Gabriele Fernicola joins the team of the “Vito Di Canto Ets Foundation”

A new challenge, with the reader at the center. This is the new course of the City which is heading for a decisive renewal both in content and form. Why the “Vito Di Canto Ets” Foundation which publishes the newspaper, has entrusted itself to a marketing and communications professional, such as Gabriele Fernicolato strengthen the brand, through targeted initiatives. As always, at the center of the project is the reader, who will have to become an increasingly active and not passive protagonist. But one of the biggest innovations is that the City will interact more and more with the territory. «The new claim– explains Fernicola – is that the City will open up to towns, to professions, to schools. We must exploit the strengths of the newspaper and broaden its range of action, talking even more about the territories. And try to attract the attention of readers, expanding the audience, through targeted projects. It’s time to field not only the best ideas but also to realize them, through teamwork, broadening and lengthening the horizon of everyday life, so as to become a tool in the hands of the people who already use it and who they must continue to build loyalty. Also because we have a very important task, which is to bring the new generations closer to the concept of reading».

An undertaking that at first glance seems arduous. How is it possible to bring young people closer to printed paper?

Through ideas, mechanisms and interactions, creating a synergy with the apparently static world of the web which must become an ally and not an enemy. This is really essential if we want to take a step forward and improve both the circulation and the quality and authority of the newspaper. There is already an audience, which needs to be pampered, caressed and motivated. And what’s more, we need to arouse the curiosity of those who don’t usually read the newspaper.

How can readers be involved?

Through initiatives that will take place throughout the year. We will start in a month with a project that, for the moment, I will not reveal. I can, however, say that we will start a close collaboration with the world of schools, where we will start shortly, involving the major institutes of the Salerno area, to introduce students to the area but, above all, putting teenagers at the center of attention, trying to make them protagonists.

The challenge is ambitious…

Certainly, but also fascinating. I am entering a consolidated and well-established context. The objective is to give an idea of ​​what is new on the publishing market, to allow the strengthening of an already very strong brand throughout the territory: at a time when we are moving from one technology to On the other hand, it’s always good to innovate

So, how can we strengthen this historic brand of Salerno publishing?

We have the opportunity to work on a very strong, extremely evocative brand, which is the basis of all reasoning. Starting from a good house we can build a great villa. In essence, one aspect must be taken into account: the advertising market has changed radically in recent years. The characteristic of the digital market is that of traceability and commercial return. This is more complicated with printed paper but it is not a limitation, because the strengths of paper will always remain the same and cannot be replaced. Therefore the synergy between the various communication channels represents an essential step.

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