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A is the contemporary magazine par excellence, a relaxing and entertaining read that casts an intelligent and ironic eye over current affairs and personalities without ever losing its focus on fashion and beauty.
May 2006. The new editorial line, a radical change for a completely new magazine.
A new team led by Maria Latella, an editor with extensive experience yet new to the women's sector, to give the magazine a special identity.
Collaborating with her on A are a number of well-known journalists, whose qualities are evident from the first to the last page.
March 2008. Graphical restyling.
A consolidates, emphasising its personality through the contributions of the creative director, New York's Giovanni Russo, who brought to the magazine the polished vigour of the city in which he studied and lived.
The mission
A is the "women's magazine" that caters to the needs of its target audience.
On one hand, it fulfils the need for relaxation and entertainment, the wish to take a break and enjoy some "me time".
On the other, it fits the bill in terms of content, satisfying the curiosities of readers without ever being too heavy going.
Positioning
A breaks away from the traditional women's magazine format based exclusively on fashion, beauty and a little news, to establish itself as the contemporary magazine par excellence, with:
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close focus on and grasp of recent news |
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a focus on personalities |
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whilst retaining its focus on fashion and beauty |
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Tone of voice
The magazine's tone of voice emphasises serious aspects but can also be light and entertaining (never serious):
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Uses short, fast and easily readable formats, with delicate and measured tones prevailing. |
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Is able to identify unusual aspects and offer original slants on topical news stories (avoiding boring repetitions of other media), also via the voice of high-profile columnists. |
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Brings readers into intimate contact with personalities in a tasteful way, revealing their human and "normal" side, as well as less well-known facts, thanks to a colloquial and familiar tone. |
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It places particular focus on "politics", without being excessive or boring, again playing on curious facts and details and the human side to the personalities, always approaching matters from a social viewpoint. |
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The A team and contributors
CHIEF EDITOR: MARIA LATELLA
One of the best-known journalists in Italy, she is one il Corriere della Sera's most respected writers. A complete journalist whose versatility has seen her discuss everything from politics to culture in daily newspaper articles, best selling books and on television programmes.
FASHION DIRECTOR: SCIASCIA GAMBACCINI
Considered one of the best fashion journalists in Italy.
COLUMNISTS:
Travaglio, Alberti, Giordano, Picozzi, Gnocchi, Veronesi, Rizzo, Costa and Grillini... |
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First appeared: 1933
Editor-in-Chief: Maria Latella
Frequence: weekly
Circulation: Ads media mobile jan-dec 2009
196,000 copies
Readership: Audipress Spring 2008
640,000 readers (adults)
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.000 |
% comp. |
I.C. |
| |
| Total |
640 |
100 |
100 |
| |
| Gender |
| Male |
71 |
11 |
23 |
| Female |
569 |
89 |
172 |
| |
| Buying Manager |
| Yes |
422 |
66 |
142 |
| No |
217 |
34 |
63 |
| |
| Age |
| 14/17 |
32 |
5 |
114 |
| 18/24 |
61 |
9,5 |
112 |
| 25/34 |
138 |
21,5 |
135 |
| 35/44 |
157 |
24,5 |
131 |
| 45/54 |
107 |
16,8 |
107 |
| 55/64 |
64 |
10 |
72 |
| Over
64 |
81 |
12,7 |
55 |
| |
| Education |
| Graduates |
125 |
19,5 |
218 |
| High School Certificates |
256 |
40 |
127 |
| School Leaving Certificates |
209 |
32,6 |
92 |
| Primary School |
41 |
6,5 |
34 |
| No one |
9 |
1,4 |
28 |
| |
| Town size |
| Up to 10,000 inhabitants |
194 |
30,3 |
95 |
| 10-30,000 inhabitants |
163 |
25,5 |
110 |
| 30-100,000 inhabitants |
141 |
22,1 |
102 |
| 100-250,000 inahbitants |
45 |
7 |
90 |
| Over 250,000 inahibitants |
97 |
15,2 |
99 |
| |
| Geographical Areas |
| North-West |
225 |
35,2 |
132 |
| North-East |
126 |
19,7 |
104 |
| Centre |
127 |
19,9 |
101 |
| South |
131 |
20,5 |
88 |
| Islands |
30 |
4,6 |
41 |
| |
| Regions |
| Piemonte
Valle d'Aosta |
47 |
7,3 |
95 |
| Liguria |
33 |
5,2 |
185 |
| Lombardia |
146 |
22,8 |
141 |
| Trentino
Alto Adige |
0 |
0 |
0 |
| Veneto |
58 |
9,1 |
113 |
| Friuli |
17 |
2,7 |
130 |
| Emilia |
51 |
7,9 |
110 |
| Toscana |
24 |
3,7 |
59 |
| Marche |
30 |
4,6 |
176 |
| Umbria |
6 |
0,9 |
61 |
| Lazio |
68 |
10,7 |
115 |
| Abruzzi
e Molise |
17 |
2,6 |
93 |
| Campania |
52 |
8,1 |
86 |
| Puglia |
47 |
7,3 |
108 |
| Basilicata |
4 |
0,6 |
58 |
| Calabria |
12 |
1,9 |
56 |
| Sicilia |
27 |
4,3 |
51 |
| Sardegna |
2 |
0,4 |
13 |
| |
| Socio-Economic Class |
| High Class |
20 |
3,1 |
175 |
| Middle-High Class |
127 |
19,8 |
173 |
| Middle Class |
433 |
67,7 |
104 |
| Middle-Low Class |
51 |
7,9 |
44 |
| Low Class |
9 |
1,4 |
39 |
| |
| Profession |
| Manager / Upper Management / Entrepreneur / Freelance Professional |
45 |
7 |
140 |
| Employee |
139 |
21,7 |
163 |
| Shopkeepers / artisans |
39 |
6,1 |
116 |
| Agents / self-emplyed |
1 |
0,2 |
13 |
| Farmers |
8 |
1,2 |
170 |
| Teachers / Journalists |
40 |
6,3 |
255 |
| Workmen / agricultural workers |
56 |
8,8 |
60 |
| Housewives (Cat. 1) |
14 |
2,2 |
317 |
| Housewives (Cat. 2.6) |
11 |
1,8 |
87 |
| Housewives (Cat. 3-5) |
16 |
2,5 |
145 |
| Housewives (Cat. 7) |
31 |
4,8 |
107 |
| Housewives (Other Cat.) |
46 |
7,1 |
99 |
| Students |
81 |
12,6 |
129 |
| Pensioners |
76 |
11,9 |
49 |
| Others |
37 |
5,8 |
88 |
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| Salary (Euros) |
| Up to 400 |
1 |
0,1 |
20 |
| 400 - 650 |
5 |
0,8 |
24 |
| 651 - 900 |
28 |
4,4 |
64 |
| 901 - 1150 |
33 |
5,2 |
60 |
| 1151 - 1400 |
65 |
10,2 |
85 |
| 1401 - 1650 |
59 |
9,2 |
98 |
| 1651 - 1900 |
42 |
6,6 |
69 |
| 1901 - 2150 |
64 |
10 |
113 |
| 2151 - 2400 |
59 |
9,2 |
101 |
| 2401 - 2650 |
64 |
10 |
118 |
| 2651 - 3250 |
82 |
12,8 |
136 |
| 3251 - 3850 |
68 |
10,6 |
146 |
| 3851 - 5000 |
45 |
7 |
159 |
| Over 5000 |
25 |
3,9 |
175 |
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| New Lifestyle |
| Le
sognanti |
29 |
4,5 |
157 |
| I
ragazzi evolutivi |
18 |
2,8 |
80 |
| Pre
elite progettuale |
9 |
1,4 |
45 |
| Donne
doppio ruolo |
96 |
15 |
223 |
| Elite
femminile |
136 |
21,2 |
400 |
| Elite
maschile |
31 |
4,8 |
50 |
| I
protagonisti |
49 |
7,6 |
222 |
| Lavoratore
d'assalto |
9 |
1,4 |
37 |
| Lavoro
e svago |
13 |
2,1 |
24 |
| Le
frizzanti |
48 |
7,4 |
260 |
| Le
solide |
45 |
7 |
176 |
| Le
resistenti |
41 |
6,5 |
121 |
| Le
signore aperte |
61 |
9,5 |
137 |
| Il
maschio pre culturale |
5 |
0,7 |
9 |
| Il
signore equilibrato |
3 |
0,5 |
10 |
| L'anziano da osteria |
1 |
0,2 |
4 |
| Le
pacate |
22 |
3,4 |
47 |
| Le
insoddisfatte |
17 |
2,7 |
46 |
| Non
classificati |
7 |
1,1 |
76 |
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Source: Audipress Spring 2008
Based on: adults
C.I.: Concentration Index
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% comp. |
C.I. |
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| New Sinottica lifestyles |
| The Girl Dreamers |
3 |
118 |
| The Double-Role Women |
21 |
277 |
| The Female Elite |
18 |
386 |
| The Protagonists |
3 |
172 |
| The Bubbly Women |
9 |
323 |
| The Sound Women |
6 |
128 |
| The Resilient Women |
8 |
130 |
| The "Curious And Sober" Ladies |
13 |
202 |
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| Self profile |
| I love anything new |
78 |
110 |
| I succeed in many of the things I do |
69 |
102 |
| I like taking risks |
31 |
117 |
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| Women's clothing styles |
| Aspiring |
9 |
116 |
| Debutantes |
30 |
323 |
| Ladies |
13 |
356 |
| Madams |
11 |
186 |
| |
| Purchasing styles |
| Aspiring |
9 |
113 |
| Showy |
16 |
370 |
| |
| Food styles |
| Careful |
27 |
265 |
| Emulative |
9 |
114 |
| Balanced |
12 |
121 |
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| New driving styles |
| Disillusion and convenience |
9 |
155 |
| Profession and satisfaction |
7 |
134 |
| Progressive and concrete |
8 |
181 |
| |
| Household management stykes |
| Detatched |
21 |
280 |
| Proud |
10 |
151 |
| |
| Women's cosmetic styles |
| Exuberant |
11 |
198 |
| Restrained |
19 |
263 |
| Sophisticated |
30 |
385 |
| Problems and solutions |
16 |
211 |
| |
| Personal care styles |
| Health and fitness |
35 |
186 |
| |
| Financial styles |
| Consumers |
24 |
147 |
| |
| New multimedia styles |
| Newcomers |
20 |
161 |
| General |
19 |
280 |
| Informed |
19 |
612 |
| Audiophiles |
10 |
108 |
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| Leisure time |
| Careless |
9 |
207 |
| Hyperactive |
21 |
258 |
| Stay-at-home mothers |
26 |
254 |
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| Holiday styles |
| Globetrotters |
17 |
155 |
| 5-star hotels |
17 |
229 |
| Holiday home |
11 |
156 |
| |
| Holiday destination |
| Italy |
52 |
135 |
| Europe |
14 |
141 |
| Outside Europe |
10 |
238 |
| |
| Activities to improve/retain welness |
| Yes |
46 |
118 |
| |
| In the last 3 months have you... |
| ... watched A Theatrical Performance (Drama Or Opera) ? |
16 |
171 |
| ... attended Lectures Or Cultural Events? |
21 |
176 |
| ... visited Museums, Exhibitions ? |
19 |
178 |
| ... been To A Bookshop ? |
55 |
187 |
| ... visited Monuments/Churches? |
27 |
149 |
| ... attended Any Cultural Festivals? |
4 |
230 |
| ... attended Any Trade Fairs? |
40 |
143 |
| ... attended Any Eno-Gastronomical Trade Fairs/Events ? |
30 |
143 |
| ... attended Other Types Of Trade Fairs ? |
23 |
128 |
| ... been To Any Traditional Local Events ? |
41 |
126 |
| ... visited Any Outlets ? |
36 |
159 |
| ... visited An Archeological Site? |
6 |
179 |
| ... visited Zoos Or Botanical Gardens ? |
5 |
165 |
| Saving |
45 |
96 |
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| Summary organizers |
| Quality of products |
44 |
102 |
| Impulse buying |
25 |
185 |
| Appeal of novelty |
39 |
114 |
| Appeal of form/appearance |
47 |
119 |
| Orientation to being different |
40 |
157 |
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| Sports |
| At least one |
41 |
148 |
| Exercising at home |
11 |
124 |
| Exercising in the gym |
21 |
156 |
| Yoga |
4 |
161 |
| Massages |
16 |
291 |
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| Purchasing: principles and guidelines |
| I spend all the money I earn |
11 |
141 |
| I often buy useless things |
33 |
150 |
| If I like something, I just buy it without considering the price |
33 |
130 |
| I am prepared to pay more for products that make life easier |
51 |
102 |
| I compare products and prices on specialized publications |
30 |
114 |
| before making an important purchase I look into all the different options |
83 |
104 |
| I collect different types of rubbish (glass, paper, plastic) separately |
83 |
116 |
| I choose products/brands that respect the environment/human rights |
74 |
129 |
| I have a high opinion of companies engaged in social issues |
49 |
125 |
| I often buy, on impulse, products I hadn't thought of |
42 |
147 |
| quality wise Italian products are in no way inferior to products from other countries |
86 |
106 |
| if I see a new product in a shop/supermarket, I often buy it |
38 |
132 |
| When I buy i often rely on instinct |
26 |
132 |
| I'm always keen to try the new hi-tech products |
39 |
107 |
| I only buy really good quality products for my home and myself |
56 |
102 |
| The products I buy (toiletries, clothes) have to reflect my personality |
75 |
119 |
| I try to be a non-conformist in what I buy or own |
43 |
144 |
| I often buy a product because of its nice packaging |
28 |
149 |
| When i choose a product i take aesthetic attributes into account |
25 |
131 |
| I like to walk around shopping centres and visit the shops |
63 |
131 |
| I like to shop: for me buying is a real pleasure |
67 |
155 |
| before I am convinced about buying I need to see and touch the products |
87 |
113 |
| If I see a new product, I am interested in trying it |
58 |
135 |
| I like to buy in small shops/markets |
66 |
120 |
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| Holidays: principles and guidelines |
| I prefer to rely on experts such as travel agencies or tour operators when planning my holidays |
41 |
135 |
| I prefer holidays on the move rather than in one place |
45 |
109 |
| When I'm on holiday, I like to be "treated like a lord " |
69 |
115 |
| I prefer cultural holidays: visiting cities, historic sites, museums, etc. |
58 |
137 |
| I like discovering the beauty of my own country |
48 |
120 |
| I like relaxing holidays |
82 |
105 |
| I like adventurous holidays |
20 |
144 |
| I think holidays mean the pleasure of meeting new people |
69 |
115 |
| on holiday I spare no expense |
24 |
127 |
| I prefer to go on holiday with a group of friends |
63 |
105 |
| I like the idea of a holiday village |
55 |
114 |
| I like to visit naturalistic sites |
38 |
125 |
| I like changing resort and seeing new places |
81 |
111 |
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| Health: principles and guidelines |
| I really look after my health |
78 |
111 |
| I prefer to treat illness with herbs |
15 |
135 |
| I have faith in the homeopathic medicine |
18 |
203 |
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| Attitudes to cosmetics |
| I do a lot to keep in shape |
43 |
134 |
| I look after my appearance, my image |
68 |
118 |
| I like others to look at me |
45 |
136 |
| I use face creams regularly |
75 |
175 |
| I use products to keep my skin young and supple |
62 |
212 |
| I often use natural toiletries |
22 |
219 |
| I only use good quality toiletries |
49 |
153 |
| I'm interested in innovations in cosmetics |
50 |
222 |
| I use product that are not tested on animals |
51 |
171 |
| I always pay attention to the brand of toiletries |
63 |
147 |
| I like to be tanned, in winter too |
14 |
203 |
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| Clothing: principles and guidelines |
| in winter I often wear furs |
12 |
201 |
| I spend a lot of money on clothes |
31 |
148 |
| I dress in a young style |
61 |
114 |
| I often wear a valuable watch |
22 |
145 |
| when I go out, I want to look elegant |
55 |
140 |
| every season I buy some new clothes |
75 |
120 |
| I like my clothes to smell clean |
92 |
105 |
| I only buy fashionable clothes |
42 |
137 |
| I wear designer clothes |
53 |
134 |
| I dress in a very personal way |
72 |
115 |
| I consider accessories very important (shoes, socks, belts, ties, scarves) |
67 |
159 |
| I often wear costume jewellery (rings, bracelets, necklaces) |
46 |
236 |
| I often wear valuable rings, bracelets, necklaces |
32 |
235 |
| I buy my clothes only in highclass boutiques |
12 |
135 |
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| Household management: principles and guidelines |
| I really care about the house being clean |
64 |
175 |
| I cannot stand mess |
55 |
178 |
| house work gives me a certain satisfaction |
36 |
144 |
| I care about the floors being spotless |
61 |
175 |
| I always try new cleaning products |
33 |
205 |
| At home I have many cleaning products |
44 |
201 |
| I mostly consider lowprice when I buy cleaning products |
36 |
155 |
| I only buy the best known brands |
27 |
165 |
| I often have friends and relatives round |
34 |
158 |
| my home is lively and colourful |
49 |
182 |
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| Expenses, savings and investments: principles and guidelines |
| I look for profitable ways to invest my money |
29 |
105 |
| I do all I can to earn more |
52 |
110 |
| I like spending |
57 |
130 |
| I look with interest at advertising for financial services |
7 |
105 |
| I think I'm good at managing my money |
71 |
104 |
| I prefer enjoying my money (spending it) rather than saving it |
32 |
115 |
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| Do you own a credit card? |
| Yes |
30 |
183 |
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| How much do you usually spend for clothes? |
| A great deal |
2 |
305 |
| A lot |
9 |
153 |
| Quite a lot |
52 |
117 |
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| Do you own any dogs? |
| Yes |
21 |
112 |
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| Do you own any cats? |
| Yes |
22 |
176 |
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| Attention to advertising in magazines |
| Often |
20 |
362 |
| Sometimes |
43 |
195 |
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| Attitude to advertising |
| I like it, it amuses me |
53 |
130 |
| It helps me orientate in the purchasing pricess |
50 |
150 |
| It should say more about the company and its values |
43 |
122 |
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| Attention to advertising |
| High |
41 |
176 |
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Source: Sinottica 2009-1
Based on: adults
C.I.: Concentration Index
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