Media brands

Tomorrow readers will discover from the newsstands the new Chi, a radically new product, not only in terms of content and look, but also in terms of style and the tone of voice that characterises the pages of the weekly.
The first and most marked distinctive element of the new magazine will come form the exclusive interviews with leading Italian and international stars conducted by the editor Alfonso Signorini.

“The new Chi,” explained Signorini, “is even more current, featuring the people beyond their celebrity and public profile and with a focus on trends and the evolution of our society and its personalities. And with an objective: that of giving the reader something to think about and to discuss. In short, a magazine to read and not just to flick through,” concluded Signorini.

Chi will have more background and a new point of view on stories about famous personalities through which it will also comment on current affairs.
Changes and innovations that will reinforce the weekly’s mission which has always been to inform and entertain the reader thanks to an authentic connection with the world of celebrities: a formula that has enabled Chi to become the top selling and most widely read women’s “people” magazine in Italy.

Among other new features will be the greater space devoted to fashion and beauty which has been completely reconfigured. In addition there will be new service-based columns on cooking, interiors and travel, completing the weekly’s offer with topics of interest to its mainly female audience.
Even the layout and use of images will be new, with more use of high-quality photographic services, produced exclusively for the magazine, also during important show business events.

The advertising market is reacting very positively to the new Chi, appreciating the new more newsy and international formula: sales for the first issues after the relaunch have already reached the extraordinary levels of the summer months. In 2011 Chi was chosen by over 500 clients, for a total of around 3,500 pages and the objective of Angelo Sajeva, chairman and chief executive of Mondadori Pubblicità, is to increase these figures even more, above all with clients from the fashion and cosmetics sectors, that currently account for 60% of the title’ advertising sales.

The launch of the new Chi will be supported by an important communication campaign, planned on TV, newspapers, women’s magazines, POS and the internet, accompanied by a special promotional cut price offer. The creativity for the campaign is by A&B.

Flair, the Mondadori women’s title first launched in 2003, will appear after the summer in a completely new guise with a new editorial team and a more international feel.

The new Flair will feature a surprising editorial mix highlighting all of the most fascinating aspects and impact of style, with a special focus on made in Italy creativity in international fashion. Flair will be a magazine with a highly contemporary vocation that anticipates trends, pays particular attention to image and is able to identify new talents and make connections between the cultural phenomena that revolve around the world of women’s fashion and cosmetics with the support of world famous writers and photographers.
Flair will therefore take up the female side of the upscale offer of Panorama, the newsmagazine edited by Giorgio Mulè, alongside Panorama Icon, the title male lifestyle supplement, successfully launched in the spring of 2011.

Flair will be edited by Emanuele Farneti, who will also continue to edit Panorama Icon. The editorial team will benefit from the addition of prestigious new members, starting with the fashion editor Fashion director, Sissy Vian, who comes with extensive experience in some of the fashion world’s most prestigious titles, including Harper’s Bazaar USA and UK, Vogue Italy, Vogue Spain and Vogue Japan, for which she is currently senior fashion editor.
The new creative director will be Susanna Cucco, who having participated in such editorial initiatives as L’Officiel Hommes, L’Officiel Hommes Italy, FFM, Fantom and Boiler, in recent years has been successfully engaged in fashion projects, luxury branding, advertising campaigns, as well as books and art exhibitions, working with some of the world’s leading photographers.
Flair will benefit from expanded distribution to the qualified target of Panorama, the Mondadori newsmagazine that offers to both readers and the market, in the year of its 50th anniversary, an increasingly rich and varied communication system which now includes the women’s up-market sector.
The launch of the new Flair is scheduled for after the summer (with three issues in 2012).

Mondadori has launched a competition for the development of an advertising campaign for the new Panorama, that will also appear on the market after the summer with a number of other new features.
Heads, Hi!, Ogilvy and Mather Advertising and Saatchi & Saatchi are the agencies that will be bidding for the contract. All of these internationally renowned agencies will attempt to develop a communication platform which in the mind of Mondadori need to have a strong, recognisable and distinctive impact, able to transmit to the target the huge transformation of the newsmagazine edited by Giorgio Mulè for which Mondadori expects to support with a 360° multimedia communication campaign, across a range of media, from TV to the web, print and social media.
The selection of the winning creative solution will be made around the middle of April.

CasaFacile celebrates its fifteenth year and from Thursday 8 March it will be on the newsstands with a completely new look.
CasaFacile has always offered its readers ideas, practical and easy to copy suggestions, as well as designs and furnishing solutions linked to the acquisition of and living in a home on a day to day basis. And it is a mission that has been rewarded by the readers, as is demonstrated by the +15% recorded by the latest Audipress survey (2011/III). Also in terms of advertising, in 2011 the number of ad clients grew by around 6% compared with the previous year, reaching 204 for a total of 830 advertising pages.

“The new CasaFacile has been conceived to bring it even closer to the needs of the readers,” declared the editor Giusi Silighini. “And we have worked very closely with them, finding out what would improve and make it even “easier”. Also because beauty is now within the reach of everyone, what is more difficult is to render it usable. This is why we have made special efforts to decode the work of stylists, entering homes with a magnifying glass in order to help to create a really personal style,” Giusi Silighini concluded.
At the heart of the magazine is the section Casa Prima&dopo (before & after), by a wide margin the readers’ favourite, from this month with bigger, all-colour images, technical details and backstage photos.
Among the new features is Décor, a section entirely dedicated to the world of decoration and creative do-it-yourself, recovery and transformation, with suggestions from experts on the web that every month will reply to questions from readers about design and interiors. Finally the section Link brings together the most interesting comments and ideas from our community of readers (social networks, blog family tester, events with the editorial staff).

The monthly, that has been very active on Facebook from the beginning, talks to and interacts with almost 30,000 fans who from this issue will contribute even more in choosing the content of certain sections of the magazine.

In support of the re-launch of CasaFacile a communication plan has been drawn up across various media: print (Mondadori magazines), web sites and PoS. On the ground a guerrilla marketing campaign has been organised in the centres of Rome and Milan. In the latter, the windows of the Camomilla Store in Corso Europa and Moroni Gomma in Corso Matteotti will be “dressed” for two weeks with CasaFacile creativity.

In addition a mini-site has been activated www.casidifficilicasafacile.com to play and participate in the CasaFacile online competition with prizes that range from cult design objects to subscriptions to the magazine.

The new CasaFacile will be available from newsstands from Thursday 8 March with a cover price of €1.90.

From the issue that will appear on newsstands next week, Alfonso Signorini will be the editorial director of Tv Sorrisi e Canzoni, while continuing to maintain his role as the editor of the weekly Chi.

Aldo Vitali, currently the executive co-editor of Tv Sorrisi e Canzoni, will become the new editor of the magazine and Rosanna Mani will remain as the title’s co-editor.

Aldo Vitali, who was born in Milan in 1957, has a degree from the University of Florence. After some initial professional experience, in 1986 he joined the entertainment staff of il Giornale, before moving in 1994 to La Voce and in 1996 to Walt Disney Italia where he was deputy editor of Topolino. In 1999 Vitali was appointed deputy editor of Max and in August 2000 co-editor of GQ Italia.

In 2003 Vitali joined the staff of Tv Sorrisi e Canzoni where he held a series roles of increasing responsibility, becoming executive co-editor in 2008.

First launched in 1952, Tv Sorrisi e Canzoni once again this year confirmed its position as Italy’s most popular weekly with a readership of some 4,398,000, an increase of 3% on the previous official survey (Audipress 2011/III).

Today sees the start of Milano Fashion Design, the initiative promoted by the Mondadori Group, with its titles Donna Moderna, Grazia, Tu Style, the web sites Donnamoderna.com and Grazia.it, and the City of Milan, which this year will take part in the programme with cultural initiatives and events.
Milano Fashion Design will offer the city, until 26 February, and coinciding with the Fashion Week, five days of shows, meetings and performances at the special Fashion House designed by Michele De Lucchi, in Piazza Liberty.

Fashion Show
The programme of Milano Fashion Design will be rich in appointments dedicated to fashion. Until Saturday 25 February, from 3pm to 7.30pm, at the Fashion House in Piazza Liberty, there will be a series of fashion shows organised by Grazia with the participation of personalities from the world of entertainment. Among the performances scheduled today Fornarina, Luna and Luciano Soprani, in addition to a special event by Asus introducing its latest technology. In the coming days it will be the turn of Yes-Zee, Swisses, Cromia, Mangano, Nell & Me, Giorgia & Johns, Kocca, Mazzonetto, Geox, Sisley and Peserico, while Milano-Fiera Macef will promote its exhibition activity with a fashion performance.
Also this year Sunday will be dedicated to children with catwalks between 2.30pm and 4.30pm, presenting clothes by the most prestigious companies in the sector, including Eddy Pen, iDo and Il Gufo.
Grazia.it and the bloggers of the new Grazia IT Blogs network will be on the move around the city to capture and photograph the latest trends in fashion and beauty. Headquartes of the GRazia.it editorial staff will be the Grazia.it POP Up located in largo La Foppa

“Special events”
The extensive programme of activities of Milano Fashion Design begins today with the first of a series of special events on the theme of Donne in scena (Women on Stage), organised by the City of Milan in collaboration with Tu Style.
Until Friday 24 February, from 12.30pm to 1.30pm, at the Fashion House, important protagonists from many of the shows running in Milan’s theatres will provide previews of their work, as part of the cultural encounters initiative presented by the city’s director of entertainment, fashion and design, Antonio Calbi.
Introduced by the city’s councillor for the arts Stefano Boeri, the programme will begin with Valeria Magli and Lina Sotis presenting Soirée Sotis, which will run from 24 to 26 February at the Teatro Elfo Puccini. Tomorrow, Thursday 23 February, Elisabetta Pozzi, Eva Robin’s and Alvia Reale will preview the stage play “Tutto sua mia madre” (Teatro Elfo Puccini, 21 February – 4 March).
On Friday 24 February Maddalena Crippa will talk about “E pensare che c’era il pensiero” (Tieffe Teatro Menotti, 21 February – 4 March), while from 7.30pm, Tu Style will bring to the Fashion House stage the veejay Alessandro Cattelan who will present his book “Quando vieni a prendermi?” (Mondadori).
In addition, for the whole of the event, the stage of Milano Fashion Design in the evenings will be animated by the most famous international companies of street artists taking part in the Milano Clown Festival and, on Saturday 25 February, the Unione Italiana Sport per Tutti will stage a dance show.

Casting and Fashion coach
From tomorrow until Saturday 25 February, from 10am to 12.30 p.m., Donna Moderna will run a series of castings to select the protagonists of the magazine’s fashion and beauty coverage, and above all the women who, on Sunday 26 February will walk an “all-Italian” catwalk at the Fashion House: 20 ‘real women will take part in the show, one from every region of the country, wearing the creations of famous designers. The magazine has also decided to launch, precisely during the most glamorous week for fashion, a new challenge: to sign the Manifesto delle donne vere (Manifesto for Real Women) including their own definition of beauty and truth on the mini-site www.donnevere.donnamoderna.com, on Twitter at hashtag #donnevere, on Facebook or by writing down and placing their description in a box on the Fashion House stage.
At the same time the fashion coach of Donnamoderna.com will change, with just a few moves, the style of all those who want to “learn” something more about fashion. Every day the woman who has most revolutionised her image, thanks to the advice of the personal stylist, will receive as a gift a total look at one of the stores in the city centre.

The partners
Milano Fashion Design has been organised thanks to the support of Regione Calabria – main partner – that tomorrow, Thursday 23 February, at 2.30pm, will present its achievements in the field of fashion and crafts, that will also be on show every day at 2pm during the event.
Renault – main sponsor – will present the new Twingo, also offering visitors the possibility of a test-drive in Via Hoepli.
Event sponsors: Ferrovie dello Stato, Milano-Fiera Macef, Glaming, L’Oréal Paris, also with the “Nail Bar” by Color Riche, L’Oréal Professionnel, Cadey with Staminaline, Asus and Alcatel.
Milano Fashion Design is an event produced by DPR Eventi.

The complete programme for Milano Fashion Design can also be found on the web site www.milanofashiondesign.it.
You can also follow Milano Fashion Design on Facebook.

Donnamoderna.com, having successfully launched the Low Coach blog dedicated to low cost shopping, on the occasion of “Milano Fashion Design” has decided to get even closer to its users by bringing the advice of its personal stylist to the heart of the city, in Piazza Liberty.

During Milan’s most glamorous days, from 23 to 25 February, from 10am to 12.30pm, the “Milano Fashion Design” stage will become the control centre of the editorial staff of Donnamoderna.com and its young web stylist editors who will make available to all those who would like to learn something more about fashion the fashion coach, Valentina Fradegrada, who in just a few moves will change their style.
The woman who has revolutionised her look the most thanks to the advice of the personal stylist will receive exclusively a total look from one of the stores in the city centre.

Donnamoderna.com, in collaboration with Igers Milano, has also created a photo game on Instagram. Using an iPhone or iPad everyone can upload their photos on the theme fashion shoes using the tag #shoeMi – sandals, stilettos, wedges, moccasins, ballerine, boots, sneakers – and sharing the images on a virtual gallery visible in a special section of the Donna Moderna web site.
On Saturday 25 February, at 10am, the best photographs will receive prize gifts during an “Instameetup” organised by Donnamoderna.com at the Fashion House in Piazza Liberty.

The site will also of course include live fashion shows, this year even more up to date thanks to an innovative content curation format that makes it possible to aggregate content and authoritative comment from Donnamoderna.com correspondents and contributors, presented in the form of a continuous flow of videos, text and images. Finally, there will also be the possibility to become a virtual model with the game “Tu in passerella” (You on the Catwalk): choosing a dress and uploading your photo you can have the impression of participating in a fashion show on Milan’s coolest catwalk. The photos can also be voted and share on social networks.

Donnamoderna.com, as well as being very active on Facebook, Twitter and Youtube, is among the first Italian media player to join Pinterest, the social network of the moment, with a range of fashion and beauty news.

Panorama Icon, the male fashion and lifestyle magazine produced by Panorama, got an important award less than a year from its launch. The magazine has been voted “Best in category” in the series “Graphics” of the Annual Design Review 2011 of I.D. Magazine, the American magazine that every year since 1954 brings together the best design projects in a range of industrial sectors, from graphics to furniture and environmental solutions.

The design and layout of Panorama Icon, produced by Leftloft, was selected by the jury for “A very contemporary design with fresh typographic flair” as well as “wonderfully inventive page composition” and “outstanding art direction of photography”.
Over the years the I.D. Annual Design Review has tracked the evolution of design and highlighted its impact on materials and the visual culture. Each edition is overseen by a jury of prestigious professionals who select the best projects in an ongoing survey of the state of the art of and advances in international design.

Panorama Icon, which is edited by Emanuele Farneti and on newsstands with the latest issue on Thursday 1 March, is aimed at readers interested in new lifestyles, trends, travel, shopping and discovering the secrets of the excellence of made in Italy. The title’s great point of strength is the quality of the images, with extensive fashion coverage as well as reportage and portraits by leading Italian and international photographers.

As part of the Milano Fashion Design initiative, from 22 to 27 February, the editorial staff of Grazia.it will move to the centre of the action during the Milan Fashion Week with.it Pop Up, located in largo La Foppa. Also on this occasion the structure, that will be the temporary base for the editorial staff of Grazia.it, will be the reference point for the IT FAMILY of bloggers, friends and contributors who want to get up close to the trendiest event of the year and for those who want to know more about the IT BLOGS project. This new network of young and enthusiastic bloggers (grazia.it/itblogs) provides a space to find out more about the latest fashion and beauty trends and to identify the latest lifestyle (cooking, design, art) through the posts of some of the stars of the Italian blogosphere:

Beauty and the city – Sonia and Valentina Grispo (Beauty)
Blue is in fashion this year – Erica Baldi (Fashion)
Fashion Hall – Elena Schiavon (Fashion)
In the mood for love – BaiLing (Fashion)
Il cavoletto di Bruxelles – Sigrid (Food)
L’armadio del delitto – Cécile (Fashion)
Little snob thing – Alessandra Airò (Fashion)
Look and the city – Valentina Grispo (Fashion)
Rock & Fiocc – Giulia Torelli (Fashion)
The glam side of the life – Loretta Fossati (Beauty)
The old now – Laura Renieri (Fashion)
Trend and the city – Sonia Grispo (Fashion)

Grazia.it Pop Up is also the focal point for a series of activities organised exclusively for the bloggers of IT BLOGS: and three thematic meetings and workshops have been organised that will take place during the Fashion Week that will also involve the Fashion House in Piazzetta Liberty, White in Via Tortona, the fuori sfilate (fringe fashion shows) and all of the coolest locations of the social event par excellence.

For bloggers the workshops will provide an opportunity to meet their peers and develop contacts through an exchange of skills and ideas: Tamu McPherson, head of Grazia.it, will outline some of the tricks of the trade of streetstyler and guide bloggers outside the fashion shows to capture the most exciting moments and colours of the Fashion Week, while the beauty bloggers will demonstrate the techniques for writing a detailed report on the secrets of the perfect make-up. And finally, a chef will stimulate the taste buds of the IT FAMILY with a live demonstration for all present of some of the secrets of haute cuisine.

A week full of appointments for the bloggers of IT BLOG and all those who want to discover how the editorial staff of Grazia.it works during the Fashion Week.

Sale&Pepe, the monthly edited by Laura Maragliano, is celebrating its 25th anniversary and for the occasion a special anniversary issue will be available at newsstands from Tuesday 21 February. Leader among upscale cookery titles – with over 924,000 readers (+4.6%, Audipress 2011/III) – Sale&Pepe is a point of reference for all women who love cooking and are looking for exclusive and refined menu ideas.

“I am proud to celebrate with this special issue the 25th anniversary of Sale&Pepe, a magazine that has been able to combine easy recipes with imagination and high quality images,” stated Laura Maragliano. “To celebrate the progress made from the first issue to today, we took a look at the features from the early days to reinterpret the recipes of the past with a contemporary twist and to show our readers what we do. It seems appropriate that our readers can see who is behind the magazine and who works to make sure that every month is special,” concluded the editor.

An issue that takes another look at some of the features, recipes and places that have made the history of Sale&Pepe from 1987 to today: 25 years of ideas, advice, smells and tastes.

To celebrate this important anniversary there are also a range of new features online: from 21 February a Facebook page dedicated to the anniversary; an iPhone and iPad app with 7,000 recipes, also with video, to share with your friends and the possibility to create your own shopping list; a section with the 25 most original covers; a special dedicated to cakes, complete with background and news on the Sale&Pepe web page.

Completing the offer of the Sale&Pepe system are the cookery courses of the “Cook&Books Academy” in Milan: on the third floor of the Mondadori Multicenter Duomo, loads of occasions for adults and children to try out their talent in the kitchen (www.corso-di-cucina.it ).
Sale&Pepe has also created Sale&Pepe Kids, the first magazine for parents and little chefs. Following the success of the first issue, another will be on newsstands shortly for kids who want to unleash their imagination creating new recipes and for adults who want to have fun while preparing simple dishes with their children.

New recognition by readers of the titles produced by the Mondadori Group, Italy’s leading magazine publisher.

Figures published by Audipress (2011/III) show continued growth in readership for the Group’s weeklies and monthlies and that 82% of the readers of magazines in the country read Mondadori titles.

LEADERSHIP
In particular, according to the survey, every week Italians choose the magazines Tv Sorrisi e Canzoniand Chi: with a readership of 4,398,000 people, an increase of 3% on the previous survey (Audipress 2011/II), Tv Sorrisi e Canzoni confirms its position as Italy’s most widely read weekly; followed byChi, which is in the number one position among women’s entertainment weeklies, with a continuously rising readership (3,614,000 readers, +4.6% compared with Audipress 2011/II).

There were big numbers also for Donna Moderna, which once again is shown to be the most popular women’s weekly (2,710,000 readers, +3.6% compared with Audipress 2011/II).

With a monthly readership of 6,441,000 (+4%), Focus remains Italy’s most widely read magazine.

Moreover, according to the Audipress figures, an increasing number of Italians read Mondadori’s cooking titles, with the company holding 73% share in this market segment. Among the monthlies,Cucina Moderna, is the most widely read (+14% compared with Audipress 2011/II).

Meanwhile Starbene confirmed its absolute leadership (1,532,000 readers), also recording the best performance in the wellness segment (+7.5% compared with Audipress 2011/II).

BEST PERFORMANCE
There was great satisfaction at Mondadori also for the best performances recorded by other titles in the portfolio in the cooking and interiors.

Cucina no Problem recorded the best growth (+17%) in the cooking segment, in which alsoSale&Pepe stands out (+4,6%), appreciated by readers following the recent renewal.

In the consumer interiors segment, in which Mondadori has a 57% share, there was a brilliant result by CasaFacile (+15%), followed by the monthly Casaviva with an increase of +7.4% to reach a readership of 967,000, and recording strong growth particularly among women.

In addition, there was also significant growth by Confidenze (+23.3%), Economy (+20%), Ciak(+13.5%), Guida TV (+11.6%), Men’s Health (+10.1%), Pc Professionale (+8%), which was also the only IT title to be included by Audipress in the segment, and Panoramauto (+8%).