Abstract:

In the second half of 1998 the publishing firm De Agostini Rizzoli opted for a restyling of the magazine Gulliver envisaging not only changes in graphics but also contents. The study carried out - after the publishing firm prepared the trial issue - was designed to provide a profile of the potential purchaser discovering the possible discriminating features beyond elementary segmentations such as age education purchasing power and liking of the Proposal. The expectation profiles concerning the magazine and travels made it possible to single out the most profitable segments for the publisher.