La Gazzetta dello Sport
La Gazzetta dello Sport is a daily newspaper with primacy in many sectors: it is the most popular newspaper in Italy, without a shadow of doubt it is the most read one, with a historical record of readers among all Italian newspapers. It is the most read newspaper by young people and that is why it is considered a kind of 'reading initiation' which creates reading habits of young Italians. In 2007 it has become the first source of information, thanks to the introduction of news coming from out of the world of sports which complete sports information with a wide choice of comments on the most important facts of the day and with light weight gossip.
For 120 years la Gazzetta dello Sport has been fascinating its readers with a column dedicated to matches. Moreover, it anticipates events, transfers and transactions on football market, inquires on phenomena related to sports, on codes of ethics, includes editorial competitions of the most prestigious journalists and spread positive values of Fair Play, offering to its readers a relaxing every day break. All these characteristics make of Gazzetta dello Sport the most influential source of information in the world of sports.
In March 2008 a new tabloid size of newspaper was launched. The 'Berliner' size is easier to handle. It is enriched with a new very colorful graphic design. The new tabloid is a fruit of 2 years long process of renewal of the newspapers, during which the editorial writing space (palimpsest), the language and the graphics were modified, without losing the historical spirit of the newspaper and first of all, gaining readers appreciation.
As far as advertising is concerned, thanks to the printing in full color, more colors are at disposal and there are more creative possibilities for more than 24 advertising formats. Some of these formats are unique on Italian editorial market. What is more, the development of local editions opens new channels of communication giving the possibility to companies to collocate locally their advertising campaigns.
FIRST APPEARED:
1896
EDITOR-IN-CHIEF:
Andrea Monti
FREQUENCE:
daily
CIRCULATION:
335,000 copies
Ads 2010
READERSHIP:
4,378,000 readers (adults)
Audipress 2011.3
Reader profile
| .000 | %Com | Idx | |
| Total | 4.378 | 100 | 100 |
| Gender | |||
| Male | 3.916 | 89.4 | 186 |
| Female | 462 | 10.6 | 20 |
| Buying Manager | |||
| Yes | 791 | 18.1 | 38 |
| No | 3.586 | 81.9 | 157 |
| Age | |||
| 14/17 | 308 | 7 | 163 |
| 18/24 | 548 | 12.5 | 151 |
| 25/34 | 864 | 19.7 | 139 |
| 35/44 | 928 | 21.2 | 115 |
| 45/54 | 732 | 16.7 | 98 |
| 55/64 | 479 | 10.9 | 76 |
| Over 64 | 519 | 11.9 | 51 |
| Education | |||
| Graduates | 327 | 7.5 | 70 |
| High School Certificates | 1602 | 36.6 | 110 |
| School Leaving Certificates | 2032 | 46.4 | 127 |
| Primary School | 385 | 8.8 | 54 |
| No one | 32 | 0.7 | 22 |
| Town size | |||
| Up to 10,000 inhabitants | 1552 | 35.5 | 114 |
| 10-30,000 inhabitants | 1147 | 26.2 | 108 |
| 30-100,000 inhabitants | 878 | 20.1 | 95 |
| 100-250,000 inahbitants | 376 | 8.6 | 102 |
| Over 250,000 inahibitants | 423 | 9.7 | 64 |
| Geographical Areas | |||
| North-West | 1481 | 33.8 | 127 |
| North-East | 866 | 19.8 | 103 |
| Centre | 839 | 19.2 | 97 |
| South | 901 | 20.6 | 89 |
| Islands | 291 | 6.6 | 60 |
| Regions | |||
| Piemonte Valle d'Aosta | 269 | 6.1 | 80 |
| Liguria | 125 | 2.9 | 105 |
| Lombardia | 1087 | 24.8 | 152 |
| Trentino Alto Adige | 59 | 1.4 | 81 |
| Veneto | 326 | 7.4 | 92 |
| Friuli | 119 | 2.7 | 132 |
| Emilia | 362 | 8.3 | 112 |
| Toscana | 346 | 7.9 | 126 |
| Marche | 170 | 3.9 | 149 |
| Umbria | 63 | 1.4 | 96 |
| Lazio | 260 | 5.9 | 63 |
| Abruzzi e Molise | 131 | 3 | 108 |
| Campania | 272 | 6.2 | 66 |
| Puglia | 340 | 7.8 | 116 |
| Basilicata | 77 | 1.8 | 181 |
| Calabria | 80 | 1.8 | 55 |
| Sicilia | 222 | 5.1 | 62 |
| Sardegna | 69 | 1.6 | 56 |
| Socio-Economic Class | |||
| High Class | 93 | 2.1 | 94 |
| Middle-High Class | 490 | 11.2 | 99 |
| Middle | 3.222 | 73.6 | 108 |
| Middlelow class | 515 | 11.8 | 75 |
| Low class | 58 | 1.3 | 52 |
| Profession | |||
| Manager/Upper Management/Entrepreneur freelance Professional | 295 | 6.7 | 122 |
| Employee | 595 | 13.6 | 105 |
| Shopkeepers / artisans | 376 | 8.6 | 187 |
| Agents / self-emplyed | 123 | 2.8 | 176 |
| Farmers | 24 | 0.6 | 92 |
| Teachers / Journalists | 32 | 0.7 | 31 |
| Workmen / agricultural workers | 1000 | 22.8 | 163 |
| Housewives (Cat. 1) | 5 | 0.1 | 18 |
| Housewives (Cat. 2.6) | 14 | 0.3 | 17 |
| Housewives (Cat. 3.5) | 13 | 0.3 | 18 |
| Housewives (Cat. 7) | 22 | 0.5 | 13 |
| Housewives (Other Cat.) | 25 | 0.6 | 7 |
| Students | 610 | 13.9 | 146 |
| Pensioners | 760 | 17.4 | 73 |
| Others | 484 | 11 | 120 |
| Salary (Euros) | |||
| Up to 400 | 16 | 0.4 | 64 |
| 400 to 650 | 39 | 0.9 | 47 |
| 651 to 900 | 136 | 3.1 | 59 |
| 901 to 1150 | 224 | 5.1 | 64 |
| 1151 to 1400 | 436 | 9.9 | 82 |
| 1401 to 1650 | 349 | 8 | 87 |
| 1651 to 1900 | 368 | 8.4 | 96 |
| 1901 to 2150 | 336 | 7.7 | 95 |
| 2151 to 2400 | 457 | 10.4 | 116 |
| 2401 to 2650 | 526 | 12 | 127 |
| 2651 to 3250 | 560 | 12.8 | 121 |
| 3251 to 3850 | 446 | 10.2 | 120 |
| 3851 to 5000 | 330 | 7.5 | 133 |
| Over 5000 | 155 | 3.5 | 117 |
- Source: Audipress 2011.3
- Base: adulti
- C.I Concentration Index
- %comp.: Composition Percent
Styles that dominate
| % di comp. | I.C. | |
| New Sinottica lifestyles | ||
| The pre-elite | 3 | 105 |
| Male elite | 19 | 267 |
| The protagonists | 3 | 126 |
| THE FIGHTING WORKER | 10 | 307 |
| THE "WORK AND RECREATION" MEN | 23 | 217 |
| THE MANLY MEN | 21 | 199 |
| The balanced worker | 7 | 144 |
| Self profile | ||
| I love anything new | 76 | 106 |
| I'm very energetic | 81 | 103 |
| I succeed in many of the things I do | 74 | 108 |
| I mostly act on instinct, in an emotional rather than rational way | 42 | 101 |
| I'm good at supervising other people | 53 | 111 |
| I have confidence in myself | 89 | 104 |
| I like taking risks | 35 | 139 |
| Men's clothing styles | ||
| 0-24 | 16 | 214 |
| Trendy | 21 | 270 |
| Functional | 15 | 185 |
| Double-breasted | 8 | 225 |
| Food styles | ||
| Functional | 31 | 181 |
| Youthful | 18 | 117 |
| Substantial | 27 | 160 |
| New driving styles | ||
| Youthful enthusiasm | 4 | 206 |
| Disillusion and convenience | 7 | 132 |
| Profession and satisfaction | 8 | 169 |
| Classicism and prestige | 7 | 156 |
| Reliance and reassurance | 19 | 165 |
| Progressive and concrete | 8 | 148 |
| Men's cosmetic styles | ||
| Dishevelled | 15 | 223 |
| Imitators | 14 | 179 |
| Narcissistic | 23 | 265 |
| Respectable | 11 | 171 |
| Personal care styles | ||
| Sport and fitness | 43 | 185 |
| Financial styles | ||
| Youngsters | 17 | 106 |
| Consumers | 20 | 126 |
| Dependent VIPs | 13 | 170 |
| Autonomous VIPs | 9 | 193 |
| New multimedia styles | ||
| Technophiles | 23 | 232 |
| Fans | 22 | 146 |
| Supporters | 18 | 206 |
| Leisure time | ||
| Carefree | 6 | 133 |
| Busy | 36 | 225 |
| Holiday styles | ||
| Globetrotters | 18 | 160 |
| Holiday village | 15 | 123 |
| Holiday home | 9 | 124 |
| Holiday destination | ||
| Italy | 45 | 118 |
| Europe | 12 | 130 |
| Outside Europe | 6 | 142 |
| Activities to improve/retain welness | ||
| Yes | 45 | 116 |
| In the last 3 months have you… | ||
| Lectures or cultural events | 10 | 107 |
| Museum/Exhibitions | 16 | 129 |
| Bookshop | 13 | 114 |
| Live sport events | 34 | 110 |
| Monument/Churches | 38 | 265 |
| Cultural Festivals | 6 | 129 |
| Any trade fairs? | 34 | 125 |
| Eno-gastronomical trade fairs/events | 26 | 125 |
| Other types of trade fairs | 23 | 132 |
| Traditional local events | 42 | 128 |
| Outlets | 28 | 119 |
| Archeological sites | 5 | 145 |
| Zoo/botanic gardner | 4 | 126 |
| Political events | 10 | 178 |
| Summary organizers | ||
| Brand awareness | 27 | 110 |
| Impulse buying | 14 | 117 |
| Appeal of novelty | 38 | 115 |
| Sports | ||
| at least one | 36 | 133 |
| jogging | 21 | 181 |
| exercising at home | 10 | 115 |
| exercising in the gym | 16 | 121 |
| Purchasing: principles and guidelines | ||
| I often buy useless things | 23 | 116 |
| If I like something, I just buy it without considering the price | 29 | 114 |
| I am prepared to spend more for products that make life easier | 57 | 112 |
| When I make an important purchase I compare products and prices on specialized publications | 55 | 105 |
| I like changing brands | 50 | 105 |
| I often buy, on impulse, products I hadn't thought of | 29 | 108 |
| I only buy products of well known brands | 44 | 112 |
| I'm always keen to try the new hi-tech products | 50 | 141 |
| you can totally trust products from well known companies | 45 | 104 |
| I try to be a non-conformist in what I buy or own | 32 | 106 |
| If I buy some clothes, I consider aesthetic attributes more than quality | 33 | 104 |
| when possible i buy from outlets/stocks | 49 | 110 |
| Holidays: principles and guidelines | ||
| At first, I look for some informations on Internet | 22 | 130 |
| during my travels, on holiday, I'm prepared to put up with some discomfort | 33 | 118 |
| I enjoy camping | 35 | 128 |
| I prefer holidays on the move rather than in one place | 46 | 115 |
| i like adventurous holidays | 35 | 131 |
| I think holidays mean the pleasure of meeting new people | 60 | 106 |
| on holiday I spare no expense | 24 | 126 |
| I prefer to go on holiday with a group of friends | 65 | 110 |
| I like the idea of a holiday village | 51 | 105 |
| I like to visit naturalistic sites | 64 | 105 |
| I like changing resort and seeing new places | 78 | 107 |
| I prefer low cost/last minute | 47 | 108 |
| Health: principles and guidelines | ||
| I have to be really ill to go to the doctor | 77 | 107 |
| Attitudes to cosmetics | ||
| I like others to look at me | 36 | 111 |
| I like to be tanned, in winter too | 7 | 106 |
| Clothing: principles and guidelines | ||
| I usually wear jeans | 80 | 128 |
| I usually wear a complete / matching outfit (jacket and tie, suit, dress) | 11 | 111 |
| I spend a lot of money on clothes | 25 | 126 |
| I dress in a young style | 65 | 119 |
| I often wear a valuable watch | 18 | 124 |
| every season I buy some new clothes | 68 | 111 |
| I only buy fashionable clothes | 35 | 113 |
| I wear designer clothes | 47 | 124 |
| I buy my clothes only in highclass boutiques | 9 | 104 |
| Expenses, savings and investments: principles and guidelines | ||
| I carefully check bank statements | 64 | 116 |
| I feel fairly knowledgeable in the financial field | 36 | 136 |
| I look for profitable ways to invest my money | 34 | 128 |
| I do all I can to earn more | 57 | 123 |
| I like spending | 48 | 114 |
| I follow the Stock Exchange prices | 10 | 155 |
| I look with interest at advertising for financial services | 9 | 152 |
| I prefer enjoying my money (spending it) rather than saving it | 30 | 111 |
| if I had to invest in something, I'd consider performance more than safety | 21 | 131 |
| Do you own a credit card? | ||
| Yes | 24 | 144 |
| How much do you usually spend for clothes? | ||
| A great deal | 1 | 121 |
| A lot | 7 | 124 |
| Attention to advertising | ||
| High | 33 | 140 |
| Medium high | 26 | 112 |
- Source: Sinottica 2010.A
- Base: adulti
- C.I Concentration Index
- %comp.: Composition Percent
