Quotidiani e paradigmi del mercato pubblicitario. Linee di tendenza e strategie

The article, after having mentioned the present trends of the advertising market and the data referring to lifestyle changes, to the information demand and to the resources available for the journalistic industry (i.e. the time media budget), illustrates the offer strategies adopted by the industry, with specific references to the three main Italian newspapers. The use of the so-called «collateral» (books and audiovisual products sold together with the newspapers), the introduction of the tabloid format and the use of colours, the re-thinking of the role of magazines, the entrance in new market segments, the offer of on-line newspapers and other Internet products and services: these are all elements which constitute an ongoing process of «business re-engineering».