Casamica
Media detailsFormat and Technical SpecificationsIssue Calendar
It was the first magazine that was about interior design, the art of living, the most beautiful and special houses in the world. Casamica is a reporter that leads the readers of "Corriere della Sera" through the world of interior design, focusing on styles and on innovations in architecture and design. Every month the readers are guests of the most interesting personalities and sector leaders in interior design, in art, in culture and in shows.
The journey through the pages of Casamica leads you to the heart of the paper which is formed by a wide range of furnishing products. A sort of virtual shop you can glance through to know, choose and buy the best for your house.
Thanks to a network of international collaborators, Casamica is constantly seeking innovations and curiosities so as to tell the small and great stories of interior design, edition after edition. It stands out for its simplicity, its clarity of language and style and for its light and ironic editorial spirit, which enables a pleasant and relaxing reading of a paper full of information.
But Casamica is, above all, a new advertising media for the furnishing sector. It is the only one which is able to provide lots of readers, a quality target audience and prestigious editorial contents.
A media that cares greatly for a perfect cohabitation of advertising and services which are parts of a sole editorial project. These elements are combined in such a way that make it possible for them to set each other off and thus to carry out their informative function for the reader.
FIRAT APPEARED:
1962
EDITOR-IN-CHIEF:
Silvia Robertazzi
FREQUENCE:
monthly
CIRCULATION:
432,000 copies
Ads media mobile
jan-dec. 2010
READERSHIP:
1,428,000 readers (adults)
Audipress 2011.3
Reader profile
| .000 | %Com | Idx | |
| Total | 1.428 | 100 | 100 |
| Gender | |||
| Male | 320 | 22.4 | 47 |
| Female | 1108 | 77.6 | 149 |
| Buying Manager | |||
| Yes | 923 | 64.6 | 135 |
| No | 506 | 35.4 | 68 |
| Age | |||
| 14/17 | 47 | 3.3 | 77 |
| 18/24 | 98 | 6.9 | 82 |
| 25/34 | 187 | 13.1 | 93 |
| 35/44 | 295 | 20.6 | 112 |
| 45/54 | 271 | 19 | 111 |
| 55/64 | 245 | 17.1 | 119 |
| Over 64 | 285 | 19.9 | 86 |
| Education | |||
| Graduates | 404 | 28.3 | 267 |
| High School Certificates | 677 | 47.4 | 143 |
| School Leaving Certificates | 296 | 20.7 | 57 |
| Primary School | 45 | 3.1 | 19 |
| No one | 7 | 0.5 | 14 |
| Town size | |||
| Up to 10,000 inhabitants | 377 | 26.4 | 85 |
| 10-30,000 inhabitants | 321 | 22.5 | 93 |
| 30-100,000 inhabitants | 254 | 17.8 | 84 |
| 100-250,000 inahbitants | 116 | 8.1 | 96 |
| Over 250,000 inahibitants | 359 | 25.1 | 167 |
| Geographical Areas | |||
| North-West | 698 | 48.9 | 183 |
| North-East | 277 | 19.4 | 101 |
| Centre | 219 | 15.3 | 77 |
| South | 192 | 13.5 | 58 |
| Islands | 42 | 2.9 | 26 |
| Regions | |||
| Piemonte Valle d'Aosta | 67 | 4.7 | 61 |
| Liguria | 16 | 1.1 | 40 |
| Lombardia | 615 | 43.1 | 264 |
| Trentino Alto Adige | 36 | 2.5 | 151 |
| Veneto | 122 | 8.6 | 105 |
| Friuli | 39 | 2.7 | 131 |
| Emilia | 80 | 5.6 | 76 |
| Toscana | 46 | 3.2 | 51 |
| Marche | 24 | 1.7 | 63 |
| Umbria | 12 | 0.9 | 56 |
| Lazio | 137 | 9.6 | 101 |
| Abruzzi e Molise | 25 | 1.8 | 64 |
| Campania | 63 | 4.4 | 47 |
| Puglia | 56 | 3.9 | 58 |
| Basilicata | 22 | 1.5 | 156 |
| Calabria | 26 | 1.8 | 56 |
| Sicilia | 27 | 1.9 | 23 |
| Sardegna | 15 | 1 | 37 |
| Socio-Economic Class | |||
| High Class | 110 | 7.7 | 342 |
| Middle-High Class | 326 | 22.8 | 202 |
| Middle | 925 | 64.8 | 95 |
| Middlelow class | 62 | 4.3 | 27 |
| Low class | 5 | 0.4 | 14 |
| Profession | |||
| Manager/Upper Management/Entrepreneur freelance Professional | 197 | 13.8 | 250 |
| Employee | 256 | 17.9 | 138 |
| Shopkeepers / artisans | 50 | 3.5 | 76 |
| Agents / self-emplyed | 17 | 1.2 | 74 |
| Farmers | 4 | 0.3 | 42 |
| Teachers / Journalists | 104 | 7.3 | 309 |
| Workmen / agricultural workers | 86 | 6 | 43 |
| Housewives (Cat. 1) | 29 | 2 | 338 |
| Housewives (Cat. 2.6) | 42 | 2.9 | 160 |
| Housewives (Cat. 3.5) | 20 | 1.4 | 89 |
| Housewives (Cat. 7) | 31 | 2.2 | 57 |
| Housewives (Other Cat.) | 72 | 5 | 64 |
| Students | 133 | 9.3 | 97 |
| Pensioners | 318 | 22.3 | 94 |
| Others | 69 | 4.8 | 53 |
| Salary (Euros) | |||
| Up to 400 | 5 | 0.3 | 56 |
| 400 to 650 | 11 | 0.7 | 38 |
| 651 to 900 | 39 | 2.7 | 51 |
| 901 to 1150 | 41 | 2.9 | 36 |
| 1151 to 1400 | 83 | 5.8 | 48 |
| 1401 to 1650 | 104 | 7.3 | 79 |
| 1651 to 1900 | 96 | 6.7 | 77 |
| 1901 to 2150 | 96 | 6.7 | 84 |
| 2151 to 2400 | 129 | 9 | 101 |
| 2401 to 2650 | 138 | 9.7 | 103 |
| 2651 to 3250 | 198 | 13.8 | 131 |
| 3251 to 3850 | 184 | 12.9 | 152 |
| 3851 to 5000 | 163 | 11.4 | 200 |
| Over 5000 | 142 | 10 | 330 |
- Source: Audipress 2011.3
- Base: adulti
- C.I Concentration Index
- %comp.: Composition Percent
Styles that dominate
| % di comp. | I.C. | |
| New Sinottica lifestyles | ||
| THE DOUBLE-ROLE WOMEN | 16 | 220 |
| THE FEMALE ELITE | 14 | 310 |
| THE PROTAGONISTS | 5 | 237 |
| THE BUBBLY WOMEN | 9 | 343 |
| THE SOUND WOMEN | 10 | 216 |
| THE RESILIENT WOMEN | 8 | 122 |
| THE "CURIOUS AND SOBER" LADIES | 9 | 140 |
| Self profile | ||
| I love anything new | 83 | 116 |
| I'm precise | 78 | 103 |
| I succeed in many of the things I do | 79 | 115 |
| I'm good at supervising other people | 50 | 106 |
| I have confidence in myself | 89 | 104 |
| I like taking risks | 27 | 105 |
| Women's clothing styles | ||
| Aspiring | 10 | 113 |
| Debutantes | 25 | 300 |
| Practical | 8 | 178 |
| Ladies | 9 | 237 |
| Madams | 9 | 155 |
| Purchasing styles | ||
| Aspiring | 8 | 111 |
| Traditional | 7 | 151 |
| Detatched | 14 | 166 |
| Showy | 16 | 354 |
| Rational | 15 | 315 |
| Food styles | ||
| Careful | 22 | 217 |
| Functional | 20 | 113 |
| Emulative | 17 | 214 |
| Conservative | 17 | 130 |
| Balanced | 11 | 106 |
| New driving styles | ||
| Youthful enthusiasm | 3 | 122 |
| Disillusion and convenience | 7 | 144 |
| progressive and concrete | 9 | 168 |
| Female utility | 19 | 223 |
| Household management styles | ||
| Careful | 9 | 129 |
| Detatched | 22 | 304 |
| Proud | 11 | 160 |
| Essential | 10 | 101 |
| Women's cosmetic styles | ||
| Soap and water | 9 | 147 |
| Exuberant | 7 | 124 |
| Resilent | 13 | 202 |
| Respectable | 13 | 205 |
| Sophisticated | 22 | 287 |
| Well-preserved | 16 | 188 |
| Personal care styles | ||
| Problems and solutions | 19 | 301 |
| health and beauty | 30 | 155 |
| Financial styles | ||
| Consumers | 23 | 147 |
| Autonomous VIPs | 7 | 147 |
| New multimedia styles | ||
| Newcomers | 15 | 109 |
| General | 10 | 149 |
| Technophiles | 13 | 128 |
| Informed | 11 | 366 |
| New-romantic | 8 | 110 |
| Audiophiles | 12 | 154 |
| Leisure time | ||
| Carefree | 6 | 138 |
| Hyperactive | 20 | 249 |
| Stay-at-home mothers | 29 | 294 |
| Holiday styles | ||
| Globetrotters | 17 | 158 |
| 5-star hotel | 12 | 172 |
| Holiday village | 13 | 112 |
| Seaview hotel | 10 | 113 |
| Holiday home | 8 | 121 |
| Holiday destination | ||
| Italy | 48 | 127 |
| Europe | 15 | 154 |
| Outside Europe | 8 | 175 |
| Activities to improve/retain welness | ||
| Yes | 48 | 125 |
| In the last 3 months have you… | ||
| THEATRICAL PERFORMANCE (DRAMA OR OPERA) | 14 | 146 |
| LECTURES OR CULTURAL EVENTS | 19 | 158 |
| MUSEUMS, EXHIBITIONS | 19 | 167 |
| BOOKSHOP | 55 | 180 |
| LIVE SPORTS EVENT | 18 | 124 |
| MONUMENTS/CHURCHES | 26 | 146 |
| any trade fairs | 44 | 161 |
| ENO-GASTRONOMICAL TRADE FAIRS/EVENTS | 31 | 151 |
| OTHER TYPES OF TRADE FAIRS | 27 | 155 |
| TRADITIONAL LOCAL EVENTS | 44 | 135 |
| OUTLETS | 46 | 191 |
| ARCHEOLOGICAL SITE | 6 | 167 |
| ZOOS OR BOTANICAL GARDENS | 4 | 120 |
| Summary organizers | ||
| Quality of products | 51 | 113 |
| Brand awareness | 27 | 108 |
| Comparison between alternatives | 67 | 116 |
| Impulse buying | 16 | 134 |
| Appeal of novelty | 37 | 111 |
| Appeal of form/appearance | 43 | 108 |
| Orientation to being different | 37 | 143 |
| Sports | ||
| At least one | 40 | 149 |
| Jogging | 15 | 130 |
| Exercising at home | 19 | 214 |
| Exercising in the gym | 16 | 118 |
| Yoga | 3 | 163 |
| Massage | 15 | 314 |
| Purchasing: principles and guidelines | ||
| I often buy useless things | 26 | 129 |
| If I like something, I just buy it without considering the price | 30 | 118 |
| I am prepared to pay more for products that make life easier | 58 | 115 |
| before making an important purchase I look into all the different options | 54 | 103 |
| Every week I plan the purchase | 55 | 103 |
| before making an important purchase I look into all the different options | 82 | 104 |
| I choose products and brands that promise first-class service | 76 | 111 |
| I collect different types of rubbish (glass, paper, plastic) separately | 85 | 116 |
| i choose products/brands that respect the environment/human rights | 68 | 118 |
| i have a high opinion of companies that are engaged in social initistives | 90 | 120 |
| I often buy, on impulse, products I hadn't thought of | 35 | 130 |
| I only buy trusted products, ones I know | 73 | 104 |
| I only buy products of well known brands | 44 | 110 |
| if I see a new product in a shop/supermarket, I often buy it | 35 | 130 |
| Negli acq. mi affido + ad intuito che a rifless. | 44 | 115 |
| I'm always keen to try the new hi-tech products | 39 | 112 |
| I can totally trust products from well known companies | 44 | 101 |
| I only buy really good quality products for my home and myself | 61 | 108 |
| the products I buy (toiletries, clothes) have to reflect my personality | 82 | 132 |
| I try to be a non-conformist in what I buy or own | 40 | 132 |
| I often buy a product because of its nice packaging | 21 | 114 |
| when i choose a product i take aesthetic attributes into account | 52 | 136 |
| before I buy a product/goods/service i like to visit many points of sale | 59 | 103 |
| I like to walk around shopping centres and visit the shops | 59 | 125 |
| I like to shop: for me buying is a real pleasure | 62 | 146 |
| before I am convinced about buying I need to see and touch the products | 83 | 108 |
| If I see a new product, I am often interested in trying it | 49 | 121 |
| I like to buy in small shops/markets | 78 | 139 |
| I like to buy, in particular occasions, in hard discount stores and in other occasions in classy shops | 58 | 118 |
| i prefer to buy in outlests/stocks | 59 | 132 |
| I prefer to visit shops in which the staff is knowledgeable | 76 | 108 |
| above all I pay attention to products which are highlighted by the point of sale | 52 | 108 |
| I usually write a shopping list | 54 | 134 |
| Holidays: principles and guidelines | ||
| I prefer to rely on experts such as travel agencies or tour operators when planning my holidays | 46 | 149 |
| At first, I look for some informations on Internet | 21 | 126 |
| I prefer holidays on the move rather than in one place | 41 | 102 |
| when I'm on holiday, I like to be "treated like a lord " | 64 | 113 |
| I prefer cultural holidays: visiting cities, historic sites, museums, etc. | 55 | 121 |
| i like to discover the beauties of my country | 85 | 109 |
| I prefer relaxed holiday | 83 | 107 |
| I like adventures | 29 | 107 |
| I think holidays mean the pleasure of meeting new people | 60 | 106 |
| I prefer to go on holiday with a group of friends | 64 | 109 |
| I like the idea of a holiday village | 58 | 120 |
| i like to visit naturalistic sites | 72 | 119 |
| I like changing resort and seeing new places | 85 | 117 |
| I prefer low cost/last minute holiday | 55 | 127 |
| Health: principles and guidelines | ||
| I really look after my health | 76 | 106 |
| I prefer to treat illness with herbs | 21 | 184 |
| I have faith in the homeopathic medicine | 17 | 180 |
| I have a periodical check up, even though I'm fine and I have no serious ailments | 45 | 102 |
| I use alternative medicine (faith-healing, acupunc-ture, etc.) | 7 | 134 |
| Attitudes to cosmetics | ||
| I do a lot to keep in shape | 47 | 141 |
| I look after my appearance, my image | 71 | 122 |
| I like others to look at me | 42 | 127 |
| I use face creams regularly | 78 | 188 |
| I use products to keep my skin young and supple | 58 | 207 |
| i often use natural toiletries | 37 | 193 |
| I only use good quality toiletries | 50 | 159 |
| I'm interested in innovations in cosmetics | 48 | 232 |
| I use product that are not tested on animals | 46 | 154 |
| I always pay attention to the brand of toiletries | 61 | 149 |
| I like to be tanned, in winter too | 11 | 171 |
| Clothing: principles and guidelines | ||
| I usually wear jeans | 64 | 102 |
| in winter I often wear furs | 6 | 119 |
| I spend a lot of money on clothes | 24 | 123 |
| I often wear a valuable watch | 20 | 139 |
| when I go out, I want to look elegant | 54 | 136 |
| I like my clothes to smell fresh | 94 | 107 |
| I only buy fashionable clothes | 38 | 122 |
| I wear designer clothes | 48 | 128 |
| I dress in a very personal way | 66 | 109 |
| I keep my clothes very carefully | 83 | 101 |
| I consider accessories very important (shoes, socks, belts, ties, scarves) | 62 | 148 |
| I often wear costume jewellery (rings, bracelets, necklaces) | 43 | 219 |
| I often wear valuable rings, bracelets, necklaces | 25 | 191 |
| I buy my clothes only in highclass boutiques | 12 | 134 |
| Household management: principles and guidelines | ||
| I really care about the house being clean | 63 | 171 |
| I cannot stand mess | 54 | 174 |
| house work gives me a certain satisfaction | 41 | 162 |
| I care about the floors being spotless | 59 | 170 |
| I always try new cleaning products | 27 | 172 |
| at home I have many cleaning products | 43 | 203 |
| Attention to the product's convenience | 31 | 138 |
| I only buy the best known brands | 25 | 157 |
| Only during weekends I clean my home | 14 | 152 |
| I often have friends and relatives round | 40 | 186 |
| Often my home is very untidy | 19 | 177 |
| my home is lively and colourful | 50 | 194 |
| Expenses, savings and investments: principles and guidelines | ||
| I look for profitable ways to invest my money | 34 | 129 |
| I do all I can to earn more | 49 | 107 |
| I like spending | 61 | 143 |
| I follow the Stock Exchange prices | 9 | 149 |
| I look with interest at advertising for financial services | 9 | 146 |
| I only buy products of well known brands | 76 | 113 |
| Before making any big outlay, I think about it for a while | 86 | 107 |
| I prefer enjoying my money (spending it) rather than saving it | 30 | 112 |
| If I had to invest in something, I'd consider performance more than safety | 20 | 128 |
| Do you own a credit card? | ||
| Yes | 31 | 185 |
| How much do you usually spend for clothes? | ||
| A lot | 10 | 168 |
| Quite a lot | 57 | 128 |
| Do you own any dogs? | ||
| Yes | 20 | 113 |
| Do you own any cats? | ||
| Yes | 17 | 133 |
| Attention to advertising in magazines | ||
| Often | 12 | 238 |
| Attitude to advertising | ||
| I like it, it amuses me | 43 | 106 |
| It helps me orientate in the purchasing process | 40 | 119 |
| It should say more about the company and its values and history | 46 | 126 |
| Attention to advertising | ||
| High | 34 | 147 |
| Medium high | 34 | 145 |
- Source: Sinottica 2010.A
- Base: adulti
- C.I Concentration Index
- %comp.: Composition Percent
