Il Salvagente

What Il Salvagente does

Il Salvagente, operated by the private Italian limited company EditorialeNovanta srl and headquartered in Rome, is a monthly consumer advocacy publication distinguished by independent laboratory testing of consumer products. Founded in 2015 and registered with the Court of Rome (Tribunale di Roma) that same year, it positions itself as the only Italian consumer magazine sold at physical newsstands and through subscriptions that conducts laboratory testing to expose fraud, contamination, and misleading labelling across food, beverages, cosmetics, household items, and children's products. Its editorial work is supported by investigative columns such as "Provato per Voi" (tested for you), "Allerta prodotti" (product alerts), and the "Chiedilo al Salvagente" reader Q&A section, plus the "Occhi Aperti" YouTube video series on nutrition led by Dr. Chiara Manzi.

The publication is distributed through a multi-channel stack consisting of print newsstands across Italy, a website (ilsalvagente.it) updated daily with editorial content, a web-based digital flipbook viewer (sfogliatore), and native iOS and Android mobile applications that reproduce the full archive from 2015 to present. A separate e-commerce storefront (shop.ilsalvagente.it) sells single-issue PDF downloads at €4.90 and thematic guidebooks ("Le Guide Salvagente") at €14.90-€19.90 each, with over 150 titles in catalogue. Revenue is generated primarily through recurring digital subscriptions, print and digital newsstand sales, single-issue PDF purchases, and guidebook sales, supplemented by promotional acquisition via a Telegram channel offering a 10% discount coupon and by a partnership with LAV (Lega Antivivisezione) enabling 5xmille tax donations.

The reader base is described as "thousands of subscribers" with documented decade-long subscription tenures since the 2015 launch, segmented as Italian consumer readers and a secondary parents-and-families segment focused on children's product safety. The company operates with 11-50 employees, has no disclosed external investors or parent company, and reports no funding rounds, mergers, acquisitions, or leadership changes in the input material.

Name

Il Salvagente

Legal name

EditorialeNovanta srl

Website

https://ilsalvagente.it

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Il Salvagente is an Italian monthly consumer advocacy magazine that conducts independent laboratory testing of food, cosmetics, and household products to expose consumer fraud, distributed via print newsstands, digital subscription, mobile apps, and a 150+ title guidebook catalogue for Italian consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Italia Toano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Magazine Sales: Physical monthly magazine sold at newsstands and through subscription. Published continuously since 2015, with archives going back to issue number 0.
2. Digital Subscriptions: Annual and multi-year digital subscription plans providing access to online content, digital flipping viewer (sfogliatore), and archived issues.
3. PDF Downloads: Individual digital issues available for purchase as PDF downloads at €4.90 per issue. Current issue (July 2026, N°7/2026) available for purchase.
4. Specialized Guidebooks: Sale of thematic guidebooks (Le guide Salvagente) - in-depth publications on specific topics priced at €14.90-€19.90. Topics include food safety, consumer rights, health, legal guides. Over 150 guides published.
5. Digital Archive Access: Access to digital flip-through viewer (sfogliatore) containing magazine archives from 2015 to present, available via subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Il Salvagente is a monthly Italian consumer advocacy magazine published in print and digital formats, featuring independent laboratory testing of consumer products (food, cosmetics, household items) to expose consumer fraud and safety issues. The publication operates as a consumer-funded journalism platform, complemented by thematic guidebooks, a digital flipbook archive, mobile apps, and subscription plans available through its own website and Italian newsstands.

Product overview

Il Salvagente is a monthly Italian consumer advocacy magazine available in both print and digital formats, positioned as the only consumer publication in Italy available both at newsstands and by subscription that conducts independent laboratory tests to expose consumer fraud. The core product is the magazine itself, complemented by a digital flipbook viewer and mobile apps for reading issues across multiple platforms. Additional offerings include in-depth guide booklets on specific topics, a newsletter subscription service, subscription plans with satisfaction guarantees, the Chiedilo al Salvagente expert Q&A section, the Occhi Aperti video series on nutrition and food safety, and the Provato per Voi product testing column. Content is organized into sections including News, Product Alerts (Allerta prodotti), Food Myths (Miti alimentari), Parents and Children (Genitori e figli), Eyes Wide Open (Occhi aperti), and Tested for You (Provato per voi).

Differentiator

Problem solved

Functional benefit

Products and services

• Il Salvagente Monthly Magazine Monthly Italian consumer advocacy magazine published in print and digital formats, featuring independent laboratory testing of consumer products (food, cosmetics, household items, children's products) to expose fraud, contaminants, and safety issues. Sold at Italian newsstands and via subscription, positioned as the only consumer testing magazine in Italy available both in newsstands and by subscription.
• Guide del Salvagente (Le Guide Salvagente) In-depth printed thematic guidebooks available for individual purchase at €14.90-€19.90 each, covering specific consumer topics with laboratory tests, analysis, expert opinions, and practical advice. Over 150 guides published in the series.
• Digital Flipbook Viewer (Sfogliatore) and Mobile Apps Self-service digital reading platform accessible via browser and dedicated iOS and Android mobile applications, providing subscription-based access to magazine archives from 2015 to present.

Quantifiable outcome

• Independent testing of 134+ industrial food products in latest 'Testati per voi' volume alone
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• LAV (Lega Antivivisezione)minorStrategic or Co-development PartnerCollaboration with LAV (Lega Antivivisezione) for Guide 101 on animal welfare and companion animals. The publication supports the 5xmille initiative for LAV allowing readers to direct donations to the organization.
• Öko-Test (German Magazine)minorStrategic or Co-development PartnerReferences German consumer testing magazine Öko-Test for cross-border testing collaboration on products like water, deodorants, and children's products. Articles report on Öko-Test findings alongside Il Salvagente's own testing.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stiftung Warentest: German government-backed consumer testing foundation publishing comparative product reviews and a flagship test magazine. Direct peer in independent product testing methodology and periodical publishing.
• Altroconsumo: Italy's largest independent consumer testing association, publishing comparative product tests, magazines and digital content. Directly comparable to Il Salvagente as the dominant domestic player in the same Italian consumer-advocacy publishing category.
• Consumer Reports: US-based independent nonprofit publisher of product reviews, ratings and buying guides with no advertiser funding. Closest large-scale analogue of the advertiser-free, consumer-funded testing model.
• Öko-Test: German monthly consumer-testing magazine conducting independent laboratory tests on food, cosmetics and household products. Closest international analogue to Il Salvagente, and already cited as a content partner.
• Which?: UK consumer advocacy organization publishing Which? Magazine, with independent product testing and subscription-based membership. Direct peer in subscription-funded consumer testing publishing.
• Test-Achats / Test Aankoop: Belgian consumer testing organization publishing comparative product tests and a magazine. Comparable subscription-funded testing publication model, smaller market.
• Que Choisir: French consumer association publishing the magazine Que Choisir with independent product tests and investigative journalism. Closely comparable business model (membership/subscription + magazine + guides) and editorial positioning.

Regional players

• Il Fatto Quotidiano - Il Fatto Alimentare: Italian food-safety and consumer-information outlet publishing investigative journalism on food fraud, labeling and contaminants. Adjacent competitor in Italian consumer-food journalism without the laboratory-testing methodology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/ilSalvagenteit
• YouTubeyoutube.com/c/ilSalvagenteit
• Facebookfacebook.com/ilsalvagenteit
• Instagraminstagram.com/ilsalvagenteit
• LinkedInlinkedin.com/company/editorialenovanta-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Il Salvagente