What Piemme does

Piemme S.P.A. is an Italian advertising concessionaria (Concessionaria di Pubblicità) headquartered in Rome that aggregates and resells advertising inventory across a diversified multi-channel media portfolio. The company operates as the exclusive advertising sales house for the Caltagirone Editore group's media properties — comprising six daily newspapers (Il Messaggero, Il Mattino, Il Gazzettino, Corriere Adriatico, Nuovo Quotidiano di Puglia, Leggo), 16 periodicals (including TV Sorrisi e Canzoni, Chi, Focus, Famiglia Cristiana), 15 news websites, 13 social media pages, two radio stations (Radio Subasio, Radio CiccioRiccio), one local television channel (Telenova), and one DOOH network (Hybrid Tower). Piemme has also extended its concessionaria mandate to include third-party periodicals published by Mondadori and Periodici San Paolo, deepening its publisher-side footprint.

The company's core technology is a multi-channel media aggregation platform that bundles disparate inventory types — print, digital, broadcast, and outdoor — under a unified sales and client-service operation. Piemme sells advertising across commercial, cinema/theater, legal, financial, classified, obituary, display, video, native, and social media formats, and additionally monetizes owned events such as Focus Live and the Festival dello Spettacolo. The platform claims a daily reach exceeding 6 million across all channels, sourced from Audipress, Audiweb, TER, and Auditel 2024 audience measurement.

Piemme's business model is sales-led and entirely advertising-driven: revenue is generated by reselling advertising space to Italian advertisers and brands seeking cross-channel reach. Pricing is not publicly disclosed and operates on a quote-based model that varies by publication, format, placement, and campaign duration. The company is privately held as a subsidiary of Caltagirone Editore, a diversified Italian publishing conglomerate controlled by the Caltagirone family, with no external funding rounds, no M&A activity, and no disclosed leadership changes in the available data. Employee headcount is reported at 51–100, and the legal entity is an Italian Società Per Azioni registered at Corso di Francia 200, Rome.

Name

Piemme

Legal name

Piemme S.P.A. Concessionaria di Pubblicità

Website

https://piemmeonline.it

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Piemme is an Italian advertising concessionaire that aggregates and resells advertising inventory across newspapers, magazines, websites, radio, television, and DOOH for Caltagirone Editore and third-party publishers, serving brands and advertisers seeking multi-channel reach in Italy.

Ownership category

akta.pro rank

Product category

Media Advertising

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising (7310)

akta.pro primary industry

Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)

Keywords

• Advertising concessionaire
• Media sales services
• Newspaper advertising
• Digital advertising
• Broadcast advertising

Headquarters

HQ city

Roma

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Advertising Sales: Piemme operates as a media advertising concessionaria (Concessionaria di Pubblicità), generating revenue by selling advertising space across its portfolio of newspapers, websites, periodicals, radio stations, television channel, and DOOH screens. Revenue is derived from various advertising formats including commercial, cinema and theater, legal, financial, classifieds, obituaries, display advertising, video advertising, native advertising, and social media advertising.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Piemme is an Italian advertising concessionaire (Concessionaria di Pubblicità) that sells advertising space across a diversified multi-channel media portfolio spanning 6 daily newspapers, 16 periodicals, 15 news websites, 13 social media pages, 2 radio stations, 1 television channel, and 1 DOOH screen. The company offers integrated advertising solutions including display, video, native, and social media advertising formats to advertisers and brands seeking unified reach across Italian media.

Product overview

Piemme is a media platform and advertising concessionaire managing a diversified portfolio of Italian media properties. The platform operates as a unified ecosystem comprising: 6 daily newspapers (Il Messaggero, Il Mattino, Il Gazzettino, Corriere Adriatico, Nuovo Quotidiano di Puglia, Leggo), 16 periodicals (including TV Sorrisi e Canzoni, Chi, Focus, Focus Junior, Famiglia Cristiana, and specialty publications), 15 news websites, 13 social media pages, 2 radio stations (Radio Subasio, Radio CiccioRiccio), 1 television channel (Telenova), and 1 DOOH network (Hybrid Tower). Piemme offers integrated advertising solutions including display advertising, video advertising, native advertising, and social media advertising across this multi-channel ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Hybrid Tower: Digital Out of Home (DOOH) advertising screen operated by Piemme

Products and services

• Il Messaggero National daily newspaper offering news coverage across Italy, sold as part of Piemme's advertising inventory to advertisers and brands seeking nationwide reach.
• Il Mattino Daily newspaper based in Naples covering southern Italy news, sold as part of Piemme's advertising inventory to advertisers seeking regional reach in southern Italy.
• Il Gazzettino Daily newspaper based in Venice covering northeastern Italy, sold as part of Piemme's advertising inventory to advertisers seeking regional reach in northeastern Italy.
• Corriere Adriatico Daily newspaper based in the Marche region of central Italy, sold as part of Piemme's advertising inventory to advertisers seeking regional reach in central Italy.
• Nuovo Quotidiano di Puglia Daily newspaper covering news from the Puglia region, sold as part of Piemme's advertising inventory to advertisers seeking regional reach in southern Italy.
• Leggo Free daily newspaper distributed in major Italian cities, sold as part of Piemme's advertising inventory to advertisers seeking commuter and urban reach.
• TV Sorrisi e Canzoni Weekly TV guide magazine covering television programming and entertainment, sold as part of Piemme's advertising inventory to advertisers seeking entertainment-oriented Italian audiences.
• Chi Weekly celebrity and gossip magazine featuring Italian and international personalities, sold as part of Piemme's advertising inventory.
• Focus Monthly popular science magazine covering science, technology, and discovery topics, sold as part of Piemme's advertising inventory.
• Focus Junior Monthly science magazine for children and young readers, sold as part of Piemme's advertising inventory.
• Famiglia Cristiana Weekly Catholic family magazine with religious and lifestyle content, sold as part of Piemme's advertising inventory.
• Benessere Monthly wellness and health magazine covering lifestyle and wellbeing topics, sold as part of Piemme's advertising inventory.
• Focus Storia Monthly history magazine covering historical events and figures, sold as part of Piemme's advertising inventory.
• Credere Weekly Catholic magazine focused on faith and spiritual life, sold as part of Piemme's advertising inventory.
• Maria con Te Monthly Catholic magazine dedicated to the Virgin Mary and Marian devotions, sold as part of Piemme's advertising inventory.
• Guida TV Weekly TV guide magazine with program listings, sold as part of Piemme's advertising inventory.
• Telepiù Weekly TV and entertainment magazine, sold as part of Piemme's advertising inventory.
• Gbaby Magazine Magazine for parents covering pregnancy, baby care, and family topics, sold as part of Piemme's advertising inventory.
• I Love English Junior English language learning magazine for young Italian students, sold as part of Piemme's advertising inventory.
• Il Giornalino Weekly children's magazine with stories, games, and educational content, sold as part of Piemme's advertising inventory.
• Websites Portfolio Collection of 15 news websites including ilmessaggero.it, ilmattino.it, ilgazzettino.it, corriereadriatico.it, leggo.it, and other digital properties for news distribution and digital advertising.
• Radio Subasio Local radio station broadcasting in Umbria and central Italy, sold as part of Piemme's advertising inventory to advertisers seeking regional radio reach.
• Radio CiccioRiccio Local radio station primarily targeting young audiences, sold as part of Piemme's advertising inventory.
• Telenova Local TV channel broadcasting in Rome and Lazio region, sold as part of Piemme's advertising inventory to advertisers seeking regional TV reach.
• Hybrid Tower Digital Out-of-Home (DOOH) advertising screen network operated by Piemme for outdoor advertising campaigns reaching consumers in public spaces.
• Display Advertising Digital banner advertising solutions distributed across Piemme's website portfolio, sold to advertisers and brands for online brand visibility.
• Video Advertising Pre-roll and in-stream video advertising solutions across Piemme's digital platforms, sold to advertisers and brands for video-led campaigns.
• Native Advertising Sponsored content and native advertising formats integrated within editorial content across Piemme's media properties, sold to advertisers and brands.
• Social Media Advertising Social media advertising campaigns distributed across Piemme's 13 social media pages, sold to advertisers and brands.

Quantifiable outcome

• 6+ million daily reach across all channels

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• GroupM Italy: WPP-owned global media investment group operating agency media-buying arms (Mindshare, Wavemaker, MediaCom) in Italy. Comparable as a major buyer of advertising inventory that competes with concessionarie on the demand side of the Italian ad market.
• Publicis Groupe Italy: Italian operations of Publicis Groupe, providing full-service advertising agency, media planning, and buying services. Comparable as an established incumbent offering overlapping media planning/buying capabilities alongside creative services.
• Mondadori Group: Major Italian publishing house with a portfolio of magazines (including some sold through Piemme itself). Comparable as a publisher with significant advertising-revenue magazines; overlap with Piemme through Mondadori periodical distribution partnerships.
• Sky Italia (Advertising Sales): Pay-TV broadcaster with internal advertising sales division selling TV and digital ad inventory across Sky Italia channels and streaming properties. Comparable as a major Italian media owner with substantial ad sales operations across broadcast and digital.

Emerging players

• Bauer Media Italy: Italian arm of Bauer Media Group publishing magazines and radio properties (including Radio Deejay-like brands) with associated advertising sales. Comparable as a multi-format publisher with radio and magazine advertising assets.
• Hearst Italy: Italian subsidiary of Hearst Corporation publishing premium magazines (Cosmopolitan, Elle, GQ, Vanity Fair Italy). Comparable as a publisher-advertising operator with strong brand portfolio in the magazine segment.

Direct peers

• Manzoni (A. Manzoni & C.): Italian advertising concessionaria that sells advertising space for RCS MediaGroup's portfolio (Corriere della Sera, La Repubblica, magazines, digital). Operates with nearly identical business model to Piemme — multi-channel media sales house for a major Italian publishing group.
• RCS MediaAdvertising: Advertising sales house of RCS MediaGroup handling print, digital, and event advertising for Corriere della Sera, La Gazzetta dello Sport, and other leading Italian titles. Closely comparable peer in the same national newspaper advertising market.
• Mediamond: Advertising concessionaria for Mediaset/RTI, Italy's largest commercial broadcaster, handling sales across Mediaset TV, digital, and radio properties. Directly comparable as another large Italian media sales house selling advertising for a major media owner.
• Cairo Communication: Italian media and communications group operating advertising concessionaria activities for Cairo Editore titles (including La7 TV and periodicals). Comparable as an integrated media company with advertising sales, editorial, and broadcast assets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Piemme