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-
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
Source: Audi press 95/1