Categoria: Articles

Time Magazine – The Cover Issue

Choosing the right cover has always been crucial and can boost sells. If you’re a musician, a writer or a magazine editor you know what I’m talking about.

To me it’s crystal clear that, what’s INSIDE an album, a book or magazine, is much more important, but down here offer increase everyday and these guys need to look a bit more eyecandy than their neighbour.  It’s called competition.

When I was working for Playboy Italy, things were quiet easy and fun, we just needed to choose the hottest girl around and put her on the front cover.

If you’re working for a weekly magazine called TIME, things might be different. Let’s make an example:

You’re on holiday in Spain and want to buy News Week. You just need to go to a newsstand that sells international press and get your copy of the magazine. They print it in America but it’s available all over the world, and it’s identical wherever you buy it, was it in France, Japan or Italy.

Some magazine may have locals issues, but that’s another story.

At time of writing, a big buzz spread all over the net. A new case of the so called “misinformation”. Lots of web surfers are pretty angry now because this week (N. 22, Vol 178), TIME magazine had two different covers: one for Europe, Asia and South Pacific but a total different one for the American market.

Might be the american audience much more interested in anxiety instead of the international scenarios? Well, it might, but I guess there’s a political reason behind this editorial strategy. Why not showing the american audience what’s going on in Egypt? Would it offend their sensitivity? Or would it descredit and damage the reputation of the american government?


During this year TIME has always reported what was going on, especially in the “Old World”. The Ex Prime Minister Silvio Berlusconi was heavily attached even just one week before he presented his resignation. This is called “bad timing”.

When Rupert Murdoch Scandal came out, TIME was there to report he news. Was it only a sort of revenge against this heavily powered media guru?

When Euro was born, the American Dollar suffered a great loss of power. All the greatest american economists have always been publicly against the birth of the european currency and it is easily understandable. Before Euro appeared on the markets it was impossible for, let’s say, an italian guy to buy anything in the US and pay it less than in his own country (except gas, maybe). After Euro came, the scenario went upside down and right now, for the europeans, buying goods in America means to really getting a great deal. That’s why all those economists were against Euro, because the American Dollar lost a lot of power. So it’s no surprise to find covers like this one:

Should these covers only reassure Americans about the “grandeur” of their country? Are they intended to discredit everything and everyone outside the “New World”? Do they need to cheer up the public opinion?

The World Wide Web was invented at CERN in Switzerland but first developed in the US. American citizens know really well how to use the internet. Nothing can be kept secret for too long nowadays, especially different covers of the same magazine.

So please stop trying to tell another story. Journalists should always tell the Truth, even when it’s Inconvenient.

SUPER SAD “triste come non mai”

Quando ti trovi nel paddock del Las Vegas Motor Speedway per la gara conclusiva del campionato di Formula Indy, alzi lo sguardo e sullo sfondo del circuito vedi solo rocce rosse erose dal tempo.

Se lo prendi troppo alla leggera il deserto del Nevada non ti lascia scampo.

Il sole è una palla di fuoco ti brucia sopra la testa, caldo come non lo hai mai sentito prima. La pista è in fiamme prima ancora che la gara inizi e undici giri dopo la bandiera verde si scatena l’inferno. A 220 miglia orarie tutto succede in fretta.

Tredici monoposto vengono coinvolte in uno spaventoso incidente.

Il fuoco inghiotte Dan Wheldon e se lo porta via per sempre. 33 anni, nato in Inghilterra, per la seconda volta quest’anno aveva vinto la 500 Miglia di Indianapolis.

Io ero lì mentre tutto ciò accadeva.

L’attesa interminabile prima del tragico annuncio, il sentito cordoglio americano. Meccanici, tecnici e team manager schierati l’uno affianco all’altro di fronte alla corsia dei box, mentre i piloti, i sopravvissuti di questo armageddon, sfilano appaiati in segno di saluto. Per altre cinque volte percorrono quell’ovale maledetto. Un lungo ripetuto applauso accoglie i piloti ad ogni giro, mentre sulle tribune ammutolite senti solo gridare: “hats off!” signori “via il cappello!” in segno di rispetto. Io ero lì, senza parole e con la testa piena di pensieri.

Sette giorni dopo sono passato dalla perenne estate di Las Vegas all’autunno improvviso di Milano. Cambia il clima ma mi ritrovo di nuovo ammutolito e con altrettanti cupi pensieri nella testa mentre guardo la tv.

Siamo esseri viventi, siamo fragili, ma la morte non è qualcosa che riusciamo ad accettare, nostro malgrado, dobbiamo imparare a conviverci.

Saranno questi due episodi accaduti a breve distanza l’uno dall’altro, sarà che le gare mi appassionano, sarà che ho sempre adorato la moto gp. Sarà che avendo lavorato a Virgin Radio, il Sic l’ho visto passare negli studi, l’ho chiamato al telefono, l’ho sentito ridere e scherzare con Ringo, l’ho anche intervistato. Sarà che non c’è mai un’età giusta e 24 anni sono sempre davvero troppo pochi. Saranno questi ed altri motivi a farmi sentire così triste.

Accade sempre tutto tremendamente in fretta, solo la moviola riesce a mostrarti cos’è successo veramente. Fotogramma dopo fotogramma tutto appare gelido e spaventoso.

Quando ho sentito le parole di Paolo Beltramo mi si è gelato il sangue, le sue lacrime sono diventate le mie. Un uomo, un giornalista, un professionista che deve dare l’annuncio della morte di un amico in diretta nazionale. La voce rotta dal pianto di Guido Meda e Nico Cereghini che rivolge il suo, il nostro pensiero alla famiglia di Marco.

Ed è proprio lì che va il nostro abbraccio più grande, a quella casa tra le colline di Coriano stretta nel dolore, circondata dall’amore di chi a Simoncelli ha sempre voluto bene.

Ciao Marco

Steve Jobs 1955-2011








Steven Paul “Steve” Jobs (February 24, 1955 – October 5, 2011) was an American computer entrepreneur and inventor. He was co-founder,chairman, and chief executive officer of Apple Inc.

Jobs also previously served as chief executive of Pixar Animation Studios; he became a member of the board of directors of The Walt Disney Company in 2006, following the acquisition of Pixar by Disney. He was credited in Toy Story (1995) as an executive producer.

In the late 1970s, Jobs, with Apple co-founder Steve WozniakMike Markkula, and others, designed, developed, and marketed one of the first commercially successful lines of personal computers, the Apple II series. In the early 1980s, Jobs was among the first to see the commercial potential of Xerox PARC’s mouse-driven graphical user interface, which led to the creation of the Macintosh. After losing a power struggle with the board of directors in 1985, Jobs resigned from Apple and founded NeXT, a computer platform development company specializing in the higher-education and business markets. Apple’s subsequent 1996 buyout of NeXT brought Jobs back to the company he co-founded, and he served as its CEO from 1997 until 2011. In 1986, he acquired the computer graphics division of Lucasfilm Ltd which was spun off as Pixar Animation Studios. He remained CEO and majority shareholder at 50.1% until its acquisition by The Walt Disney company in 2006. Consequently Jobs became Disney’s largest individual shareholder at 7% and a member of Disney’s Board of Directors.

His aim to develop products that are both functional and elegant earned him a devoted following.

On August 24, 2011, Jobs announced his resignation from his role as Apple’s CEO. In his letter of resignation, Jobs strongly recommended that the Apple executive succession plan be followed and Tim Cook be named as his successor. Per his request, Jobs was appointed chairman of Apple’s board of directors.

On October 5, 2011, Apple announced that Steve Jobs had died at the age of 56

The World Is Mine, As Long As I Got A MacBook Pro

Apple is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. (Wikipedia)

Well, to be honest, that statement is just incomplete.

Apple is an American multinational corporation that sell DREAMS!

Let me get my point.

I grew up as a young kid during the 80’s, I used to play “hide & seek” with my brother in our father’s server room. My beloved dad was an italian entrepreneur with a vision who ran a small firm that developed softwares, my school mates used to stare at me when the teacher asked: “Massimo, what do your parents do for a living?”  I’ve been surrounded by computers since birth, those machines have been part of my life since day one.

I wish I was a computer wizard but I’m not, though I love technology.

Do you remember yourself as a kid, preparing some cookies for Santa, waking up early on Xmas day just to see if the old guy in red brought you what you asked?  Do you remember how excited you were unwrapping your presents? Do you still feel that sort of excitement today, when you power up your new tech toys for the first time? Sweet, so you know what I’m talking about!

There’s something completely different going on these days.

Apple is a multi billion cash machine and, like it or not, Steve Jobs is a genius. He took the game to a complete new level. This guys invented products that completely changed our life. It’s not about choosing wether if you like iPhones, Blackberries, Nokias or Android phones; it’s not about Windows vs Mac Os. This guy is playing in is own league. He set his company completely apart from all the others.

There’s no need to analyze Apple’s branding or marketing campaigns, I want to focus on their effects instead.

Let’s say it folks, when you get a new iPhone you feel great. An iMac could make you feel even better, but when you buy a MacBook Pro, you just feel: ALMIGHTY!

Why am I focusing on the MacBook Pro and not on the Mac Pro? Because it’s portable and as much powerful as his big brother, because inspiration can hit you in the strangest places and when the times call, you need to be able to work wherever you are.

They might all look the same, but when you power them up and enter the Matrix, you know you’re the one. You start touching the keyboard and new possibilities pop out! Things that were impossible, suddenly seem so easy to do. “My kingdom for a Mac!Would Richard III pronounce this word instead nowadays? I’m the Mac King, I can do everything. Call it AppleMania, MacEuphoria, MacReligion the result is that those who entered the AppleWorld have been affected in such an inspiring way.

Computer are amazing machines regardless of their manufacturers and operation systems. But I never felt like that with my pc, it never inspired me like this. The reason is that those two great guys, Steve Jobs and Bill Gates, have always had two opposite way of thinking.

Is it possible to permeate an object with our spirit/enthusiasm? Well, someone says so:  “An object produced by the work of men, keep inside itself a part of their soul”. If we apply this theory to Apple products we can easily understand why they make us feel so excited when we use ‘em.

Because they’re permeated with the same visionary energy of Steve Jobs.

It’s in there, under the shiny cases of your favorite Apple toy.

Sell dreams, not products…well I guess that I’ve just bought one of those dreams and it really seems to work!

Keep rockin’