Londoners visiting Rome might be duped by a recent newcomer to the
newsstands. Faced with the familiar Time Out title, unsuspecting
tourists could imagine that this is the English guide to events and
shows in the ’eternal city’. They would be wrong, however, for Time Out
Roma, a monthly listings magazine which published its third issue this
month, is aimed at the Italian capital’s revellers.
The only English language in the magazine are ’style’ words used in ads
and an international vocabulary that includes ’gay’, ’shopping’, ’rock’
and ’cinema’. Not surprisingly, Time Out Roma targets locals in the
16- to 40-year-old range.
Following the London format, features in the June edition of Time Out
Roma include pieces on Roman gay pride, Cinecitta (Hollywood on the
Tiber) and a rundown on the Festival dei Due Mondi at Spoleto. Time Out
Roma publishes under licence from the British publication and an
editorial consultant from London is overseeing its progress.
The magazine claims it achieved a break-even of 10,000 sales at a cover
price of L4,500 (about pounds 1.60) with the launch issue, and that the
title increased its sales to almost 20,000 in June from a print run of
35,000. Distribution is through 1,000 newsstands in the centre of Rome.
A further 300 newsstands at railway stations, airports and in the cities
of Milan, Florence and Venice also sell the magazine.
It is probably too soon to say who the typical advertisers in the
magazine will be. Even if the city’s elite have deep pockets, ads for
designer clothes, expensive watches, jewellery and luxury cars do not
seem to sit well with the young consumers that the magazine targets.
June’s advertisers include Cotton Belt jeans, Diesel clothing, Soviet
jeans and Algida ice-cream. But an article on sunglasses - the cheapest
pair costing L178,000 (almost pounds 65) - suggests that Time Out Roma’s
readers need to possess fat wallets.
Rosabella, which publishes Time Out Roma, also owns Tuttosport, a daily
paper dedicated to sport. So far, the gamble seems to be paying off.
Romans who read the daily newspapers already get updates on events,
leisure and culture programmes in weekly inserts like Trova Roma which
appears on Wednesdays with La Repubblica. But enough customers have also
bought Time Out Roma for the magazine’s staff to claim a successful
launch. However, the real test for the magazine comes now as Romans
desert the capital for the beach.
Print run 35,000
Claimed June circulation 20,000
Competitors The listing sections of newspapers such as La Repubblica
Advertising Scotti and Partners