	114
I'm very energetic	81	103
I succeed in many of the things I do	82	121
I mostly act on instinct, in an emotional rather than rational way	44	104
I'm good at supervising other people	52	112
I have confidence in myself	94	111
I like taking risks	30	114

Women's clothing styles
Debutantes	17	186
Detatched	9	103
Ladies	11	291

Men's clothing styles
Trendy	14	191
Functional	14	171
Double-breasted	8	218
Decent	9	218

Purchasing styles
Traditional	7	153
Detatched	21	256

Food styles
Careful	25	247
Functional	47	261
Balanced	12	120

New driving styles
Disillusion and convenience	14	242
Profession and satisfaction	13	235
Reliance and reassurance	11	105
Progressive and concrete	6	138
Female utility	11	141

Household management styles
Superficial	17	180
Detatched	17	228

Women's cosmetic styles
Soap & water	8	144
Exuberant	6	108
Resilent	14	196
Sophisticated	11	144

Men's cosmetic styles
Dishevelled	10	156
Narcissistic	20	230
Detatched	13	164
Respectable	8	135

Personal care styles
Sport and fitness	40	180
Problems and solutions	14	187

Financial styles
Youngsters	16	105
Consumers	20	124
Detatched money management	11	112
Autonomous VIPs	27	566

New multimedia styles
Newcomers	33	267
Technophiles	31	312
Informed	5	165
Audiophiles	10	111

Leisure time styles
Carefree	7	150
Hyperactive	39	479
Busy	18	104
Stay-at-home mothers	15	152

Holiday styles
Globetrotters	47	421
5-star hotel	19	256

Holiday destination
Italy	65	168
Europe	33	332
Outside Europe	7	170

Activities to improve/retain welfare
Yes	65	168

In the last 3 months have you...
... watched a theatrical performance (drama or opera) ?	17	187
... attended lectures or cultural events?	30	250
... visited museums, exhibitions ?	32	295
... been to a bookshop ?	72	244
... attended a live sports event?	31	207
... visited monuments/churches?	32	179
... attended any cultural festivals?	3	142
... attended any trade fairs?	50	179
... attended any eno-gastronomical trade fairs/events ?	36	167
... attended other types of trade fairs ?	37	204
... been to any traditional local events ?	54	168
... visited any outlets ?	39	175
... visited an archeological site?	5	142
... visited zoos or botanical gardens ?	10	378
... attended any political events ?	5	125

Summary organizers
Appeal of novelty	43	126
Appeal of form/appearance	46	117
Orientation to being different	37	145

Physical activities
at least one	52	190
jogging	27	231
exercising at home	13	149
exercising in the gym	24	173
massage	11	197
I'm often short of money to buy what I need	17	51

Purchase: principles and guidelines
i spend all the money i earn	14	190
i am prepared to spend more for products that make life easier	61	121
when i make an important purchase i compare products and prices on specialized publications	32	118
I choose products and brands that promise first-class service	73	106
I collect different types of rubbish (glass, paper, plastic) separately	90	125
i choose products/brands that respect the environment/human rights	69	120
i have a high opinion of companies that are engaged in social activities	53	135
I like changing brands	61	128
I often buy, on impulse, products I hadn't thought of	37	128
I'm always keen to try the new hi-tech products	49	135
you can totally trust products from well known companies	50	115
I only buy really good quality products for my home and myself	64	116
the products I buy (toiletries, clothes) have to reflect my personality	82	131
I try to be a non-conformist in what I buy or own	38	126
I often buy a product because of its nice packaging	24	128
when i choose a product i take aesthetic attributes into account	31	166
when purchasing clothes I care more about style and attrac-tiveness than quality	33	105
before I buy a product/goods/service i like to visit many points of sale	63	106
I like to make purchases with my firends or family because I feel more convinced of my choice	68	106
when i see a new product, i am interested in trying it	55	127
I like to buy in small shops/markets	58	106
when possible i buy from outlets/stocks	29	127
I prefer to visit shops in which the staff is knowledgeable	80	115
i like shops with background music	59	117
when i make an important purchase i ask for the opinion of my friends and relatives	36	117

Holidays: principles and guidelines
I prefer to rely on experts such as travel agencies or tour operators when planning my holidays	33	107
during my travels, on holiday, I'm prepared to put up with some discomfort	37	130
i enjoy camping	29	213
I prefer holidays on the move rather than in one place	58	141
when I'm on holiday, I like to be "treated like a lord "	55	92
I prefer cultural holidays: visiting cities, historic sites, museums, etc.	55	129
i like to discover the beauty of my own country	55	137
I like relaxing holidays	74	95
i like adventurous holidays	25	178
I think holidays mean the pleasure of meeting new people	70	116
on holiday I spare no expense	20	107
I prefer to go on holiday with a group of friends	57	95
I like the idea of a holiday village	43	89
i like to visit naturalistic sites	49	163
I like changing resort and seeing new places	88	120
I prefer low cost/last minute holidays	49	119

Health: principles and guidelines
I really look after my health	73	104
I prefer to treat illness with herbs	12	107
I have faith in the homeopathic medicine	15	168
I use alternative medicine (faith-healing, acupunc-ture, etc.)	9	177

Cosmetics: principles and guidelines
I look after my appearance, my image	66	114
I like others to look at me	44	133
I use face creams regularly	50	117
I use products to keep my skin young and supple	32	111
i often use natural toiletries	15	154
I only use good quality toiletries	48	147
I'm interested in innovations in cosmetics	27	118
I use product that are not tested on animals	46	154
I always pay attention to the brand of toiletries	48	112
I like to be tanned, in winter too	9	128

Clothing: principles and guidelines
I usually wear jeans	69	111
in winter I often wear furs	9	142
I usually wear a complete / matching outfit (jacket and tie, suit, dress)	16	150
I spend a lot of money on clothes	32	155
I dress in a young style	66	122
I often wear a valuable watch	24	156
when I go out, I want to look elegant	47	121
every season I buy some new clothes	73	116
i like my clothes to smell fresh	92	105
I wear designer clothes	66	167
I dress in a very personal way	78	126
I consider accessories very important (shoes, socks, belts, ties, scarves)	64	151
I often wear costume jewellery (rings, bracelets, necklaces)	25	126
I often wear valuable rings, bracelets, necklaces	19	138
I buy my clothes only in highclass boutiques	11	128

Expenses, savings and investments: principles and guidelines
I carefully check bank statements	69	125
I feel fairly knowledgeable in the financial field	39	158
I look for profitable ways to invest my money	52	189
I do all I can to earn more	60	127
I like spending	54	122
I follow the Stock Exchange prices	19	320
I look with interest at advertising for financial services	17	261
I think I'm good at managing my money	76	113
before making any big outlay, I think about it for a while	85	104
I prefer enjoying my money (spending it) rather than saving it	42	152
if I had to invest in something, I'd consider performance more than safety	23	147

Do you own a credit card?
Yes	37	226

How much do you generally spend for clothes?
A great deal	6	769
Quite a lot	62	139

Attention to advertising on magazines
Often	7	122
Sometimes	36	161

Attitude towards advertising
I like it, it amuses me	47	117
It helps me orientate in the purchasing process	44	132
It should say more about the company and its values and history	49	139

Attention to advertising
Medium High	28	118
High	41	176

Source: Sinottica 2009-1

Based on: adults

C.I.: Concentration Index