How the results of micro-marketing campaigns of a newspaper could be linked to the socio-economical local realities

The origin of most Italian newspapers is typically linked to a region or a geographical area where the publication initially took place. Historically, during their life time, many newspapers have tried expand beyond their geographical limit, increasing the involvement in general themes, skipping from a local dimension to a more national perspective and including international content. At the end of the above mentioned process, the need to gain new markets forced the national newspapers to face up to the problem of circulation inside the local areas different from the original one where they developed their market, with the contrasting strength and historical power of local publishers.

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