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independent of the import of
grain within a short time. This was
the first movement towards self-
sufficiency in the economic field,
and it has naturally been adopted
in all branches of production in
recent years, especially after the
application of sanctions. Other
collective propaganda has been carried out for rice, beer, artificial silk, Italian toys, and
tourist traffic. State propaganda is exclusively reserved for the 70 political daily papers,
tor, on the one hand, it is a question of products and services which are mainly of interest
to men, whereas, on the other hand, they were regarded as a widespread means of pro
paganda and thus reach nearly the entire population of 43 millions. In most cases the
Italian newspapers and periodicals do not provide advertisers with certified statistics of
their circulation and the distribution ol their readers. Many give large figures of circu
lation, but there is no means of verifying them. In Italy, there is no obligation, as in
Germany, to state the exact circulation in every issue. The "Corriere della Sera" and the
weekly "Domenica del Corriere" published by the same press have
probably the largest circulation of any Italian papers, for at times
it is more than a million. The most important of these State adver
tising campaigns are:
I or the tobacco monopoly: after various experiments the propaganda
was concentrated on two articles, the cigarette "Macedonia
Extra" and the short cigar Sigaretto Roma";
tor the Post and Telegraph Service: urgent telegrams, letter tele
grams, train telegrams, Marconigrams, urgent parcels post, airmail, and postage stamps for collectors
For the State Railways: express parcels;
For the Telephone Service: State telephone administration and the five large companies among which the
telephone service in the whole of Italy is distributed;
For the State Insurance Institute: insurances of all kinds, especially life assurances.
Further, propaganda lor semi-State institutes, such as the:
U. A. P. A. (gas protection and air raid protection),
Campagna Mazionale Antitubercolare (anti-tuberculosis propaganda),
Comitato per il Prodotto Italiano (Buy Italian goods).
I he greatest advertising constantly maintained in Italy is probably that organized by the E. N. I.T.,
the institute for tourist traffic. The Fascist Government was probably one of
the lirst to recognize that tourist traffic exercises very great influence on the
balance ol trade. Every year tourist traffic brings millions in foreign currencies to
Italy which can be used for partially adjusting the passive trade balance. The
Italian poster artists cannot complain of any lack of charming and picturesque
subjects for tourist traffic advertising. There is good reason why Italy is the
classic travel country, and the sunny south with its blue skies is "not merely a
poetical phrase. The Italian shipping lines are among the best as regards speed
and comfort. Italian tou
rist advertising must
appeal to the widest
public, and also take
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