INTERNATIONAL: MEDIUM OF THE MONTH - David Lane marks the arrival of Time Out in Italy’s capital city

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.

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

Publisher Rosabella

Advertising Scotti and Partners



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