• by Ray Schultz , July 13, 2023

Carlo Vittorini, who served as publisher of Parade magazine for two decades, died on June 25 at his summer home in Nantucket at age 94. The cause was congestive heart failure, according to The New York Times. 

The Parade supplement’s advertising revenues were $140 million when S.I. Newhouse Jr., the chairman of Advance Publications, hired Vittorini as publisher, president and chief executive of Parade in 1979, the Times adds.   

By 1994, Vittorini had brought that total to almost $450 million. At that time, a full-page ad cost $640,000, roughly the price paid for TV commercials.

Circulation also grew, from 21.5 million when Vittorini came in, to 37.5 million in 1998, the Times continues.  

Last year, Parade announced it would close its print supplement and revert entirely to digital.  

Vittorini had worked as a merchandising manager at The Saturday Evening Post, a sales representative at Look magazine, and later as publisher and president of Redbook.

In 1977, Vittorini became president of the Charter Company’s magazine group, then was hired to start a magazine division at the Toronto-based Harlequin Enterprises.