Inside Italy’s industrial press
Industrial automation may not be what Italy is most famous for. Yet, tech professionals know that the birthplace of pizza is also an industrial powerhouse. So, how can you navigate Italy’s vast engineering media landscape to target the right audience? Richard Stone, founder of multilingual B2B tech PR agency Stone Junction, guides you through the top industrial outlets for different areas of industry.
Italy has a broad and diverse set of engineering publications, from historic magazines to new online outlets. Two publishers dominate this media landscape: Quine and Tecniche Nuove. But other smaller publishing houses are worth considering when addressing specific topics or audiences.
The industrial automation bibles
If you are looking for a horizontal outlet covering industrial automation in a broad sense, Automazione Oggi should be your first port of call. This publication has been around since 1983 and has a sister magazine, Automazione e Strumentazione that is three decades older!
Both outlets are the place to be for manufacturers of components and automation systems that want to target original equipment manufacturers (OEMs) across multiple industries.
On the Tecniche Nuove front, Automazione Industriale and its sister publication, Automazione Integrata are valuable outlets to add to your PR campaign. The former focuses on applications and technical features while the latter dives deeper into automation devices, systems and software.
Mechanical engineering must-reads
Super Mario may be Italy’s most prominent mechanical engineer, but he’s not the only one. Mechanical engineering is one of Italy’s specialities and often goes hand in hand with automation. Home to brands like Parmigiano and Ferrari, Italy boasts thriving and highly automated food, packaging and automotive sectors. These supply chains encompass a myriad of small-to-medium enterprises manufacturing world-leading industrial machinery, from CNC to robotics. Unsurprisingly, Italy is the fourth largest producer of machine tools worldwide.
One of the best publications to target OEMs in this space is Meccanica & Automazione. The magazine, which turns 30 this year, covers everything mechanical engineering, from thought leadership to product news.
Macchine Utensili is another must-read publication in this sector, covering anything from market trends to technological innovations and regulations.
Best outlets for Industry 4.0 and Industry 5.0
Italy is ahead of the game in Industry 4.0 and, more recently, Industry 5.0. The government is currently introducing new incentives to help companies reduce energy consumption and digitalise. Three key publications in this area are The Next Factory, Eureka and Industry 4.0 Design. These publications provide a good mix of opinions, market analysis and product news. The target audience comprises OEMs and end users embarking on their Industry 4.0 and Industry 5.0 journeys.
Targeting design engineers
Italians are known for their creativity and ingenuity. Unsurprisingly, the country is home to a thriving design and R&D community. If you are targeting design engineers in Italy, these two titles should be on your media list: Progettare and Il Progettista Industriale. These outlets provide design engineers with timely news and analysis across CAD/CAM/CAE/PLM, materials, industrial components, adhesives, fasteners and more.
Targeting C-suite decision-makers
If you’re aiming high and want to reach out to C-suite-level decision-makers, Italy boasts some great publications for thought leadership.
In recent years, Innovation Post has established itself as the voice of Italy’s industrial innovation. The outlet is led by veteran journalist and influencer Franco Canna and dives deep into the latest trends and regulatory developments.
80-year-old L’Ammonitore is another great tool to reach C-suite-level decision-makers in the industry. L’Industria Meccanica, the official magazine of ANIMA (the leading association for mechanical engineering companies) is over 100 years old and targets C-suite and management-level roles in the mechanical engineering industry.
All these outlets are authoritative content sources of information for engineers and other professionals across the Italian industrial automation sector. A specialist tech PR agency can help establish and nurture strong relationships with key Italian journalists and influencers to generate positive coverage. This way, you can take your brand awareness to the next level in Italy and beyond.
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