ITALIAN EDITION International Advertising Department Milan, January 2012 “Inspiring people to care about the planet since 1888”

THE MAGAZINE The official organ of the NATIONAL GEOGRAPHIC SOCIETY, created in 1888 and now the world’s largest non-profit scientific and educational institution, whose mission is “to increase and spread geographic knowledge throughout the world”. Nowadays it is highly engaged particularly in the protection of the enviroment and the preservation of human cultural heritage. It has been supporting over explorations and scientific research projects. The subscribers become automatically members of the Society, thus supporting studies, reasearch and explorations National Geographic Magazine is the largest publication in English in the world, circulating in 150 countries, edited in 19 languages and read by 45 million people all around the world. The most widespread magazine in the world

National Geographic Magazine has an unparalleled reputation worldwide for its authoritativeness and commitment A unique magazine 2008 was Nat Geo 120th anniversary and the 10th anniversary of the Italian edition THE MAGAZINE

The most reliable and authoritative source about topics such as environment and nature Rigor of the research Unique and spectacular photographic quality Strength of the images NGM spreads the knowledge of the planet and encourages the preservation of environment and different cultures. Environmental consciousness

Sections Qui Italia (editorial) La vostra foto (photographs by the readers) Forum (readers’ letters) Archivio italiano (the most beautiful images of old Italy) Esplorazioni (explorations) Scienza (science)

Sections Reportages by the Italian editorial staff Big international dossiers

MAPS HAND BOOKS SPECIAL BOOKS Ancillary products VIDEOS THE GREAT PHOTOGRAPHERS

copies (69% subscriptions) Source: Audipress ADS Mobile Nov 10-Oct 11 Circulation & readership readers MEN (59%) WOMEN (41%)

Source: Audipress Readers’ profile Source: Audipress The readers of NGM are characterised by: high cultural profile and lively cultural interests high level of income top job titles %A.I. SexMen Women Age over EducationUniversity degree High school Social levelUpper Upper middle Middle OccupationEntrepreneurs/execut White collars Teachers/journalists Students

The magazine is thoroughly read 3 reading steps: 1.the magazine is leafed through: the reader’s attention is attracted by high-impact pictures 2.the most interesting articles are read thoroughly 3.the rest of the magazine is also read The magazine is read by several members of the household, regardless of age The magazine is filed and read again any time a subject treated is considered of interest The magazine is used as:  a source of knowledge for the adults  a means to draw the attention of children on nature and environment  a source of information and suggestions to organize one’s travels  a didactical tool Source: Eurisko adhoc survey Reading habits

The main reasons why the magazine is read, which represent also its main pluses, are:  wide range of topics dealt with  scientific reliability  quality and uniqueness of the images  in-depth coverage of some selected topics  international perspective  extreme editorial refinement joined with tangible passion for the subjets treated  language: accessible though scientificallly irreproachable Reading habits Source: Eurisko adhoc survey

High frequency readers prevail largely. High frequency = readers that read at least 9 issues out of 12 Medium frequency = readers that read 4 to 8 issues out of 12 Low frequency = readers that read 1-3 issues out of 12 High LowMedium 22.8%38.8%38.4% Reading habits Source: Audipress

The readers of National Geographic Magazine have a high level of attention to advertising (A.I. 181) Source: Sinottica * often+sometimes Attitude towards advertising INTERESTED IN ADVERTISING* In magazines In dailies On radio On state-owned TV On commerc. TV A.I. % Advertising in NGM is considered: different from the one contained in other monthly magazines not invasive because it does not interrupt the articles selected to be consistent with the editorial positioning of the magazine NGM is regarded as the ideal vehicle for: new brands that benefit from the the authoritativeness of the title luxury goods sportswear travel items quality brands in general ethical campaigns environmental campaigns eco-consciuos brands bio products

Source: Sinottica Fashion and lifestyle Luxury products - Shoes Bags Belts Watch above € Eyewear A.I. % General habits I spend a lot on fashion I usually wear a suit I buy new clothes every season I buy only fashionable clothes I have fashion designers’ clothes I buy in luxury shops I think accessories are important I usually wear a valuable watch At least 3 coats/trenches At least 3 skirts/trousers A.I % Nat Geo readers are quite concerned by the way they look, they are keen on luxury products and spend a lot on fashion.

The readers use their leisure time to improve their culture and wellness. They are very active and fit. Source: Sinottica Leisure time Source: Sinottica

The readers have a dynamic and evoluted attitude: they travel often during the year to European and non EU countries. They appreciate touring and visiting cities of art, as well as relaxing in more quiet and comfortable country locations. They are ready to spend a lot on travels. Holidays (min. 7 days) Min 3 holiday periods Destination: - non EU countries Europe Italy Type of travels abroad: -on leisure on business Type of holiday - Touring Mountain Seaside Countryside/lake Visit of a town Touring Cruise A.I % Consumer’s habits related to travels - I prefer touring I prefer cultural holidays I like to meet people I like to be with friends I apply to tour operators I am ready to spend much I’m not afraid if the journey is not comfortable A.I. % Source: Sinottica Leisure time

Advertising formats Full page DPS The prevailing sector in terms of advertising spending in Nat Geo Italy is automotive with 32% share. The magazine is also widely used by tourism advertiser that represent 13% of the total adv volume, while I.T. and photography represent 12%. The rest is basically lifestyle (fashion and watches) and other sectors. Premium guaranteed positions as well as pages facing specific columns are available to satisfy every need. 1/2 PageFull page facing Web

FORMATS RUN OF MAGAZINE  Full page euro  Dps euro  ½ page euro SPECIAL POSITIONS  Full page facing Editor-in-chief’s column9.350 euro  Full page facing Summary of Contents9.350 euro  Earliest 10 single pages after Summary euro  Opening dps euro  Dps before Summary euro  1 st- 2 nd dps after Forum euro  Inside back cover8.500 euro  Back cover euro RUN OF MAGAZINE  Full page euro  Dps euro  ½ page euro SPECIAL POSITIONS  Full page facing Editor-in-chief’s column9.350 euro  Full page facing Summary of Contents9.350 euro  Earliest 10 single pages after Summary euro  Opening dps euro  Dps before Summary euro  1 st- 2 nd dps after Forum euro  Inside back cover8.500 euro  Back cover euro RATES Advertising planning rates

The Italian website Every day news, info, initiatives. Exclusive photogalleries and videos. User-generated contents. Four key points: Exploring Telling Informing Caring about the planet Unique users/month: Page views/month: 4,5 million Source: Audiweb Website

News Domestic and international news Sections Nature, Environment, Populations, Adventure, Travels, Photography, Multimedia,Italy, Science, Specials,Magazine Blogs The most prestigious collaborators and editors interact with the readers Multimedia The most exciting videos and images and other interesting stuff to download

Website Environment and nature The mission of NGM remains to help to preserve and to teach to respect the ecosystem and its biodiversity, wilderness and animals, from the most common pets to the oddest creatures Photos and reportages Amateurial photographers and journalists can provide their contribution.