Novella Duemila
Media detailsFormat and Technical SpecificationsIssue Calendar
Novella Duemila is Italy’s most-loved gossip and tittle-tattle weekly magazine; a publication that never fails to satisfy its readers’ wish for entertainment, satire and pleasant diversion.
The magazine aims to broaden a readership that is unabashed in its desire to pry into the private lives of well-known celebrities and personalities.
The editorial project seeks to satisfy two specific aims: one is to be a gossip magazine par excellence, the other is to distinguish itself from its direct competitors, and to move away from the stereotype of a popular magazine.
To meet these goals Novella will continue to inquire into the public and private lives of the most well-known personalities, but greater deliberation will go into the choice of the male and female celebrities spotlighted in the articles, with genuine stars of the entertainment world and personalities from worlds often far removed from that of TV taking ever more of the limelight.
As well as the numerous scoops, the magazine will include three special columns: Novella Rubriche produced by a team of regular writers and packed with irony, Novella Magazine a genuine newspaper-within-a-newspaper that collects the latest gossip on the most influential personalities and, finally, Novella NoStyle with casts a sneering eye over the fashion choices of celebrities and offers its female readers advice on how to avoid making similar gaffes. This section gives over plenty of space to fashion accessories and cosmetics products.
The tone of Novella is increasingly elegant and, at the same time, even more ironic and irreverent, utilising a unique and unmistakeable tone of voice as the language of Novella.
The graphics and fonts are understated and simple, recalling those of international magazines, with plenty of space given over to artwork. Poor-quality photography appears less and less frequently, replaced with pictures also taken from the non-Italian world of gossip.
The entire graphics project was executed by the Paitacco agency
FIRST APPEARED:
1919
EDITOR-IN-CHIEF:
Franco Bonera
FREQUENCE:
weekly
CIRCULATION:
108,000 copies
Ads 2010
READERSHIP:
1.014,000 readers (adults)
Audipress 2011.3
Reader profile
| .000 | %Com | Idx | |
| Total | 1.014 | 100 | 100 |
| Gender | |||
| Male | 152 | 15 | 31 |
| Female | 863 | 85 | 164 |
| Buying Manager | |||
| Yes | 678 | 66.9 | 140 |
| No | 336 | 33.1 | 63 |
| Age | |||
| 14/17 | 28 | 2.8 | 65 |
| 18/24 | 76 | 7.5 | 90 |
| 25/34 | 144 | 14.2 | 100 |
| 35/44 | 237 | 23.4 | 127 |
| 45/54 | 191 | 18.9 | 111 |
| 55/64 | 127 | 12.6 | 87 |
| Over 64 | 210 | 20.7 | 89 |
| Education | |||
| Graduates | 91 | 9 | 85 |
| High School Certificates | 295 | 29.1 | 88 |
| School Leaving Certificates | 431 | 42.5 | 116 |
| Primary School | 174 | 17.1 | 105 |
| No one | 24 | 2.3 | 70 |
| Town size | |||
| Up to 10,000 inhabitants | 340 | 33.5 | 108 |
| 10-30,000 inhabitants | 241 | 23.7 | 98 |
| 30-100,000 inhabitants | 224 | 22.1 | 104 |
| 100-250,000 inahbitants | 85 | 8.4 | 99 |
| Over 250,000 inahibitants | 125 | 12.3 | 82 |
| Geographical Areas | |||
| North-West | 295 | 29.1 | 109 |
| North-East | 172 | 17 | 88 |
| Centre | 244 | 24 | 121 |
| South | 251 | 24.8 | 107 |
| Islands | 52 | 5.1 | 46 |
| Regions | |||
| Piemonte Valle d'Aosta | 83 | 8.2 | 107 |
| Liguria | 26 | 2.5 | 93 |
| Lombardia | 186 | 18.3 | 112 |
| Trentino Alto Adige | 18 | 1.8 | 108 |
| Veneto | 81 | 8 | 98 |
| Friuli | 6 | 0.6 | 29 |
| Emilia | 67 | 6.6 | 90 |
| Toscana | 80 | 7.9 | 126 |
| Marche | 45 | 4.4 | 170 |
| Umbria | 11 | 1.1 | 73 |
| Lazio | 107 | 10.6 | 112 |
| Abruzzi e Molise | 24 | 2.4 | 86 |
| Campania | 135 | 13.3 | 142 |
| Puglia | 45 | 4.4 | 66 |
| Basilicata | 30 | 3 | 303 |
| Calabria | 17 | 1.7 | 51 |
| Sicilia | 25 | 2.5 | 30 |
| Sardegna | 27 | 2.7 | 95 |
| Socio-Economic Class | |||
| High Class | 11 | 1.1 | 49 |
| Middle-High Class | 91 | 9 | 80 |
| Middle | 729 | 71.9 | 106 |
| Middlelow class | 168 | 16.6 | 105 |
| Low class | 15 | 1.4 | 56 |
| Profession | |||
| Manager/Upper Management/Entrepreneur freelance Professional | 26 | 2.6 | 47 |
| Employee | 141 | 13.9 | 107 |
| Shopkeepers / artisans | 40 | 3.9 | 85 |
| Agents / self-emplyed | 19 | 1.9 | 119 |
| Farmers | 1 | 0.1 | 22 |
| Teachers / Journalists | 21 | 2 | 86 |
| Workmen / agricultural workers | 143 | 14.1 | 100 |
| Housewives (Cat. 1) | 8 | 0.8 | 126 |
| Housewives (Cat. 2.6) | 38 | 3.7 | 203 |
| Housewives (Cat. 3.5) | 31 | 3 | 190 |
| Housewives (Cat. 7) | 83 | 8.2 | 212 |
| Housewives (Other Cat.) | 119 | 11.7 | 151 |
| Students | 60 | 6 | 62 |
| Pensioners | 173 | 17.1 | 72 |
| Others | 111 | 10.9 | 119 |
| Salary (Euros) | |||
| Up to 400 | 3 | 0.3 | 55 |
| 400 to 650 | 17 | 1.6 | 85 |
| 651 to 900 | 45 | 4.4 | 83 |
| 901 to 1150 | 75 | 7.4 | 93 |
| 1151 to 1400 | 127 | 12.5 | 104 |
| 1401 to 1650 | 110 | 10.9 | 118 |
| 1651 to 1900 | 93 | 9.1 | 104 |
| 1901 to 2150 | 98 | 9.7 | 121 |
| 2151 to 2400 | 102 | 10.1 | 112 |
| 2401 to 2650 | 100 | 9.9 | 105 |
| 2651 to 3250 | 86 | 8.5 | 80 |
| 3251 to 3850 | 80 | 7.9 | 94 |
| 3851 to 5000 | 60 | 5.9 | 104 |
| Over 5000 | 18 | 1.8 | 59 |
- 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 | 141 |
| The evolutionary guys | 5 | 134 |
| THE DOUBLE-ROLE WOMEN | 13 | 183 |
| THE FEMALE ELITE | 8 | 177 |
| THE BUBBLY WOMEN | 4 | 157 |
| The sound Women | 8 | 183 |
| The resilent women | 14 | 214 |
| THE "CURIOUS AND SOBER" LADIES | 11 | 178 |
| THE "HOME AND CHURCH" WOMEN | 9 | 127 |
| Self profile | ||
| I love anything new | 75 | 105 |
| I'm very energetic | 80 | 101 |
| I'm very simple | 93 | 103 |
| I've successful in many things I do | 75 | 109 |
| I mostly act on instinct, in an emotional rather than rational way | 50 | 120 |
| I love the risks | 27 | 106 |
| Women's clothing styles | ||
| Aspiring | 18 | 205 |
| Debutantes | 15 | 184 |
| Practical | 10 | 217 |
| Ladies | 7 | 195 |
| Madams | 8 | 148 |
| Purchasing styles | ||
| Aspiring | 17 | 223 |
| Rationally | 13 | 215 |
| Detatched | 10 | 126 |
| Showy | 9 | 193 |
| Rational | 7 | 146 |
| Food styles | ||
| Careful | 13 | 126 |
| Emulative | 10 | 127 |
| Conservative | 29 | 227 |
| New driving styles | ||
| Disillusion and convenience | 8 | 150 |
| Female utility | 16 | 187 |
| Household management styles | ||
| Careful | 17 | 249 |
| Detatched | 9 | 127 |
| Proud | 13 | 189 |
| Essential | 13 | 134 |
| Women's cosmetic styles | ||
| Soap and water | 10 | 172 |
| Exuberant | 9 | 155 |
| Resilent | 8 | 117 |
| Respectable | 14 | 212 |
| Sophisticated | 19 | 245 |
| Well-preserved | 15 | 174 |
| Personal care styles | ||
| Problems and solutions | 10 | 159 |
| Health and beauty | 29 | 150 |
| Financial styles | ||
| Youngsters | 16 | 102 |
| Consumers | 19 | 121 |
| New multimedia styles | ||
| General | 19 | 283 |
| Moderate | 4 | 102 |
| Informed | 11 | 355 |
| New romantic | 12 | 177 |
| Leisure time | ||
| Carefree | 7 | 148 |
| Hyperactive | 8 | 102 |
| Stay at home mother | 18 | 179 |
| Holiday styles | ||
| Hotel 5 stars | 10 | 144 |
| Holiday village | 15 | 129 |
| Holiday home | 7 | 103 |
| Holiday destination | ||
| Italy | 44 | 117 |
| Europe | 10 | 110 |
| Activities to improve/retain welness | ||
| Yes | 44 | 113 |
| In the last 3 months have you… | ||
| Museum/Exibitions | 12 | 105 |
| Bookshop | 32 | 104 |
| Cultural Festivals | 6 | 128 |
| Eno-gastronomical trade fairs | 21 | 103 |
| Other types of trade fairs | 38 | 116 |
| Outlets | 34 | 141 |
| Zoo or botanical gardnes | 4 | 118 |
| Summary organizers | ||
| Defending Italian products | 44 | 108 |
| Saving | 51 | 112 |
| Quality of products | 49 | 108 |
| Brand awareness | 28 | 113 |
| Comparison between alternatives | 59 | 102 |
| Impulse buying | 15 | 130 |
| Appeal of form/appearance | 51 | 127 |
| Orientation to being different | 33 | 127 |
| Sports | ||
| at least one | 36 | 132 |
| jogging | 14 | 118 |
| exercising at home | 14 | 159 |
| exercising in the gym | 20 | 151 |
| yoga | 3 | 153 |
| massage | 7 | 147 |
| Purchasing: principles and guidelines | ||
| Often I don't have enough money | 35 | 111 |
| I spend all the money I earn | 16 | 113 |
| If I like something, I just buy it without considering the price | 29 | 115 |
| When I make an important purchase I compare products and prices on specialized publications | 57 | 109 |
| when I go shopping, I always compare prices of similar products | 76 | 107 |
| before making an important purchase I look into all the different options | 81 | 103 |
| I choose products and brands that promise first-class service | 72 | 106 |
| Usually I prefer convenience | 75 | 110 |
| i have a high opinion of companies that are engaged in social activities | 82 | 110 |
| I often buy, on impulse, products I hadn't thought of | 33 | 122 |
| we try to buy only Italian products (white goods, cars …) | 49 | 109 |
| Italian quality isn't inferior | 83 | 104 |
| I buy products that I know very well | 74 | 105 |
| If I see a new product, I buy it | 33 | 124 |
| When I but I mostly rely on instinct | 43 | 112 |
| you can totally trust products from well known companies | 56 | 127 |
| the products I buy (toiletries, clothes) have to reflect my personality | 73 | 116 |
| I try to be a non-conformist in what I buy or own | 38 | 124 |
| I often buy a product because of its nice packaging | 21 | 112 |
| when i choose a product i take aesthetic attributes into account | 50 | 130 |
| If I buy some clothes, I consider aesthetic attributes more than quality | 42 | 135 |
| before I buy a product/goods/service i like to visit many points of sale | 65 | 114 |
| I like to walk around shopping centres and visit the shops | 63 | 133 |
| I like to shop: for me buying is a real pleasure | 56 | 130 |
| When I see a new product, I am interested in trying it | 43 | 106 |
| I like to buy in small shops/markets | 68 | 121 |
| I like to buy, in particular occasions, in hard discount stores and in other occasions in classy shops | 60 | 121 |
| When possible I buy from outlets/stocks | 55 | 123 |
| When I make an important purchase I ask for the opinion of my friends and relatives | 65 | 107 |
| above all I pay attention to products which are highlighted by the point of sale | 60 | 126 |
| I usually write a shopping list | 50 | 123 |
| Holidays: principles and guidelines | ||
| I prefer to rely on experts such as travel agencies or tour operators when planning my holidays | 38 | 122 |
| during my travels, on holiday, I'm prepared to put up with some discomfort | 32 | 115 |
| I like camping | 31 | 114 |
| when I'm on holiday, I like to be "treated like a lord " | 63 | 111 |
| I prefer cultural holidays | 47 | 105 |
| I like to discover the beauty of my own country | 85 | 109 |
| i like adventurous holidays | 28 | 104 |
| I think holidays mean the pleasure of meeting new people | 67 | 119 |
| on holiday I spare no expense | 21 | 113 |
| I prefer to go on holiday with a group of friends | 63 | 107 |
| I like the idea of a holiday village | 62 | 129 |
| I like to visit naturalistic sites | 65 | 107 |
| I like changing resort and seeing new places | 78 | 108 |
| I prefer low cost/last minute holidays | 50 | 117 |
| Health: principles and guidelines | ||
| I really look after my health | 75 | 105 |
| If I have a trouble, I wait to cure without doctors or medical care | 51 | 104 |
| I prefer to treat illness with herbs | 15 | 131 |
| I have a periodical check up, even though I'm fine and I have no serious ailments | 48 | 110 |
| I use alternative medicine (faith-healing, acupunc-ture, etc.) | 6 | 101 |
| Attitudes to cosmetics | ||
| I do a lot to keep in shape | 44 | 132 |
| I look after my appearance, my image | 71 | 124 |
| I like others to look at me | 46 | 141 |
| I use face creams regularly | 64 | 154 |
| I use products to keep my skin young and supple | 48 | 172 |
| I often use natural toiletries | 35 | 180 |
| I only use good quality toiletries | 41 | 130 |
| I'm interested in innovations in cosmetics | 38 | 183 |
| I use product that are not tested on animals | 39 | 129 |
| I always pay attention to the brand of toiletries | 57 | 139 |
| I like to be tanned, in winter too | 9 | 139 |
| Clothing: principles and guidelines | ||
| in winter I often wear furs | 9 | 183 |
| I spend a lot of money on clothes | 27 | 136 |
| when I go out, I want to look elegant | 48 | 122 |
| every season I buy some new clothes | 75 | 121 |
| I like my clothes to smell fresh | 93 | 106 |
| I only buy fashionable clothes | 33 | 106 |
| I wear designer clothes | 49 | 129 |
| I dress in a very personal way | 70 | 115 |
| I consider accessories very important (shoes, socks, belts, ties, scarves) | 55 | 131 |
| I often wear costume jewellery (rings, bracelets, necklaces) | 38 | 191 |
| I often wear valuable rings, bracelets, necklaces | 20 | 155 |
| Household management: principles and guidelines | ||
| I really care about the house being clean | 63 | 171 |
| I care about the floors being spotless | 60 | 174 |
| I always try new cleaning products | 28 | 176 |
| at home I have many cleaning products | 40 | 191 |
| Attention to the product's convenience | 38 | 168 |
| I only buy the best known brands | 23 | 142 |
| Only during weekends I clean my home | 12 | 131 |
| I often have friends and relatives round | 38 | 177 |
| my home is lively and colourful | 51 | 195 |
| Expenses, savings and investments: principles and guidelines | ||
| IN THE HOUSE WE HOLD THE ACCOUNTS OF ALL THE EXPENSES | 74 | 101 |
| I do all I can to earn more | 53 | 114 |
| I like spending | 53 | 125 |
| I consider me a good administrator of my money | 71 | 106 |
| I prefer enjoying my money (spending it) rather than saving it | 30 | 113 |
| if I had to invest in something, I'd consider performance more than safety | 17 | 110 |
| How much do you usually spend for clothes? | ||
| A lot | 7 | 115 |
| Often | 59 | 134 |
| Attention to advertising in magazines | ||
| Sometimes | 11 | 215 |
| Attitude to advertising | ||
| I like/enjoy | 55 | 136 |
| It helps me orientate in the purchasing process | 51 | 150 |
| It should say more about the company and its values and history | 44 | 121 |
| Attention to advertising | ||
| High | 35 | 149 |
| Medium high | 28 | 120 |
- Source: Sinottica 2010.A
- Base: adulti
- C.I Concentration Index
- %comp.: Composition Percent
