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The publishing industry is a major demand driver for printed products. There are three publishing segments that primarily use printing as output media: book publishing, newspaper publishing, and journal and periodical publishing. The magazine publishing sector in Italy experienced a very positive year in 2004 and revenues jumped significantly. Periodical publishing is on the upswing, supported by good results in advertising spending. The number of enterprises rose to 1,976 and is now very close to the level it was at in 2000, with 1,978 enterprises. After a period of slow growth, the employment level hit another peak at 13,451 in 2005, bouncing back from a low of 11,642 in 2003. After showing a tremendous growth rate of 44.4% over 2003 and reaching a new record figure of €4,332.5 in 2004, revenues fell back to €4,063.9 million in 2005. Nevertheless, this is still 39% higher than 2000 revenues. The magazine market in Italy relies more heavily on retail sales than many other European countries. According to Agcom Search, subscriptions only accounted for 25% of all sales. It is not surprising that retail sales accounted for 59% of total revenues in the magazine publishing sector. Italian citizens are far more likely to read magazines than books or newspapers, with 24.6 million Italians reading weekly magazines and 24.1 million reading monthly magazines. Mondadori, one of the largest publishing houses in Europe with subsidiaries in many different European countries, accounts for about 60% of Italy’s magazine sector and publishes over 50 titles in this region.
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