Pietroni

Paolo (1940). Journalist. Twice editor of Amica, from 1974 to 1979 and from 1982 to 1988. He spent a large part of his career with the Rizzoli publishing house, where he soon became established for his innovative ideas. With his first experience at Anna, guessing the market, he created a magazine that was highly sensitive to the wave of feminism during that period, then when he took up the reigns of the magazine again at the start of the 1980s, he revolutionised its content and target, taking the magazine in a completely different direction. He explained in an interview that the woman it addressed “feels unique in the world, and if she meets a woman wearing the same designer dress as her, she feels that hers is different because she is wearing it.” In 1985 he launched Max, a monthly style magazine published by RCS, aimed at men with high aesthetic aspirations. It features fashion personalities, legendary entertainment celebrities (more from cinema than TV), exclusive and aggressive photos, veering towards a sexuality that is very free, and often too ambiguous for its readers. The result: between 80,000 and 100,000 copies distributed in the first few years with sales in France, Germany, and Greece. He created another revolutionary concept in 1987, when he invented Sette, the weekly supplement to Corriere della Sera, conceived as a means of promoting and recycling information from Rizzoli’s titles with the addition of big illustrated articles that knew how to best catch the attention of the most varied readers. It was the trump card that allows the Corriere to get the better of its rival La Repubblica, which then hastily released its own supplement Il Venerdì a few weeks later. After his experience editing Lo Specchio, the weekly supplement to La Stampa, Pietroni was called in to take up the position of editorial director for Class Editore’s periodicals.