The topics of health and well-being had had a large diffusion on the media in
Italy during the last thirty years. At first, health subjects appeared as a specific magazine type, afterwards they invaded television and today they are more and more present on internet and new media. At the moment, the different media are adding and referring each other, supported by the high interest of the public, and also by the attention of others actors of the health system. The research presented here is dedicated to analyse the recent evolution of the health magazines distributed through newspaper kiosks. The study complete a series of researches on this field carried out in a decade. The main cultural orientations of the past (preventive, naturistic-olistic, fitness and beauthy) are confirmed, but many new
entries appeared in the last years introducing new formats and contents. The sector is divided between the support to health practices of the citizens, on one hand, and the commercial promotion for the comsumers, in particular in the field of wellness, on the other.