Cavallino magazine

Somebody forgot paragraphs for the Phil Hill story in #256. The paucity of photo captions continues. Some captions really could have been informative. For instance, who’s that in the 156 cockpit on page 93?; page 94: what race? where? when?

 

I have just renewed my subscription for another six issues - £138.00 ($176) - this is becoming an expensive magazine? I have all the issues from Issue 11 plus a few odd editions before that, including Issue 1 Reprint. As has been said, the magazine is not a patch on the older issues - this may be my last subscription!

 

Issue 257.
Sadly another cut car on the cover...........

Marcel Massini

Image Unavailable, Please Login

 

Well, at least they aren’t flogging the new stuff….yet.

 

WTF.
They are lost at sea. What a waste.

 

The recent F40 Legacy Tour in Tuscany/Forte dei Marmi was not organised by Canossa.
A journalist offered his report and material to Cavallino magazine (which is owned by Canossa). The journalist's story was refused because that F40 Tour was not a Canossa-organised event.
Does this mean that Cavallino magazine now becomes more and more a Canossa event only publication?

Marcel Massini

 

Very sad, friend of mine participated on the tour and described it as an incredible experience, such an event should be covered. Hopefully another magazine gives it significant coverage.

 

Well, they do cover “events” (mostly races and concours) other than Canossa sponsored ones, but “tours” may be a different matter, as they see them as being competitors. If so, that would be a shame because they could be depriving their readers of information that they’re interested in, as in the F40 tour that you mentioned. On the other hand, they probably also have page-count considerations when determining what gets published and what doesn’t. But they could quite easily increase editorial content if they wished to do so, simply by not publishing those valuation statistics in every issue. Twice a year would be sufficient.

They do strike me as a company that is almost paranoid in protecting its “brand.” You can feel it in their promotion. It’s almost suffocating. I guess they take a cue from Ferrari, without whose imprimatur they would not exist.

 

I had never thought of that. I can't say it would be surprising, though. For years, Ferrari has sought to vertically integrate their Classiche vehicle restoration operation with their authentication service. Can that lesson, and the potential to link the events that Canossa offers with what Cavallino - ultimately a captive media outlet - decides are "significant" enough to covered, be lost on Canossa?

 

I think the fundamental "problem" here is the Cavallino has always been, well to me at least a very "traditional" Ferrari magazine in the sense the articles are very detailed and dare I say perhaps more geared toward the "traditional" Ferrari enthusiast rather than the "lifestyle" segment of the market. Unfortunately it would seems the latter is where the best commercial exposure is so I do not envy the owners trying to balance the requirements to try and balance these two aspects.

For what its worth I do like some of the changes that have been made to the magazine. As soon as the detailed articles are far reduced then, for me the essence of the magazine will be lost.

 

Why buy a magazine which is targeted to a completely different audience then you are aiming at instead of just setting up a new magazine?
Why buy a Michelin starred restaurant and slowly turn it into a burger restaurant?

Do they really think the old customers don't notice and stay???

 

Besides lacking knowledge in general they simply don't care.

Marcel Massini

 

Niet, now only their own propaganda gets into Pravda, I mean Cavallino, comrade:-(.

 

All Ferrari events are equal but some are more equal!

 

Because as with many corporate transactions you want to purchase the name and the associated goodwill/audience associated with the name, quite why one would want to make drastic changes is another matter.

Of course people will notice hence my saying its about trying to balance the content.

 

Let's be honest, the magazine was part of the deal but Canossa really only cares about the event as that is where the money is. The magazine is now just another in-house marketing tool for them. I doubt it generates the type of profit they want so it is inconsequential to them if it's bad or not.

Their focus is clearly on influencers/new media and not a magazine for us dinosaurs.

 

You dissected the cadaver to perfection.

You should have been a police morgue medical examiner

 

Yes, I'm afraid it's the entire industry as a whole. Used to subscribe to at least half a dozen magazines but now I only get one.

The only way they can increase Cavallino's print revenue is by charging sky high ad rates. Lol, kind of a modern day form of "tribute" for Canossa if you want to be in their good graces for their events. All the lifestyle portraits and name dropping sure makes it feel that way.

Good tortellini isn't cheap you know!

 

The Cavallino Classic is a spin off of Cavallino magazine. The reason why this event became so important after 1992 was simply because the organizers had a thorough understanding, love and knowledge of the subject: (classic) Ferrari's because they also were the editors of the magazine.
If you throw that all away and the cars are degraded from main (and only) topic to "part of the lifestyle" next to fashion and high dining, then the solid basis not only of the magazine, but also of the Cavallino Classic, is removed. Simply said: if historical accuracy is no longer important in the magazine, the same attitude will prevail in he Cavallino Classic and severely degrade the quality of the event.

 

And based upon comments from others in these threads about CC judging that’s exactly what’s already happening.

 

Every day is a school day.
Tortellini are considered "high dining"..........???
My godness, the world really has changed lately.
Where will this end?

Marcel Massini

 

I wrote for Forza for 8 or 9 years. Thats what happens when you have an editor that has no 3 syllable words in his vocabulary. It struggles to appeal to 6th graders. Getting my work dumbed down every issue so the kiddies could understand was too much. Editor could not understand the words any better than the school kids.

Cavallino is going down the same road. As far as new ads, predictable with a new and aggressive ad sales staff. The key is to keep the advertisers. Too soon to tell but it is not too soon to see the content/work product is in the dumper.