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Summary
As of 2020, the global sports print market has been witnessing significant shifts, with digital formats gaining traction, particularly among younger audiences. The transition towards online media, exacerbated by the COVID-19 pandemic, has severely impacted traditional print sports publications, with notable declines in sales for flagship Italian sports newspapers such as Gazzetta dello Sport, Corriere dello Sport, and Tuttosport. In response to plummeting newsstand sales (with Gazzetta dello Sport averaging a 50-60% drop during March and April 2020), the Italian sports print market is adapting by exploring digital avenues, with the rise of online sports newspapers and diversification in digital copy sales strategies.
However, subscription models in Italy face challenges due to the longstanding reliance on newsstand sales. The performance of sports newspapers continues to be influenced by these market dynamics, with Corriere dello Sport-Stadio witnessing a decrease in turnover in 2020 followed by a partial recovery in 2021, whilst La Gazzetta dello Sport managed to achieve modest growth during the same period. Overall, the global sports print market is in a state of flux, with changing reader habits and digital disruption challenging traditional revenue models.
Trends and Dynamics in the Italian Sports Print Market
In the Italian sports print market, a significant shift has been observed from print to digital formats. The digital inclination is notably higher among the younger population, which presents both a growth opportunity and a challenge for traditional sports presses. Digital platforms, including online news blogs, are emerging as a formidable force in disseminating sports news, thereby threatening the traditional print market. Italy's sports print market experiences a dichotomy in format popularity based on geographic location. In Asia, particularly in China and India, print remains highly popular, while in Western regions like Europe and North America, digital formats are gaining ground. In Italy, the onset of faster news delivery methods such as satellite TV, digital terrestrial TV, and social media has put the printed sports presses under pressure, forcing them to adapt and innovate to keep pace with real-time news delivery. Esteemed Italian sports print titles such as "La Gazzetta dello Sport," "Il Corriere dello Sport," and "Tuttosport" have maintained high regard, particularly among older generations. Nonetheless, criticism arises regarding the lack of innovation and the quality of journalistic sources within the market.
The global sports media rights market has witnessed a boom, with figures nearing $49.533 billion, indicating the lucrative nature of sports content. However, weekly newspapers in Italy face a distinct readership pattern, with the majority being high school diploma holders, accounting for almost 3.7 million readers. The impact of COVID-19 was significant, causing substantial drops in sales across major sports newspapers. This was due to both the absence of active sports events and the closure of secondary distribution points like bars. Despite a drop in revenue and employment within the Italian Sport System during the pandemic, partial recovery is evident, signaling resilience in the sector. From a socio-demographic perspective, the majority of sports newspaper readers are male, with "La Gazzetta dello Sport" being the prevalent choice. Reader preferences vary with age, with distinct patterns for each major sports newspaper. Most notably, the middle class is the largest reader segment for sports newspapers. The purchase of sports newspapers commonly occurs at newsstands, although a mix of personal purchases, subscriptions, and third-party consultations play a role. Digital editions sold at discounted prices have seen a surge, reflecting an increased consumer preference for lower-cost digital options. The Italian sports print market is dominated by three major national sports newspapers, with "La Gazzetta dello Sport," "Corriere dello Sport-Stadio," and "Tuttosport" taking.
Major Players Shaping the Italian Sports Press Landscape
The Italian sports press industry continues to be a vibrant facet of the country's media ecosystem despite the challenges that digitalization brings. For sports enthusiasts in Italy, certain publications have become household names, and they represent the cornerstone of sports journalism and coverage in the country. Below, we delve into the key market players, each bringing its unique flair to the Italian sports media sphere.
- RCS MediaGroup & La Gazzetta dello Sport : Dominating the scene with its pink pages, La Gazzetta dello Sport stands out as Italy’s go-to sports daily. Owned by RCS MediaGroup, led by Urbano Cairo, this Milan-based entity provides comprehensive coverage of national sports, with an emphasis on football (soccer). Besides its pervasive print circulation, La Gazzetta also maintains a robust digital presence, attracting a sizable audience with its immersive online content.
- Corriere dello Sport-Stadio & Tuttosport : Rome-based Corriere dello Sport-Stadio, often simply called "Corsport," comes under the ownership of the Amodei family. Known for its central-southern Italy readership, the newspaper serves as a staple source of sports news for fans of regional clubs such as Roma, Lazio, and Napoli. By creating a merger with Stadio, the publication also boasts a strong emphasis on teams like Fiorentina and Bologna. Tuttosport, headquartered in Turin and also under the Amodei family's auspices, presents in-depth content largely focused on northern Italian football clubs, most notably Juventus and Torino. Its unique regional dedication enables it to cater to a very loyal reader base that values club-specific insights.
- Specialty Publications in Rome : Not all sports publications cater to a broad audience; some niches carve themselves out in the market through specialization. Il Romanista, for instance, unabashedly labels itself as "the most supporter's newspaper in the world," dedicating its coverage exclusively to AS Roma. Comparatively, Gazzetta Regionale takes an alternative approach by specializing in amateur and youth leagues within the Lazio region, offering a platform for grassroots sports that typically receive less media attention.
- Emerging Online Platforms : The digital transformation has brought forth a proliferation of online sports news outlets that supplement, and at times rival, traditional print media. Websites like Calciomercato.com, Goal, and Eurosport have expanded the digital news landscape, providing live updates, in-depth analysis, and multimedia content that engage today's tech-savvy sports.
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- Last update : 20/07/2023
Summary and extracts
1 Market Overview
1.1 Definition and presentation
The sports press includes titles dealing with sports and sports news. Sports press titles are found in both the magazine and newspaper segments, with a wide variety of formats (newspapers or magazines) and publication rates: daily, weekly, or monthly. The sports press does not include the automotive and motorcycle press.
The world sports print market is very specific to different continents. The print format is very popular in China and India, two giants in terms of ratings. However, in Europe and North America, the print format is gradually losing ground to digital.
The Italian sports print market has been severely affected by the advent first of satellite TV, and then of digital terrestrial TV, which has allowed sports news to be broadcast much more quickly, putting a strain on the business model of sports presses unable to publish news, at least in print format, in near-real time. The same problem was later underscored by the advent of social media, which is characterized by high immediacy and speed in the communication and dissemination of news.
Nevertheless, the use of online forms of communication based on the use of the Internet represents a great opportunity for growth in the sports print market. Indeed, there is a growing inclination of the population, especially the younger population, toward digital formats of print media, including sports. In this regard, however, it should also be noted the incessant proliferation of blogs devoted to publishing sports news, which, while not particularly significant, nonetheless pose a threat to the development of the sports print market.
Among the most established titles on the Italian scene are undoubtedly "La Gazzetta dello Sport," "Il Corriere dello Sport," and "Tuttosport," which enjoy a high reputation especially among the older population. In addition, the sports press market in Italy is currently under heavy criticism for lack of innovation and poor quality. There is indeed a growing concern about this market especially with regard to the reliability of sources used by journalists.
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