Italian Fashion Media Branches Out Looking for New Business

MILAN — It’s no secret traditional media is struggling as advertisers increasingly look elsewhere, especially to digital platforms and social media, to invest their advertising budgets. In order to stay relevant — and in hopes of tapping into new audiences and boosting revenues — media outlets are seeking new opportunities to extend and diversify their businesses. Fashion titles in Italy have adopted the approach, experimenting with different formats; by addressing the once-disregarded world of influencers; hosting lifestyle conferences and forums, and investing in content production sponsored by luxury and fashion brands. Italy’s Grazia magazine last week launched the “Creative Lab With Riccardo Ruini” to generate content for brands. The Mondadori-owned magazine’s editor in chief Silvia Grilli told WWD that “brands have been asking us to develop concepts and campaigns for so long, either through advertorials but also in the form of real campaigns.” Mentioning Italian contemporary fashion label Pinko as among the title’s clients, even before the Creative Lab was established, Grilli contended that “although the market is crowded with creative agencies, Grazia is able to do it faster, at a cheaper rate and can leverage an 80-year-long knowledge of end-users,” as well as connections with talents, models and photographers. For the project, Grazia will

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