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ZAIA

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During the second half of the 20th century, financial entities conquered new clients: women. This research highlights a strategy used by a private bank to reach a new market segment with an unprecedented communication tool in the financial sector: the women’s magazine. The magazine DIANA (1969–1978), holds the key to the first financial disclosure strategy with a gender perspective launched in Spain. The analysis method consisted of systematizing 551 elements of the magazine (articles, advertisements, and front and back covers) to refine a selection of 81 items for study. DIANA was a magazine with advertisements and financial articles tailored for women and written in a new advertising language combining the features of women’s magazines with strong pedagogy. The magazine provided a great benefit through its action, guided by an economic objective: female financial literacy.

DIANA (1969-1978): the first women’s finance magazine in Spain