Domani is a brand-new newspaper, that launched in Italy in September 2020, in the middle of the pandemic. With an aggressive goal to reach profitability in 3 years, the publisher made the decision to build an efficient digital-first workflow, leveraging the best technologies to reduce back-office work for the editorial team. Domani selected Atex as the one-stop-shop technology partner to build the workflow, both for print and digital: this choice proved to be successful, with the rapid growth of digital and print subscribers and a 70% target of 2021 subscriptions already achieved by the mid of Q2.

The market

The last 18 months have proved to be challenging for newspapers: pandemic restrictions accelerated the change in consumer reading habits, with a quick shift toward digital news. Advertising revenue declined in favour of what is now called a quintopoly: five tech companies now earn almost half of the total ad revenue in the entire world (source: Press Gazette). Newsrooms had to quickly change their workflow, kickstarting digital transformation processes and optimizing print production to increase efficiency.

The company

Domani has been founded by Carlo De Benedetti, former owner of the most popular daily newspaper in Italy. De Benedetti and the start-up team strongly believe in high-quality journalism supported by paying subscribers. Published both in print and digital form, Domani focuses mainly on investigative journalism and analysis. Its success is based on running a very lean newsroom that comprises a single team of 25 staff editors and reporters, one data journalist, three artists, one proofreader and a large team of 650 freelancers, including famous writers, intellectuals, scientists, economists, actors.

The challenge

Domani was founded to fulfil the need for a liberal newspaper with a strong identity. The goal was to provide high-quality journalism in a moment when the Italian audience was ready to pay for news. Starting from scratch, Domani was designed digital-first from the very beginning. This proved to be an opportunity but also a challenge: the newspaper is expected to sustain itself mainly with digital subscriptions, with a break-even goal in three years. In addition, the entire workflow needed to be managed by a single team, working both on digital and print. And finally, lockdown restrictions brought a completely new working environment, with the need to remotely manage the entire workflow from a browser window.

“We decided to have Atex as the one stop shop for all our technological needs, and we interact with the team in Atex without having to deal with many different partners” – Stefano Feltri, Editor in chief, Domani

The solution

Domani chose Atex as the one-stop shop for its technology infrastructure, adopting Desk – the multichannel publishing solution used by several newsrooms around the world, including JPI Media, Newsday, GEDI, Nürnberger Nachrichten, Irish Independent and many others. Desk allows management of all content and all contributors from one single solution across the entire organization and it’s fully integrated with Pelcro subscription management system.

Stories are born digital and created in Desk. Even external contributors are using the same system: this removes the harmful email flow in and out of the newsroom. The latest version of all content is always available in Desk, and editors are able to easily access it without the risk of editing the wrong version. In Desk, editors select the articles that will be free for everyone and those to be published behind the paywall.

Stories are then fit for print by the same editor. A print variant of the story is automatically created, and the content is placed in the best print design, selected from a gallery of available templates. The editorial workflow is entirely managed by a browser, allowing the team to work from anywhere.


A page from Domani, previewed in Desk, as part of the print workflow

A page from Domani, previewed in Desk, as part of the print workflow

The result

  • A team of 25 editors and reporters managing the entire workflow
  • Printed newspaper and digital subscription live in 3 months from the project start
  • 70% target of 2021 subscriptions already achieved by the mid of Q2.
  • 26% of readers aged between 18 and 26

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