Hot Topic - Italian Media
Only so much internal austerity can hold together a media company facing external austerity, advertising retreat and digital quandary. Off-loading assets – and people – only goes so far when debt burden is compounded by inertia. Restructuring is often the best strategy but only when it goes far enough.
Every tabloid editor knows what moves eyeballs. It’s a skill passed on generation after generation, unbound by geography. Dirt on celebrities and politicians is fine but nothing beats that grainy photo of a well-known somebody starkers. Brilliance is causing talk on the street, any street, and maybe a lawsuit. Leveraging a better business deal is genius.
This century has illustrated boldly the world of media moguls, their ambitions and business practices. Tough, tireless and maybe a little crazy they go after what they want, relishing in the fight. Some of this is admirable. Some of it is a crime, particularly when mixed with the ruthless pursuit of power.
The TV battle In Italy between two titans – Prime Minister Silvia Berlusconi who is also said to be the country’s richest man – and Rupert Murdoch, said to be the world’s most influential media mogul – has heated up again.
Advertising people are used to taking knocks. Their ads are too loud or too long. Some are too rude, more than a few just dumb. Mostly media people complain that ad people aren’t spending enough.
Internet access, rights to and fro, is a hot topic, the cyberwar between China and Google grabbing recent attention. Leaders of governments with a particular orientation have become obsessed with internet because of its wealth and its power. It’s all about money and control.
Local media gets short changed in almost every way. Advertisers and other funders ignore them. Politicians and measurement services can’t find them. Odd, though, audiences get excited about them.
Carlo de Benedetti, the chairman of the Italian Gruppo Editoriale L’Expresso gave the Reuters Memorial Lecture at Oxford University this week and what he had to say about newspapers and democracy deserves a wider audience.
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Media in Italy
The Italian media market is totally unique and very competitive. Italian consumers are quickly embracing new media and the advertising community is quickly changing. And hovering close is Italy's richest person - Silvio Berlusconi. 112 pages, includes Resources, PDF (October 2012)
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Italy - Major Media - Radio Broadcasting (February 2015)|
public and private broadcasting companies, channels, audience reach/share, management
Italy - Major Media - Television (16/08/2012
public and private broadcasting companies, channels, audience share, management
Italy - National Radio Audience (updated 03/11/2010)
market share trend, annual, 2006-2009
Italy - Market Data (15/01/2010)
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Italy - Major Media - Newspapers (08/01/2010)
ownership, management, circulation
The Campaign Is On - Elections and Media – new
Elections campaigns are big media events. Candidates and issues are presented, analyzed and criticized in broadcast and print. Media is now more of a participant in elections than ever. This ftm Knowledge file reports on news coverage, advertising, endorsements and their effect on democracy at work. 84 pages. PDF (September 2017)
Fake News, Hate Speech and Propaganda
The institutional threat of fake news, hate speech and propaganda is testing the mettle of those who toil in news media. Those three related evils are not new, by any means, but taken together have put the truth and those reporting it on the back foot. Words matter. This ftm Knowledge file explores that light. 48 pages, PDF (March 2017)
In the media sphere nothing is more important than knowing the audience. Once in a generation a target group evolves to catch the attention of publishers and broadcasters, advertisers and media buyers, social critics and politicians. The Millennials, also known as Generation Y and digital natives, are it, with unique characteristics and behaviors. They have already reshaped everything we do. 35 pages, PDF (December 2016)
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