CASE STUDY (BOOK): communicating a cultural reference point

THE CLIENT.

Libraccio is one of the leading bookstore chains in Italy, founded in 1979 with the aim of making school books accessible to all thanks to used books and to bring more and more young people closer to reading. Today it has 68 outlets in the territory, each of which enjoys the freedom to shape its offer and direction in response to the needs of the local community. In 2024, the 30-year alliance with Messaggerie-Emmelibri is strengthened, bringing Messaggerie into majority ownership of the Libraccio group.

The physical sale of new and used texts and school supplies has been supplemented by the online channel and the organization of meetings, presentations, and events in neighborhood bookstores to engage the population, educate them about reading, and discuss major current issues. 

Founded on three major cornerstones, the used bookstore, the direct relationship between customer and bookseller, and the link with city neighborhoods, Libraccio has been able to build and maintain over time a virtuous synergy between online and offline, between schools and bookstores, and between bookstores and publishers. Among the initiatives organized recurrently by Libraccio, the “book dating” entitled “I can see it in your eyes” - a traveling project launched with Ostello Bello to bring reading enthusiasts together in the dark - “I read a lot” - the campaign to encourage reading through the purchase of a 10-euro bag to be filled with books of your choice - “Portraits between the lines”, the initiative in which avid readers have the opportunity to have their photo taken among the shelves of the chain's various bookstores, and finally the initiative with which it has combined culture and sustainability, traversing iconic areas of Milan with LAMBROgium, a cargo-bike loaded with volumes, to be given as a gift to the citizenry, a form of thanks for the Ambrogino obtained in 2024 by the chain. Not forgetting Books on Stage, the project launched in 2026 in Monza with the aim of enhancing the city's performing arts and culture venues, developing aggregation around words and literature and involving some of the most in vogue authors and some of the most influential publishing houses on the Italian scene. 

THE OBJECTIVES OF THE COLLABORATION

The collaboration with Libraccio began in January 2025, with the primary objective of building a communication strategy capable of integrating the brand's needs with the dynamics of the information world, intercepting topical issues of public interest through a balanced approach, between institutional content and narratives with a more lifestyle slant. The work has focused on increasing the visibility and perception of the brand, consolidating its positioning as a reference point for the circular economy, sustainability and accessible culture, thanks to a continuous production of editorial content ranging from budget data to surveys on cultural consumption. A central element of this strategy is the targeted management of spokespersons in the most online media: Edoardo Scioscia, CEO and among the founding partners, is positioned as an authoritative figure for corporate issues, market analysis and vertical newspapers, as well as for the events in which Libraccio is a protagonist, while Carlotta Sanzogni, Social Media and PR Manager, presides over content aimed at the lifestyle press and the new generations, thus contributing to enrich and qualify the press review with a fresh corporate image close to its younger audience.

THE PR & MEDIA RELATIONS STRATEGY

In order to achieve the objectives of the collaboration with the client, the PR and Media Relations strategy devised for Libraccio was therefore based on a balanced communication approach, alternating different contents, following an accurate and constant media analysis. The operation involved a diversified management of spokespersons according to the media target: Edoardo Scioscia was identified as the key figure for business, economics and publishing industry verticals, dealing with market analysis, business performance and scholastic issues, while Carlotta Sanzogni managed content for the consumer and news press, focusing on reading tips, cultural trends and surveys. Stefania Ciocca, Libraccio's events manager, also actively participated in interviews whose focus was on events she designed and managed.

To ensure consistent and valuable visibility in national, local press, radio and TV, the plan leveraged a proactive approach that used current events as a hook to offer interviews and insights, ranging from budget data to territorial events to brand initiatives, thus ensuring media coverage that intercepts both institutional stakeholders and the general public. The positioning work systematically carried out has also brought the brand several opportunities for visibility, such as interviews requested directly by journalists. 

During the collaboration, on the occasion of the Turin Book Fair and following the controversy related to the chain's participation, the team took complete charge of Libraccio's communication related to the event. It therefore acted on several fronts: supporting visibility with the dissemination of a dedicated press release, implementing crisis prevention actions through the drafting of a response note addressed to the press organs involved in the controversy, and directly managing relations with journalists, including the organization of interviews/responses with CEO Edoardo Scioscia, before and during the kermesse.

RESULTS.

In the period between January 2025 and January 2026 (ongoing), the PR and Media Relations activities developed for Libraccio generated more than 200 releases with extensive and continuous media coverage, articulated in national, local, lifestyle and trade publications, with a significant presence in first-tier media as well.

The press review shows a balanced distribution of issues, the result of a strategy that has been able to alternate between institutional content, market analysis, cultural initiatives and territorial events, intercepting different audiences and consolidating the visibility of the brand over time. Coverage has not focused exclusively on single peaks, but has maintained a constant frequency, gradually strengthening Libraccio's recognizability and authority in the Italian cultural and information scene.

Particularly relevant is the brand's ability to preside over different media in terms of language and audience, moving from generalist and business to lifestyle and local press, without losing narrative coherence. This approach has made it possible to enhance both the corporate dimension of the company and its role as a cultural actor rooted in the territories, capable of dialoguing with local communities, readers and institutional stakeholders.

VISIBILITY ON TIER 1 WARHEADS AND QUALITATIVE VALUE OF COVERAGE

The presence on warheads of Tier 1 represents one of the most significant indicators of the effectiveness of the strategy adopted. Publications in first-tier media have not been episodic, but distributed throughout the collaboration, confirming a structured relationship with editorial offices and an ongoing recognition of Libraccio as a reliable and relevant source.

Generalist and authoritative newspapers such as Evening Courier, The Republic e The 24 Hour Sun have helped place Libraccio within a broader debate concerning access to culture, the evolution of cultural consumption and the role of bookstores in the economic and social fabric of the country. In this context, Libraccio emerges not simply as a sector operator, but as an entity legitimized to offer data, interpretations and points of view on issues of public interest.

In parallel, coverage in newspapers such as. Italy Today and in newspapers with a strong national circulation strengthened the economic-business dimension of the story, enhancing the group's performance, development strategies and industrial choices. This dual positioning, cultural and economic, is one of the distinctive elements of the work done.

THE ROLE OF SPOKESPEOPLE AND MEDIA LEGITIMACY

Tier 1 publications also reflect the targeted work of positioning spokespeople. The presence of CEO Edoardo Scioscia in leading media has helped consolidate Libraccio's image as a credible interlocutor on corporate, market and publishing chain issues. At the same time, issues signed or with contributions by Carlotta Sanzogni have strengthened the brand's narrative in lifestyle and news publications, allowing it to intercept younger audiences and maintain an accessible and contemporary tone.

This balance has made possible a layered narrative, capable of adapting to different editorial contexts without fragmenting the brand's identity. Ranging from print, to digital, to the social world, thus garnering the interest of web communities such as Milano da Scrocco, a Milanese reference point for younger audiences. 

CONSOLIDATE ITS ROLE IN THE PUBLIC DEBATE

Gaining visibility on Tier 1 titles, in the case of Libraccio, does not translate into a simple quantitative result, but into a clear positioning validation built over time. Publications in first-rate media have helped reinforce the perception of Libraccio as a solid, reliable and culturally relevant entity, able to move competently in both economic and social and cultural narratives.

PR and Media Relations activities thus supported not only the increase in brand awareness, but also the consolidation of a recognized role in the public debate, confirming Libraccio as a reference point for the world of books, circular economy and accessible culture in Italy.