Amica
RE-ARCHITECTING AMICA
Why is there a new Amica? Because re-architecting is vital.
Because a magazine that is about to celebrate its 50th birthday (it was founded in 1962) still feels young and wants to be up-to-date.
Because change is in the DNA of Amica, a magazine which has accompanied the evolution of the Italian woman more than any other magazine over the last five decades.
Without being afraid to fight against conformity, to tell the truth and to address “awkward” questions. With skill and irony, freedom and impartiality.
Because fashion itself is evolution, mirroring lifestyles and how they change.
We cannot go back, but the past is a heritage upon which we can build the future.
In 2002 Amica went from being a weekly to a monthly magazine. Ten years with a distinct, different, non-conformist identity. For women who are not looking for advice and guidelines, but just pleasant entertainment and a selective look at everything that concerns fashion. Clothes and much more. Trends, people, places and gossip all seen through the eyes of a best friend who goes to red carpet events and fashion shows and who knows celebrities but isn’t a fashion victim.
The “Amica” (the friend) we would all like to have, because she is fun, she wins us over and she reminds us that being a woman means knowing how to dream.
Amica is for women who know how to combine designer labels and high-street fashion, who change their accessories to give their look a new twist, who look after their appearance and want to keep up-to-date with the latest products (and their pros and cons), who know how to choose and are curious, who aren’t afraid to experiment, to try things out and to take risks.
Women who know and want to smile about relationships, sex, children and difficulties.
Women who can’t stand prejudice and hypocrisy. Who can celebrate the success of others and suffer tragedy.
Women who use the internet but cannot give up the very private pleasure of a good read. The quality of the writers is just as important as the quality of the pictures.
Women who are proud of their multitasking nature and see their favourite monthly magazine as an ally, not a teacher.
The identity of the new Amica is all this and much more. We will build it together.
FIRST APPEARED:
1962
EDITOR-IN-CHIEF:
Cristina Lucchini
FREQUENCE:
monthly
CIRCULATION:
178.000 copies
Ads 2010
READERSHIP:
1,072.000 readers (adults)
Audipress 2011.3
Reader profile
| .000 | %Com | Idx | |
| Total | 1.072 | 100 | 100 |
| Gender | |||
| Male | 69 | 6.5 | 13 |
| Female | 1002 | 93.5 | 180 |
| Buying Manager | |||
| Yes | 780 | 72.8 | 152 |
| No | 292 | 27.2 | 52 |
| Age | |||
| 14/17 | 36 | 3.4 | 79 |
| 18/24 | 84 | 7.8 | 94 |
| 25/34 | 139 | 13 | 91 |
| 35/44 | 191 | 17.8 | 96 |
| 45/54 | 239 | 22.3 | 131 |
| 55/64 | 182 | 17 | 117 |
| Over 64 | 200 | 18.7 | 80 |
| Education | |||
| Graduates | 172 | 16.1 | 151 |
| High School Certificates | 420 | 39.2 | 118 |
| School Leaving Certificates | 332 | 31 | 85 |
| Primary School | 139 | 13 | 79 |
| No one | 8 | 0.8 | 23 |
| Town size | |||
| Up to 10,000 inhabitants | 330 | 30.8 | 99 |
| 10-30,000 inhabitants | 270 | 25.2 | 104 |
| 30-100,000 inhabitants | 206 | 19.2 | 91 |
| 100-250,000 inahbitants | 103 | 9.6 | 114 |
| Over 250,000 inahibitants | 163 | 15.2 | 101 |
| Geographical Areas | |||
| North-West | 314 | 29.3 | 110 |
| North-East | 232 | 21.7 | 113 |
| Centre | 236 | 22 | 111 |
| South | 220 | 20.5 | 89 |
| Islands | 69 | 6.5 | 59 |
| Regions | |||
| Piemonte Valle d'Aosta | 96 | 9 | 117 |
| Liguria | 32 | 2.9 | 107 |
| Lombardia | 187 | 17.4 | 107 |
| Trentino Alto Adige | 20 | 1.9 | 111 |
| Veneto | 102 | 9.5 | 117 |
| Friuli | 35 | 3.2 | 157 |
| Emilia | 76 | 7.1 | 96 |
| Toscana | 62 | 5.8 | 93 |
| Marche | 62 | 5.8 | 221 |
| Umbria | 19 | 1.8 | 116 |
| Lazio | 93 | 8.7 | 92 |
| Abruzzi e Molise | 38 | 3.6 | 129 |
| Campania | 65 | 6.1 | 65 |
| Puglia | 43 | 4 | 60 |
| Basilicata | 45 | 4.2 | 430 |
| Calabria | 29 | 2.7 | 80 |
| Sicilia | 57 | 5.3 | 64 |
| Sardegna | 12 | 1.2 | 41 |
| Socio-Economic Class | |||
| High Class | 41 | 3.9 | 170 |
| Middle-High Class | 155 | 14.5 | 128 |
| Middle | 786 | 73.3 | 108 |
| Middlelow class | 85 | 8 | 50 |
| Low class | 4 | 0.4 | 16 |
| Profession | |||
| Manager/Upper Management/Entrepreneur freelance Professional | 59 | 5.5 | 100 |
| Employee | 162 | 15.1 | 116 |
| Shopkeepers / artisans | 51 | 4.7 | 103 |
| Agents / self-emplyed | 8 | 0.7 | 45 |
| Farmers | 3 | 0.3 | 46 |
| Teachers / Journalists | 55 | 5.1 | 216 |
| Workmen / agricultural workers | 110 | 10.2 | 73 |
| Housewives (Cat. 1) | 15 | 1.4 | 226 |
| Housewives (Cat. 2.6) | 32 | 3 | 164 |
| Housewives (Cat. 3.5) | 24 | 2.3 | 141 |
| Housewives (Cat. 7) | 60 | 5.6 | 144 |
| Housewives (Other Cat.) | 91 | 8.5 | 109 |
| Students | 102 | 9.5 | 99 |
| Pensioners | 221 | 20.7 | 87 |
| Others | 79 | 7.4 | 80 |
| Salary (Euros) | |||
| Up to 400 | 2 | 0.2 | 38 |
| 400 to 650 | 8 | 0.8 | 39 |
| 651 to 900 | 28 | 2.6 | 49 |
| 901 to 1150 | 56 | 5.3 | 66 |
| 1151 to 1400 | 104 | 9.7 | 80 |
| 1401 to 1650 | 98 | 9.1 | 99 |
| 1651 to 1900 | 91 | 8.5 | 98 |
| 1901 to 2150 | 105 | 9.8 | 121 |
| 2151 to 2400 | 105 | 9.8 | 109 |
| 2401 to 2650 | 104 | 9.7 | 103 |
| 2651 to 3250 | 114 | 10.6 | 100 |
| 3251 to 3850 | 116 | 10.8 | 128 |
| 3851 to 5000 | 93 | 8.7 | 152 |
| Over 5000 | 48 | 4.5 | 149 |
- Source: Audipress 2011.3
- Base: adulti
- C.I Concentration Index
- %comp.: Composition Percent
Styles that dominate
| % di comp. | I.C. | |
| New Sinottica lifestyles | ||
| THE GIRL DREAMERS | 4 | 139 |
| THE DOUBLE-ROLE WOMEN | 19 | 257 |
| THE FEMALE ELITE | 15 | 319 |
| The protagonists | 2 | 102 |
| THE BUBBLY WOMEN | 8 | 277 |
| THE SOUND WOMEN | 9 | 194 |
| THE RESILIENT WOMEN | 11 | 164 |
| THE "CURIOUS AND SOBER" LADIES | 12 | 182 |
| Self profile | ||
| I love anything new | 74 | 103 |
| I succeed in many of the things I do | 74 | 109 |
| I'm good at supervising other people | 47 | 102 |
| I have confidence in myself | 88 | 103 |
| Women's clothing styles | ||
| Aspiring | 12 | 138 |
| Debutantes | 27 | 300 |
| Ladies | 12 | 333 |
| Purchasing styles | ||
| Detatched | 16 | 196 |
| Showy | 9 | 228 |
| Rational | 14 | 281 |
| Food styles | ||
| Careful | 26 | 261 |
| Emulative | 9 | 111 |
| Conservative | 23 | 176 |
| Balanced | 13 | 128 |
| New driving styles | ||
| Disillusion and convenience | 10 | 171 |
| Progressive and concrete | 6 | 137 |
| Female utility | 13 | 156 |
| Household management styles | ||
| Careful | 9 | 137 |
| Detatched | 21 | 296 |
| Proud | 11 | 155 |
| Women's cosmetic styles | ||
| Soap and water | 11 | 205 |
| Exuberant | 10 | 171 |
| Resilent | 16 | 236 |
| Sophisticated | 28 | 350 |
| Well-preserved | 17 | 181 |
| Personal care styles | ||
| Problems and solutions | 17 | 230 |
| Health and beauty | 32 | 167 |
| Financial styles | ||
| Consumers | 24 | 150 |
| Detatched money managers | 21 | 211 |
| New multimedia styles | ||
| Moderate | 6 | 126 |
| Informed | 15 | 423 |
| New romantics | 8 | 106 |
| Audiophiles | 16 | 192 |
| Leisure time | ||
| Carefree | 4 | 105 |
| Hyperactive | 17 | 213 |
| Stay-at-home mothers | 26 | 261 |
| Holiday styles | ||
| Globetrotters | 12 | 109 |
| 5 stars hotel | 14 | 197 |
| Holiday home | 11 | 171 |
| Holiday destination | ||
| Italy | 50 | 133 |
| Europe | 12 | 113 |
| Outside Europe | 5 | 124 |
| Activities to improve/retain welness | ||
| Yes | 47 | 118 |
| In the last 3 months have you… | ||
| Theatrical Performances (drama or opera) | 14 | 146 |
| Lectures or cultural events | 15 | 126 |
| Museum/exhibitions | 16 | 147 |
| Bookshop | 52 | 176 |
| Monuments/churches | 33 | 184 |
| Any trade fairs | 45 | 161 |
| Eno-gastronomical trade fairs | 35 | 163 |
| Other types of trade fairs | 27 | 150 |
| Traditional local events | 53 | 160 |
| Otlets | 41 | 179 |
| Archeological sites | 6 | 159 |
| Zoo/botanic gardner | 4 | 126 |
| Political events | 8 | 153 |
| Summary organizers | ||
| Impulse buying | 20 | 156 |
| Appeal of novelty | 39 | 113 |
| Appeal of form/appearance | 45 | 113 |
| Orientation to being different | 36 | 138 |
| Sports | ||
| At least one | 36 | 139 |
| Jogging | 14 | 121 |
| Exercising at home | 12 | 143 |
| Exercising in the gym | 17 | 128 |
| Yoga | 3 | 139 |
| Massages | 9 | 194 |
| Purchasing: principles and guidelines | ||
| I often buy useless things | 32 | 148 |
| If I like something, I just buy it without considering the price | 26 | 103 |
| I am prepared to pay more for products that make life easier | 53 | 105 |
| Before making an important purchase I look into all the different options | 55 | 103 |
| I compare the prices between similar product | 75 | 105 |
| Every week I plan the purchase | 57 | 106 |
| I collect different types of rubbish (glass, paper, plastic) separately | 83 | 115 |
| i choose products/brands that respect the environment/human rights | 66 | 116 |
| I have a high opinion of companies that are engaged in social initiatives | 90 | 114 |
| I like changing brands | 53 | 111 |
| I often buy, on impulse, products I hadn't thought of | 33 | 116 |
| If I see a new product in a shop/supermarket, I often buy it | 33 | 118 |
| When I buy i often rely on instinct | 41 | 106 |
| The products I buy (toiletries, clothes) have to reflect my personality | 78 | 122 |
| I try to be a non-conformist in what I buy or own | 39 | 126 |
| I often buy a product because of its nice packaging | 26 | 136 |
| When i choose a product i take aesthetic attributes into account | 49 | 131 |
| I like to walk around shopping centres and visit the shops | 63 | 134 |
| I like to shop: for me buying is a real pleasure | 65 | 150 |
| If I see a new product, I am often interested in trying it | 51 | 122 |
| I like to buy in small shops/markets | 77 | 137 |
| I like to buy, in particular occasions, in hard discount stores and in other occasions in classy shops | 61 | 122 |
| When i can, i prefer to buy in outlets/stocks | 58 | 130 |
| I prefer to visit shops in which the staff is knowledgeable | 74 | 106 |
| Above all I pay attention to products which are highlighted by the point of sale | 52 | 111 |
| I usually write a shopping list | 46 | 116 |
| Holidays: principles and guidelines | ||
| I prefer to rely on experts such as travel agencies or tour operators when planning my holidays | 44 | 144 |
| I prefer holidays on the move rather than in one place | 45 | 111 |
| when I'm on holiday, I like to be "treated like a lord " | 63 | 109 |
| I prefer cultural holidays: visiting cities, historic sites, museums, etc. | 56 | 125 |
| I think holidays mean the pleasure of meeting new people | 66 | 114 |
| I like holiday with a group of friends | 66 | 111 |
| I like the idea of a holiday village | 52 | 106 |
| I like to visit naturalistic sites | 66 | 110 |
| I like changing resort and seeing new places | 82 | 112 |
| I prefer low cost/last minute holiday | 46 | 106 |
| Health: principles and guidelines | ||
| I really look after my health | 80 | 112 |
| I prefer to treat illness with herbs | 19 | 165 |
| I have faith in the homeopathic medicine | 15 | 156 |
| I use alternative medicine (faith-healing, acupunc-ture, etc.) | 8 | 154 |
| Attitudes to cosmetics | ||
| I do a lot to keep in shape | 43 | 129 |
| I look after my appearance, my image | 71 | 121 |
| I like others to look at me | 43 | 129 |
| I use face creams regularly | 78 | 182 |
| I use products to keep my skin young and supple | 58 | 197 |
| I often use natural toiletries | 37 | 188 |
| I only use good quality toiletries | 47 | 145 |
| I'm interested in innovations in cosmetics | 45 | 209 |
| I use product that are not tested on animals | 54 | 178 |
| I always pay attention to the brand of toiletries | 55 | 130 |
| I like to be tanned, in winter too | 9 | 126 |
| Clothing: principles and guidelines | ||
| in winter I often wear furs | 12 | 228 |
| I usually wear a complete / matching outfit (jacket and tie, suit, dress) | 12 | 115 |
| I spend a lot of money on clothes | 31 | 152 |
| I often wear a valuable watch | 20 | 134 |
| when I go out, I want to look elegant | 54 | 136 |
| I only buy fashionable clothes | 36 | 119 |
| I wear designer clothes | 53 | 138 |
| I dress in a very personal way | 71 | 114 |
| I consider accessories very important (shoes, socks, belts, ties, scarves) | 64 | 150 |
| I often wear costume jewellery (rings, bracelets, necklaces) | 45 | 229 |
| I often wear valuable rings, bracelets, necklaces | 29 | 218 |
| I buy my clothes only in highclass boutiques | 10 | 123 |
| Household management: principles and guidelines | ||
| I really care about the house being clean | 62 | 170 |
| Only during weekends I clean my home | 11 | 121 |
| I often have friends and relatives round | 37 | 175 |
| Often my home is very untidy | 16 | 143 |
| my home is lively and colourful | 49 | 186 |
| Expenses, savings and investments: principles and guidelines | ||
| I look for profitable ways to invest my money | 30 | 110 |
| I do all I can to earn more | 53 | 113 |
| I like spending | 53 | 123 |
| I prefer enjoying my money (spending it) rather than saving it | 31 | 117 |
| Do you own a credit card? | ||
| Yes | 25 | 157 |
| How much do you usually spend for clothes? | ||
| A great deal | 1 | 271 |
| A lot | 9 | 151 |
| Do you own any dogs? | ||
| Yes | 20 | 113 |
| Do you own any cats? | ||
| Yes | 15 | 117 |
| Attention to advertising in magazines | ||
| Often | 16 | 318 |
| Sometimes | 45 | 195 |
| Attitude to advertising | ||
| I like it, it amuses me | 54 | 132 |
| It helps me orientate in the purchasing process | 43 | 126 |
| It should say more about the company and its values | 47 | 129 |
| Attention to advertising | ||
| High | 39 | 172 |
| Medium high | 26 | 112 |
- Source: Sinottica 2010.A
- Base: adulti
- C.I Concentration Index
- %comp.: Composition Percent
