Product details

During 2002, the management at Donna Moderna, the weekly women?'s magazine published by Mondadori with an excellent market positioning, decided to reconsider the concept of the magazine. The Managing Editor, Patrizia Avoledo, and the Associate Editor, Cipriana Dall?Orto, both with lengthy experience in the publishing sector and a high level of seniority at Mondadori, won approval from top management to restyle the magazine. The introduction of new publications in the women'?s segment, the general decline in magazine sales and advertising revenue, as well as a series of deeper reflections on changes that have occurred in the last ten years in the world of women, were determinant factor's that prompted the renewal of the magazine. The two editors also sensed the need to revamp the organisational structure of the editorial staff (made up of approximately 60 people) in a way that was coherent with the new concept of the magazine. The changes approved by management (both at a strategic and organisational level) were illustrated to all members of Donna Moderna?s editorial staff at a convention held in October 2002 which marked the launch of the project.