THE FIRST WINE MAGAZINE THAT DOESN’T “ENTER” INTO WINE
In the editorial landscape of the sector, there is an unclaimed space, in a dedicated form, by any media. It’s about journalistically narrating, with an international perspective, everything that can be useful to wine enthusiasts. News about accessories and products, approaches to consumption, culture of tasting, education, events, curiosities, and much more.
Topics that other publications address marginally, and news from the world not covered by Italian media, in Around Wine are the very essence of the publication. The goal is not to judge but to offer to the personal judgment of the individual reader what moves in this perspective.
The magazine does not delve into the characteristics of wines, discussions about their quality, or debates on corporate or public policies on the topic.
Target
The main target audience consists of consumers in the middle to upper class, both men and women, who have a fondness for wine beyond simple consumption and who have a predisposition to purchasing. These are individuals for whom a broad knowledge and sharing of the world of wine contribute to a sense of belonging to a well-off social status. They are people who enjoy being informed, making choices, understanding trends, and feeling free from preconceived judgments on the subject.
Often, consumer behaviors are influenced by a “mainstream” of conventions established by someone who has the reputation of knowing more and therefore should be followed. However, the magazine positions itself as a showcase of the various opportunities, which may sometimes not even represent the thoughts, beliefs, or tastes of the authors.
The magazine and its distribution
The magazine is printed, with 48 full-color pages in A4 format. It is published quarterly in two distinct languages, Italian and English, released simultaneously. It has a modern graphic concept with large, abstract headlines and articles tailored for easy reading. It is exclusively distributed on Amazon, a solution that offers numerous organizational, economic, and environmental advantages:
- Maximum visibility and accessibility worldwide.
- Permanence in the sale of all issues over time.
- Absence of pre-sale print runs and shipping management, as Amazon prints and delivers only the individual copies purchased each time.
Communication
The publication aims to establish itself from the outset as the leading brand and, in this perspective, develop a communication system that involves as many people as possible, in various capacities, in the project.
Thus, a presentation website will be created, linking to the Amazon showcase. Social media profiles will be established to engage with the target audience, along with direct mailing activities and public relations efforts aimed at all stakeholders: companies, the press, opinion leaders, organizers of events, and any other relevant parties.
All communication tools and activities will be available for advertising collection.
Among the future developments already under consideration are quality merchandise with appropriate branding, participation in qualified events, and suitable media partnerships as they arise.
The project promoters
The original idea stems from two communication professionals who combine their respective skills and experiences, also developed in the wine sector. Paolo D’Urso is an entrepreneur, internet provider, and publisher. Andrea Franchini is a journalist, copywriter, and text manager. They have worked together in organizing and producing ten editions of a national wine event, while individually contributing to the image and positioning of wineries and the promotion of local vineyard varieties. The company Darkage has already successfully published works in other sectors.