Tour & Food ITALIA – A Unique Magazine
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| Vito De Romeo, Editorial Director and co-founder |
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| Luigi Capeto, Commercial Director and co-founder |
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| Some magazine covers | |
The Beginning
Tour & Food ITALIA was officially launched on March 2, 2004, when the creators of this bold editorial project, Luigi Capeto and Vito De Romeo, presented the new magazine to the public in the beautiful setting of the Westin Hotel Excelsior, in Florence. The presentation was repeated in the United States, in New York, at Italian eatery Gnocco Café in Manhattan, on March 30, 2004.
On that occasion, Capeto and De Romeo passionately explained the main objectives they wanted to achieve by launching a bilingual magazine dedicated to Italian wine and food, and to the promotion of quality 'Made in Italy' products, art and culture. The main reason that pushed them to embark upon such an adventure, was their inner desire to promote overseas all the best things that Italy had to offer, especially those aspects that were lesser known to foreign visitors, from the works of art to the wonderful landscapes, and from the great Italian wine tradition and typical regional gastronomy.
In both Florence and New York, De Romeo promised to the participating public that Tour & Food ITALIA staff would become “a posse of indomitable enquiring types, always ready to discover and reveal all the good and beautiful things that Italy has to offer, from the major cities to the smaller country towns.”
At the same time, Capeto vowed that, in addition to promoting Italy's cultural patrimony, Tour & Food ITALIA would emphasize the importance of the many Italian communities scattered all over the world. According to Capeto, "Often such communities are forgotten or downplayed back home, despite the precious contribution they add to the growth and improvement of Italy's image in the countries they choose to reside."
The Achievements
Fast forward twelve months to March 2005.
At this point, the two young entrepreneurs can look behind them and, with peace of mind and deserved pride, reflect upon the truly positive balance they have achieved. In fact, in the months since the introduction of the magazine, Capeto and De Romeo have been able to constantly adjust and improve the publication with more interesting and in-depth articles, as well as making it graphically more pleasant and attractive.
The third issue is one that especially marked a decided graphic improvement that was a pleasant surprise to magazine readers. At the same time, the staff grew adding some important associates both in Italy and the US. Francesca di Meglio and Giulia Prestia were added to the New York office, while Piero Crisci joined the Italian staff.
The commercial direction of Luigi Capeto then focused on establishing work relations with the most important private associations and public institutions in Italy and the United States. Artistic director Vito De Romeo, on the other hand, worked tirelessly to improve the magazine's technical quality. He did this by searching for and hiring the best graphic designers available and covering more engaging subjects, as well as by choosing associates in total alignment with the philosophy of the team.
In just one year, Tour & Food ITALIA has carved out a nische for itself in the competitive world of magazines. The magazine is the only one of its kind to take look into overseas realities, and positions itself transparently and unmistakably as a staunch promoter of quality Italian values in the US as well as back home. Italian businesses turn in greater number to this magazine to promote their brands in the Italian and US markets. Thanks to a focused distribution and the ever-growing subscriptions from around the world, the magazine has been able to establish an effective communication bridge.
Though it's not the easiest solution, the founders' choice to avoid partnering with any of the major advertising agencies, allows them total freedom from any kind of pressure, thus being able to promote only those businesses that offer total assurance about the Italian origin and quality of their products. We want to highlight here that 'CaDeR edizioni', the publishing house of Tour & Food ITALIA, is competing with some of the largest Italian publishers. Tour & Food ITALIA strives for nothing less than total commitment to constantly improving content quality, while always looking for innovations. The path chosen by 'CaDeR edizioni' is hard, but at the same time extremely exciting. The growing number of readers shows that they are moving in the right direction.
Currently, the magazine is available in limited distribution in some Italian cities, but the easiest way to get every issue is by way of subscription (€20 in Italy, $45 in the US, and €40 UE countries). Just e-mail jour data to abbonamenti@tourandfooditalia.com and a subscription will be arranged.
Toward the Future,Tour & Food ITALIA's objectives are to: "Improve promotion of the magazine, especially through the web, which so far has not been effectively tapped into; grow the number of copies distributed as well as subscriptions; strike new, interesting partnerships and organize events promoting Italian enogastronomy, working in synergy with the newly-created cultural association of the same name, as well as with other groups that share common goals."
The next issue of the magazine, dedicated to summer and currently in preparation, Tour & Food ITALIA features tourist itineraries in various Italian regions, from Marches to Apulia, from Versilia to the Tuscan Archipelago, and from Liguria to Sardinia.
The art city featured in this issue is Rome, where Tour & Food ITALIA revisits the artistic and cultural marvels of the Eternal City, from the glorious days of Ancient Rome to Renaissance Rome. The articles, dedicated to overseas destinations feature New York, Switzerland and the island of Malta. In addition, the magazine will introduce new departments dedicated to great Italian wines, recipes from well-known chefs, and well-being, among others.
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