Io Donna

Women’s weekly with Corriere della Sera. Directed by Fiorenza Vallino, it made its debut on March 23, 1996, born from the transformation of Donna Oggi. The editorial staff was composed of 38 journalists and excellent collaborators including Lucia Annunziata, Lilli Gruber, and Beppe Severgnini. “This magazine’s big innovation”, explained Vallino, “is in the fact that it is sold with a newspaper that has a very masculine publication. We had to break away from schemes, trying to capture an unisex public. Frequent research has more than once focused and confirmed our target. The education level is high; 65% of our public is composed by women, 35% by men, for a total of 1,800,000 readers a week.” As well as fashion and beauty, there are columns with a high-reading rate: ‘Banana Peel’ by Giusi Ferré, ‘From Trend to Trend’ by Cinzia Leone, ‘Americana’ by Ennio Caretto, and ‘Hearts&Spades’ by Maria Latella. There is a page completely dedicated to classic music and opera. The news section, which often contains editorials written by Corriere della Sera‘s special reporters, promotes campaigns and interventions of high civil content. The fashion section, whose vice-director is Bruna Rossi, is consistent. The use of immediate and easily readable photographs clearly transmits the season’s trends. Photography is often carried out overseas, and one or two pages describe where the location where the service was shot. Sometimes photos are structured using collage effects or photo-montages, creating an unusual picture for the Italian editorial panorama. The layout was revised in September 2003.