NEW LOOK: Condé Nast Italy on Tuesday unveiled the revamped version of Architectural Digest. The magazine, which first launched an Italian edition in 1981, has been completely restyled both in terms of graphics and content. Emanuele Farneti succeeds Ettore Mocchetti as editor-in-chief. Mocchetti held that position for 34 years. Farneti was previously vice president of Italian weekly Panorama, as well as director of fashion and lifestyle magazines Flair and Icon. His goal is to lead the magazine into a new phase in the challenging market of print publishing.
Although the new editor-in-chief underscored the fact that content will be strongly rooted in the magazine’s core business — houses, architecture and interior design — sections will also explore adjacent businesses, including technology, travel, food and the luxury industry. In particular, the latter might help boost ad sales.
According to Paola Castelli, vice president of Condé Nast’s Special Interest Media, ad sales in AD’s February issue, the first of the new design, almost quadrupled compared to last year. While 70 percent of the companies taking ads operate in the architecture and interior design industries, 30 percent are from the luxury world.
In April, coinciding with Milan Design Week, AD will launch a dedicated Website, as well as the first of a series of thematic supplements to be introduced throughout the year. These will be celebrated with special events.
AD currently accounts for 30 percent of the revenues of Condé Nast Italy’s Special Interest Media division, which controls a range of titles, including Wired, Traveller, La Cucina Italiana, Vogue Accessory, Vogue Bambino and Vogue Sposa.