Letter From Italy: The Paper Chase

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In Italy, a surefire way to newspaper or magazine readers’ hearts is to make them an offer they can’t refuse. Free perfume, pasta, English or computer lessons, encyclopedias and video cassettes are just some of the consumer sales incentives offered by the Italian press to attract and keep readers.
From the most respectable dailies, such as the market-leading Corriere della Sera, to weekly news magazines, including Panorama and L’Espresso, to specialized publications such as the pugilist review Boxe, all major Italian titles, as well as many lesser ones, are locked in an ongoing consumer promotions battle.




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