Case study: Primo Magazine
Copy: Food and wine jounalism
Marketing challenge: With a reader base largely made up of older Italian-Americans, Primo‘s publisher sought to expand readership, subscriptions and ad sales with content appealing to younger, upmarket travel, food and lifestyle readers.
Copywriting solution: As Primo‘s editor, Michele selected, managed and created content to replace nostalgia-heavy copy with fresh pieces that expanded readership, subscriptions and ad sales dramatically. As a contributing editor, Lorraine pitched, researched and wrote cover stories and feature articles on Italian cars, art, travel, food, fashion and celebrities.
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