Artribune editor argues publishing crisis is a myth, warns against paid content specials

Massimiliano Tonelli, editor of Artribune, argues that the so-called crisis in publishing, especially cultural publishing, is a myth. He claims readership has never been larger, with people constantly reading on digital devices. He asserts that companies, nonprofits, public administrations, and even politics need to tell their stories to capture interest. Tonelli notes that audiences have evolved and superficial strategies from the early 2000s no longer work; long-form, thoughtful content is now viable even on smartphones. He cites Artribune's own record traffic as evidence. He argues that traditional media like print are not dying but adapting, surviving even the fax. However, he warns that the practice of "speciali-marchetta" (paid content specials) in Italian newspapers is damaging the industry. Major cultural investors can buy pages of content under the guise of "events" or "specials," draining resources and undermining journalistic credibility. This practice eliminates criticism and dissent, alters the market, and penalizes honest players. Tonelli notes that some Italian publishers like Mousse, Cura., and Kaleidoscope have turned to international markets. Artribune will continue to produce in-depth content for the Italian market, but questions how long diversity and plurality can last if such practices persist.