Graduate of the Università Cattolica
in Milan (political science),
Specialized in advertising and audiovisual
media at the Bergamo Institute for Journalism and Audiovisual Media.
Gained a degree in business studies at the
SDA Bocconi University in Milan.
In the field of research, he was for many
years the coordinator of the most important joint studies of means of communication:
ISPI (periodicals), ISEGI (daily newspapers), ISTEL (television), AUDIRADIO
Started his professional career at the end
of sixties with Lambert, an advertising agency, and was involved in studies
on the media and with program creation.
Later became advertising and public relations
director with British Leyland Italia.
In 1972 he was appointed as director of research
and development at Publiepi, the advertising licensee of the Famiglia Cristiana
Towards the end of seventies he moved on to
Rizzoli-Corriere della Sera as head of periodicals research.
When the TV network “Italia 1” was founded,
he joined Rusconi as marketing director,
but after Rusconi sold it to Berlusconi and
a short period with Rete A from Peruzzo-RTL, he decided to become a free
lance publishing and marketing consultant.
He has delivered papers at numerous ESOMAR
and EMRO seminars and has taken part in many meetings about publishing
and advertising in Italy and abroad.
Published tree books on TV, the press
dell'audience TV” (Measuring the TV audience ) - ISTEL-1986
l'audience dei mezzi stampa” (How to measure the print audience)
– Lupetti editore – 1990
“La Radio, un medium
vincente” (The Radio, a medium on the road to success) – Lupetti
- “Il richiamo delle radici” (The call of the roots) - Gioiosa Editrice - 2000
- “La perfetta pianificazione pubblicitaria sui media” (The perfect advertising planning on media) - Lupetti-2005
- “Avanti c'e' posto” (Come one, come all) - Lupetti - 2005