INTERNATIONAL: MEDIUM OF THE MONTH

Peter Magnani loves football and the Gazetta dello Sport newspaper

Peter Magnani loves football and the Gazetta dello Sport newspaper



Gazetta dello Sport, which is 100 years old this year, is a must for

football fanatics and way over the top for anyone with only a moderate

interest in the ‘great game’.



It speaks volumes for the Italian fanaticism with football that this

sports daily is one of three (Corriere della Sera and Tuttosport are the

others) that each provide a daily menu of sport, dominated by football.



Motor racing is the title’s other passion with articles reflecting

Italy’s complete bafflement that Ferrari is not dominating Formula One.

The driver, Michael Schumacher (Schummi as he is now known), has gone

from being reviled to revered because he now races for Team Ferrari.



The title is traditionally half of a dual purchase with, for example, a

standard daily like La Repubblica or Corriere della Sera. It’s the

Italian equivalent of buying the Daily Telegraph and the Sporting Life.



Advertising is aimed at the title’s male audience and includes Fiat,

Chrysler, Champion and Club Med. The title itself is a combination of

standard features such as in-depth match analysis, plus coverage of

speculation about transfers and managerial moves, and so on.



Unlike Britain’s first sports daily, Sport First, due to launch next

month, Gazetta dello Sport’s core audience is the mid-to-lower income

brackets. However, the readership has a relatively broad age and class

profile, reflecting the less snobbish view of football held by Italians

compared with this country.



Although the title’s content is not as racy as our tabloids, there is a

fair amount of hysterical analysis and over-the-top reaction to events

that would not be deemed newsworthy in the UK.



It’s a phenomenon that we may be about to witness in Britain, since

apart from Sport First, another two sporting publications are due to

launch this summer to coincide with the European football championships.



Gazetta dello Sport may appear obsessional, but to true soccer fans -

and there seem to be more and more these days - it is a fascinating and

highly enjoyable read.



Peter Magnani is a football-crazy group media director at Lowe Howard-

Spink



A Sporting success



Gazetta dello Sport also publishes a monthly glossy magazine, La Gazetta

dello Sport Magazine, as well as an ongoing publication on the Ferrari

motor racing team.



The title celebrates a 100-year anniversary this year and outsells its

nearest competitor, Corriere della Sera, by 240,000 copies on Mondays

(key sales day)



Italian Sports Title Circulations

Gazetta dello Sport: 604,000

Corriere della Sera: 369,000

Tuttosport: 133,000

Source: Audi press 95/1



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