Integrating the paper and digital editorial experience

We have improved the experience of the over 50,000 readers of Il Giornale di Brescia by guiding the paper towards the innovation of the editorial and business proposal.

The challenge

A modern, influential and multi-channel project.

Given the increasingly fragmented, saturated and complex panorama of the press sector, Il Giornale di Brescia has been searching for new ways in which to respond to the evolving habits of its readers and the market.

The objectives were numerous: to understand the new ways of use, to improve the reading experience and the quality of the content, to reinforce the penetration capacity of the news and the brand and to discover new channels for commercial revenue;

these aims were to be achieved through offering a new editorial experience able to balance and integrate the different existing facets of the group (such as the paper newspaper, digital newspaper, TV, radio and magazine).


Every region is a story in itself.

We have conducted a journey of understanding in order to comprehend the current news experience throughout the Brescia region (field studies with occasional varied samples, questionnaires to understand people's opinions and interviews with selected targets to reinforce insight into the issue).

This study revealed that every local community has a range of highly different motivations for accessing information yet which are linked by a strong request for regionally specific details.

Furthermore, we have come to realise that people do not make the editorial distinction between the paper, online and social media versions: these are all equal forms of media, integrated and perceived in a homogenous way under a single brand experience which, more often than not, begins from the paper version and moves to the digital world for more further detail.


The reference point for news in Brescia.

We have designed a physical and digital newspaper that is “regionalised” in its ability to penetrate the local community yet at the same time comprehensive in order to accurately report important national and international news stories.

It is a newspaper that is able to offer a simple, fluid and consistent experience, which wins its readers' loyalty through the quality of its content irrespective of device and usage context.


The right news. At the right time. Everywhere.

We have designed an integrated news eco-system and an editorial flow which aims to make news wholly accessible to the readers of Il Giornale di Brescia, providing them with prompt access across all channels, devices and usage contexts.

A coherent and consistent identity

Readers consider the paper and digital editions as one and the same: therefore we have worked side by side with the Spanish brand identity company “Cases Y Associates” to fully deliver this uniformity and to define a unique visual and transversal language.

Content and mobile first.

We have designed an experience in line with the principles of the “Future Friendly Web”: increased importance and focus on content, a fluid experience, simplification, reduced cognitive demand on users, mobile first, orbital content and device/channel-free use. Each news item must be accessible any time and anywhere, as it responds to the specific informative needs of its readers rather than hierarchical or time-related requirements.

Furthermore, the introduction of a soft categorisation of content by story has allowed us to create more pertinent, relevant and vertical categories, with an impact both on usage and on the sale of advertisement spots.

Unobtrusive viewability

This style of approach in interface design has enabled us to integrate new forms of content and advertising.

The introduction of the infinite scroll feature in the articles in the news sections has brought numerous advantages: it has improved the reading experience and the integration with content flow, and furthermore it has enabled us to formalise new profit opportunities, reducing the dropout rate and increasing the number of page hits and advertisement presence.


Towards a world of services.

The future of Il Giornale di Brescia will be increasingly focused on the creation of a new, geographically relevant proposal, able to improve the daily lives of the readers/citizens in their own specific context.

As such, it will not only inform but will also become an aggregator of specific and relevant local services.


  • +7%


  • +6,27%

    average visit duration

  • +110,67%

    page views per visit on mobile

  • +144%

    advertisement take-up*

  • +100%

    page views per visit on desktop

*Quarter II of 2015 vs same period in 2014

Source: Audiweb 2014

The project we strove for, was created with Sketchin with the aim both to implement and to innovate our leadership in the publishing industry, according to a constantly evolving scenario and taking into consideration the radical new habits acquired by readers in the recent years. What we needed the most was a qualified external help, able to shift our point of view from the single product to the entire editorial ecosystem, always putting users and their needs at the very centre of the business. The result has been a smart and innovative process that engaged every stakeholder in and out of the company toward the goal of a consistent, cross-channel and effective redesign of the newspaper, both in its website and paper form.

Mauro Torri - General Manager - Editoriale Bresciana

The project team

  • Marco Pesani

    Marco Pesani


  • Marina Bassani

    Marina Bassani


  • Cesare Bottini

    Cesare Bottini


  • Chiara Condemi

    Chiara Condemi


  • Sarah Corti

    Sarah Corti


  • Mariko Flora

    Mariko Flora


  • Diego Franzini

    Diego Franzini


  • Laura Savino

    Laura Savino


  • Agnese Selva

    Agnese Selva


  • Stefano Vetere

    Stefano Vetere


  • Elena Zordan

    Elena Zordan


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