1. New media in Italy
How a company and an individual made
money from advertising, in a small and
slow market

2. A few facts about Italy
• 25% of Italians surf the web at least once a month
• Average online time is 1.5 hrs per week
• 46% of surfers visit a newspaper site once a week,
11% a SNS
• 82% of online Italians don’t have a profile on a SNS
• There are 3 million blogs, 6% of the total population
• 73% of Italian bloggers are aged 18-29
• During Spring-Summer time overall visits to SNS
and blogs decrease by 20-45%

3. Badoo vs. Facebook
Despite what happens in other countries, Badoo is a success in Italy with
1,900,000 users vs. only 195,000 Italian Facebook users
Why?
Facebook is a rich SNS, with different features useful to keep in touch with
friends
Badoo is a simple SNS, with the only goal to “meet” new people and get
“voted”
The success of Badoo and the figures shown before mean:
Italians are not interested in “advanced” features of SNS (event planning,
groups, etc.), they just want to meet new people in an easy and linear way
Italians use the Internet for research, news reading, IM and P2P, other
activities such as SNS, blogging, etc. are far to be mainstream

4. Two success stories
Despite a relatively immature and small
market, both in terms of audience and adv,
there are some interesting success stories,
such as:
• Blogosfere
• Robin Good

5. Blogosfere
• Born in 2005
• Nanopublishing network
with blogs about fashion,
automotive, mobile phones,
urban blogs, etc.
• Now counts over 200 blogs
• Blogosfere exploited the

6. Blogosfere corporate
• B2B revenue stream
• Creates blogs and blog
networks for companies,
events, products and
promos
• No hassle for the
companies

7. Robin Good
He’s a 49 yrs old blogger
His name is Robin Good,
as he claims to pursue
not only economic
results, but also social
and ethical
achievements
He “lives” in Share-
Wood, the forest of
sharing
He understood the power
of personal branding

8. Master New Media
• After the success of his personal blog, he
started Master New Media to aggregate and
share interesting contents about different
topics
• Written in Italian, English, Spanish and
Portuguese
• Now, after 5 years of activity, his online “blog”
earns more than 40k per month only through
AdSense

9. Keys to his personal
success
1. Strong personal branding: being everywhere
(events, parties, etc.), endorsing a social cause
and riding emerging trends
2. Publishing extremely interesting contents
on his blog (essays, tutorials, guides, etc.)
usually sold for a price
3. Copying from other websites what he didn’t
produce, his website is also an aggregator of
content from other sources. He claims himself
to be a “News DJ”

10. Thank
you! :-)
Francesco Federico
francesco@francescofederico.net
www.francescofederico.net
twitter.com/frandrake

11. Credits
• Nextmedia and society
http://larica-virtual.soc.uniurb.it/
nextmedia/
• Google Insights
http://www.google.com/insights