Dossier. The Scenario
Dossier. The Information Industry
Dossier. The Media Diet
Focus. Marketing Made in Italy Products
When Publishers no Longer Believe in Publishing
To face the consequences of the crisis of 2008, rather than expanding online information, Italian publishers chose a path that nobody else had taken elsewhere: the sharp downsizing of corporate structures was followed by a very slow transfer of advertising investors from analog to digital platforms. Yet from 2007 to 2018, advertising revenues for the Italian press collapsed by approximately 70 percent, from 3.238 billion to 992 million euros. Despite not having official data, it is estimated that in 2019 Google and Facebook collected approximately 2.3 billion euros in advertising in Italy.