23 November 2005

More about Aria Magazine

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The people at Aria Magazine are nice.

A few weeks I posted about this (to me) mysterious initiative. And this is their emailed reaction (freely translated from the original Italian, which you can find below). I can only thank them and wish them good luck.

“We would like to stress that there are no mysteries behind our magazine, which is now in its third edition (available as of January). It is a joint project between Milan and Berlin, based upon the concept of emotional geography, as developed by Harvard teacher Giuliana Bruno.

We wanted to give life to a magazine that speaks about travelling in a transversal way, by referring to the concept of mobility as it is currently interpreted.

We started about a year and a half ago to contact photographers, writers, advertisers and promotors through their blogs. Going by our gut feeling, we explained our project and people replied with great curiosity.

Last Spring we started off with a self-financed layout which we sent to Nokia Italia with the help of Andrea di Stefano (a friend who is a journalist at Repubblica and one of our editors). About a month and a half later Nokia told us that they very much liked the project and wanted to finance the first two issues of the magazine.

We hadn’t really imagined this. In fact, our happiness even increased when also Microsoft Italia became our other sponsor.

From the very start, we were convinced that we had to approach our editorial project in an innovative way, also from the point of view of advertising. We had a clear idea in mind to not have more than 10% of advertising coverage, in English, with a quarter of the cover page devoted to the main sponsor of the issue. We also proposed sponsors locations where they could distribute the magazine (e.g. since we noticed that Nokia was a sponsor of the Artissima, we proposed that the magazine would also be distributed there.)

Also the contact with Future Lab grew out of our search to find text and photo contributions by cool hunters to our “Souvenir” section. Future Lab was very interested in our project, as it was close to some of the topics of analysis that their own company was focused on, and that was the basis of our collaboration.

Aria is distributed in Italy in magazine shops in a lot of major cities, as well as in selected locations outside of Italy. You can find more information on our distribution on www.ariamagazine.com. We have been contacted from abroad many times with proposals for collaborations, which got us to realise even more how valid our initiative is.

Laura Broggi
Francesco Carcano


Original Italian version of their email:

Tenevamo a spiegarle che dietro al magazine non vi sono operazioni occulte. Aria, il cui terzo numero sarà nelle edicole a fine gennaio, è un nuovo progetto editoriale nato tra Milano e Berlino, sviluppatosi sul concetto di geografia emozionale sintetizzato dalla docente di Harvard Giuliana Bruno.

La nostra idea era quella di dare vita ad un magazine che parlasse di viaggio in maniera trasversale, attraverso riferimenti alla mobilità, nelle sue varie e contemporanee accezioni.

Abbiamo iniziato un anno e mezzo fa a contattare fotografi, scrittori, pubblicitari, attraverso i loro blog . Andando un po’ ad istinto, scrivevamo spiegando il nostro progetto, le persone rispondevano con curiosità.

La scorsa primavera ci siamo autofinanziati un layout e lo abbiamo mandato a Nokia Italia tramite Andrea di Stefano (amico, giornalista di Repubblica ed “editore” con noi di Aria). Dopo un mese e mezzo Nokia ci faceva sapere che aveva apprezzato molto il progetto e confermava la disponibilità a finanziare i primi due numeri del magazine.

Non immaginavamo che la cosa andasse davvero in porto. La gioia è stata maggiore poche settimane fa quando un altro accordo di sponsorizzazione è stato definito con Microsoft Italia.

Dall’inizio del progetto infatti ci era chiaro che dovevamo affrontare in modo innovativo una nuova proposta editoriale, anche rispetto al tema della presenza pubblicitaria. Il progetto prevede una presenza pubblicitaria massima del 10%, in inglese, con la quarta di copertina destinata allo sponsor principale del numero, cui vengono proposti ambiti caratterizzanti di diffusione del magazine (per esempio, avevamo visto che Nokia era tra gli sponsor di Artissima e abbiamo proposto che il magazine venisse distribuito in quella sede).

Anche il contatto col Future Lab è nato mentre cercavamo dei contributi di scritti e foto di cool hunter per la rubrica Souvenir. Il Future Lab ha mostrato interesse al nostro progetto che presentava affinità con alcune aree di analisi su cui la società era concentrata e da questo è nata una collaborazione.

Aria viene distribuito nelle edicole dei capoluoghi di provincia in Italia e in forma mirata all’estero (sul sito www.ariamagazine.com trova tutte le informazioni sulla distribuzione). Proprio dall’estero sono giunte numerose proposte di collaborazione e questo ci ha fatto capire che il progetto può avere una sua validità.

Laura Broggi

Francesco Carcano

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