Media: Publishing brands

The fourth edition of “Freccia Rosa”, the campaign for the protection of women’s health, conceived by FS Italiane and IncontraDonna is here. From 1st to 17th of October (from Monday to Friday), on board two Frecciarossa trains on the Rome-Milan line, specialist doctors will offer free advice and, on request, breast examinations.

Over the same period, volunteers from the Incontra Donna charity association, will be on some Frecciarossa and Frecciargento trains and in the FrecciaClub facilities at Rome’s Termini Station and at the Central Station in Milan to distribute a free health guide. The issues covered include all those that have a major impact on health: the prevention of breast and colon cancer, HPV vaccination for both men and women, a healthy diet and physical exercise.

And for the first time this year the Frecciarosa will also reach the south of Italy, with stops at Bari, Reggio Calabria and in Sicily.

Plus, from 24th October, the FrecciaRosa will be on board the ExpoExpress, the exhibition train of Expo Milano 2015, the Mondadori Group and Trenitalia that is promoting the values of the Universal Exposition and will take part in meetings focused on prevention organised by IncontraDonna together with Donna Moderna. The dates in this case are 1st October at the Piazza Principe Station in Genoa, 11th October in Trieste, 17th October at the Termini Station in Rome and 24th October at Turin’s Porta Nuova Station.

The new totally redesigned Panorama.it is now online, with more space for content, new advertising formats and even greater attention mobile access.

Panorama.it now has cleaner graphics and a simple layout, which is dominated by the white background.

Thanks to the space between the elements, text and, in particular, images emerge with emotional strength. The latter is one of the keys of the Panorama.it strategy, an ability to tell stories with a strong graphic and emotional impact.

The 12 subject areas in which the content of Panorama.it is divided, are marked by a simple and direct language, a strongly service-oriented approach, which makes it easier to present complex issues with a narrative freshness that never loses sight of the importance of keeping users informed on a daily basis: Italian and foreign politics, the economy, health and technology, for example, are told through navigation paths that reveal themselves with a simple click of a mouse or by sliding a finger on the screen.

The division into subject areas is immediate and evident immediately on the the new home page where users can quickly locate articles and images to suit their own interest and preferences. In addition, each article is structured as a small home page in order to be read “independently” and considered as a separate gateway to the site. This choice was made to reflect the latest user trends, given that users often come to the pages of the site primarily directly from search engines and social networks.

“Our goal was to design a site that is immediate and intuitive,” said Roberto Sicardi, head of Mondadori Digital Properties. “That’s why the imperative was “responsive first”: to offer users a product accessible on all devices – desktops, smartphones, and tablets – with an optimal browsing experience, regardless of screen size and content type, able to enable to make use of all the touch functions,” Sicardi concluded.

Advertising opportunities are among the most significant innovations of Panorama.it, which opens to native advertising and branded content as a way of increasing the visibility of its advertisers. An approach that will allow advertisers to count, in an increasingly integrated way, on the Panorama “system”: the magazine, website and events.

The partners become contributors to the site, with the ability to integrate content and stories editorial in the editorial stream. Brand contributions, appropriately contextualised and characterised by ad hoc graphics and editorial disclaimer, will appear alongside other content without interrupting the flow. The opening to native advertising is also reflected in a channel that hosts the voice of the partners, providing them with a high level of endorsement.

“This is a necessary direction and an important evolution, said Davide Mondo, chief executive of Mediamond Digital, “in that it structures what Mediamond has always done, namely, the creation, in purely publishing contexts advertising space that is also real content for the readers/users. It is an opportunity that many brands will seize on, relying not only on the reputation of the magazine, and the specific expertise of the publisher, which is precisely that of telling stories.”

INTERNI, the Mondadori interiors and contemporary design monthly, edited by Gilda Bojardi, continues the celebrations for its 60th anniversary during the “London Design Festival”. In fact, from 12 to 19 September, the magazine has organised “Interni60 – Innovative Landscape Talks”, a cycle of encounters in the English capital linked to the culture of building design and new scenarios in furniture design.

The events will take place in some of London’s most important Made in Italy showrooms which for the occasion will become the stage for unique debates conceived to promote the culture of design. “Interni60 – Innovative Landscape Talks” is an stimulating opportunity for confrontation and exchange for both companies and professionals, as well as invited audiences who can participate in discussion with some of the world’s most interesting architecture and design studios.

The initiative will begin on Friday 12 September, at 6 pm with Zaha Hadid Architects and a discussion of the new challenges facing architecture (and held at Artemide, 106 Great Russell Street). This will be followed, on Monday 15 September with Sybarite and an analysis of retail design and Made in Italy prototyping (at Natuzzi, 80-81 Tottenham Court Road, Marylebone); on Tuesday 16 September with Gensler who will entertain the audience with new scenarios in living (at Molteni&C Dada, 19.30 Alfred Place – Whittington House), while on Wednesday 17 September SOM Skidmore Owings and Merrill will take a close look at the issue of the design of new timeless buildings in Europe (at Moroso, 7-15 Rosebery Avenue). Finally, on Friday 19 September, Lifschutz Davidson Sandilands will explain how to design a dining experience (at Boffi, – 254 Brompton Road). And a maverick voice from the world of architecture, on Thursday 18 September, the designer and artist Martino Gamper will present new possibilities and concepts in the use of wood, in the context of “Wood Mood di Valcucine” (43-149 Great Portland Street).

A cocktail, based on typical Italian products, will be offered at the end of each event. For information and a complete calendar of the events, please go to www.internimagazine.it.

“Interni60 – Innovative Landscape Talks” has ben made possible thanks to the collaboration of: Aceto Balsamico Due Vittorie, Allegrini, Ferrarelle, Galvanina Organic Fruit Drinks, Grissin Bon, Levoni, Noberasco 1908, Parmareggio, Peroni Nastro Azzurro, Saclà and I Love Italian Food.

From 30 August to 12 December 2014, Donna Moderna, Grazia, TuStyle, Starbene and Sale&Pepe will take on board the ExpoExpress – an exhibition-train that will travel the length and breadth of the country to offer a preview of the many aspects of Expo Milano 2015 – a vast range of free meetings about fashion and cooking, nutrition and wellbeing, castings for protagonists of photo shoots, show cooking with big-name chefs and a women wall with the testimony of the public.

The train will visit twelve Italian cities and each stop will feature a rich variety of free events promoted by the Mondadori titles that, with their unique editorial assets and know-how in terms of content and the value of the brands involved.

On the Live Expo carriage it will possible to take part in Donna Moderna castings to become the protagonist of one of the magazine’s fashion services and receive beauty tips from BioNike image consultants. For mums and dads there will be “Family Railway” where nutritionists, educators and paediatricians will be available to advice on recipes and suggestions for child rearing. Donna Moderna will also bring to ExpoExpress a mobile journalism project called “Possible Dreams” – Italy’s first web series done exclusively on smartphones – which brings together the stories of Italians who have realised their ideas thanks to a new way of building networks and business. At each stop one of the protagonists will face the public, ready to offer opinions and suggestions. “Possible Dreams” will also be open to share desires and aspirations and those who climb on board the train will find an ad hoc workstation where they can contribute their dream. The best videos will then be posted on Sognipossibili.donnamoderna.com.

Grazia will engage the public in a series of encounters with special guests, including authors, entrepreneurs and the Ambassadors of Expo Milano 2015 and WE-Women For Expo – the project developed by the Universal Exposition in cooperation with the Italian Ministry of Foreign Affairs and the Fondazione Arnoldo e Alberto Mondadori – who, in interviews conducted by Chiara Lorenzutti, the R101 presenter (the radio partner of the initiative), will give their views on the values of Expo Milano 2015. The issues linked to WE-Women for Expo will also be dealt with by the other women’s titles involved in the initiative. In addition, Grazia, through film clips made by Anna Marconi, foodblogger of Taste of Runaway, will show how it is possible to transform fashion into fantastic recipes and to personally try out brand new combinations in order to mix style and cooking.

TuStyle will invite readers to share their experiences about work, the future , families and friendship with the “What women share” initiative. All of the contributions received will be uploaded, along with a photo of the contributors, to a digital wall on board the train. The gallery with all of the contributions will also be posted on TuStyle.it and be sharable on social networks with the hashtag #WhatWomenShare.

Starbene, in line with the theme of Expo Milano 2015 “Feeding the Planet, energy for Life”, will organise events on the Live carriage dedicated to nutrition, in the sense of dietary life style and prevention. Plus, thanks to the participation of the magazine’s experts and specialists, including Giorgio Donegani, Carla Lertola, Filippo Ongaro and Attilio Speciani, visitors can find out how to choose tasty food that that is healthy and of good quality and also take part in the Food carriage in the preparation of light and healthy recipes to improve their style of life.

On the Food Expo carriage cooking will become entertainment thanks to a series of free Sale&Pepe events: an exciting and sensory journey for adults and children, led by outstanding interpreters of Italian gastronomy, though the flavours and recipes from around the country and the specialities of the countries of Expo Milano 2015. The carriage, fitted with Bosch kitchen equipment, will host a number of show cooking demonstrations with great chefs and food experts who will reveal the secrets of their dishes and present their books to the public. Included among these events at the various stops, taking part in the “La cucina d’autore di Sale&Pepe” will be Cristina Bowerman, Christian Milone, Paolo Marchi, Antonino Cannavacciuolo, Gianluca Biscalchin, Don Pasta, Gnam Box and Italian Burger. And among the activities organised by the magazine’s cookery school, at each stop, there will also be “cooking for wellbeing” show cooking events, complete with advice from nutritionists, dieticians and Starbene experts.

A CROSS-MEDIA PROJECT
ExpoExpress is a project that will reach a broad range of the public, not only readers, but also users and enthusiasts, with a high level of engagement on social media and the sites of the titles involved.

Donnamoderna.com has created the www.expo-express.info site to bring together all of the information and updates about the activities of all of the Mondadori magazines during ExpoExpress. In addition, each stop on the tour will be covered live by two bloggers and can also be followed on Twitter and Instagram with the hashtag #expoexpress. A complete interactive calendar of ExpoExpress is available on www.expo-express.info which, thanks to a special widget, will make it possible to save the events in your diary and share them on social media.

A competition has also been launched on Donnamoderna.com entitled #unaricettaperlavita which will make it possible to collect photos, video clips and social contributions that will become part of the lager collection of experiences and female habits put online by WE-Women for Expo. The aim of the project is to build a large archive of experiences, ideas and ingredients for life: a digital treasure trove of recipes gathered and shared in ten categories, from cooking with leftovers to conviviality, from travel memories to regional and traditional flavours. And thanks to the contribution of Donnamoderna.com a maxi multimedia platform will be created to conserve the collective memory on cultures and traditions, relationships, opportunities and creativity to be shared on all of the social networks and which will find its natural expression during the six months of the Expo. The project will be presented on the Live carriage of the train.

ExpoExpress, which is promoted by Donna Moderna, Grazia, Tu Style, Starbene and Sale&Pepe, has bean realised in collaboration with Bosch appliances and with the support of BioNike.

Supporting partner of the initiative is Lega del Filo d’Oro, the association that gathers funds to support the deaf and blind and those suffering from sensory disabilities.

The renewal continues, R101 – The Music!, radio station of the Mondadori Group which, since 25 March, has been on the air with a completely refurbished editorial line and programmes with the energy of music at their heart. With lots of new features, including a new logo and the arrival of R101 on TV on digital terrestrial channel 66.

The new schedule of R101 – The Music! is on the air and accompanies listeners throughout the day, seven days a week, offering great music along with the company of new presenters and the station’s historic voices.

There are many confirmations, starting from the irreverent daily morning show La Carica di 101 with Paolo Dini, Lester and Cristiano Militello (from 7 am), to the established appointment with Marco Balestri and the stories R101 listeners as told to Molto Personale (which starts at 10 pm), as well as Notte 101 with the very best Italian and international music without interruption.

From Monday to Friday, Federica De Boni will wish all listeners a good morning from 6 am. And following La Carica di 101 will be the slot for the morning’s new entry: from 10 am, the return of the explosive due first introduced during the summer Davide Lentini and Lucilla Agosti, who will accompany listeners for three hours before handing over to a new pairing, Roberto Mare and Marina Minetti.

The late afternoon on R101 is in the hands of Francesco Allegretti and Francesca Bacinotti from 4 pm to 7 pm, when Alberto Davoli and Chiara Lorenzutti will begin to get things moving on the drive time show of R101- The Music!.

But there are also lots of new features for the weekend, starting from the duo Isabella Eleodori and Luca Lazzari on the air from 9 am, followed by Ilaria Cappelluti and Alessandro Sansone (from 12 to 3 pm).

A historic voice of Italian radio Federico L’Olandese Volante will double his show with the highly popular The Music Chart, which returns on Saturdays and Sundays at 3 pm. And the weekend on R101 ends with the voices of Chiara Tortorella and Stefano Mastrolitti, on the air from 5 to 8 pm.

R101 can also be heard in live streaming at www.R101.it and on smartphones with the app that makes it possible to listen to all of the programmes and excitement on the frequencies of R101. Listeners can find the radio also on Facebook, Twitter, Google+ and Instagram.

SCHEDULE

FROM MONDAY TO FRIDAY

Federica De Boni
From 6 to 7 am

La Carica di 101
From 7 to 10 am
Irreverence and comedy from Paolo Dini, Lester and Cristiano Militello
commenting on the facts of the day

Davide Lentini and Lucilla Agosti
from 10 am to 1 pm

Roberto Mare and Marina Minetti
From 1 to 4 pm

Francesco Allegretti and Francesca Bacinotti
From 4 to 7 pm

Alberto Davoli and Chiara Lorenzutti
From 7 to 10 pm

Molto Personale
From 10 pm to midnight
Marco Balestri discusses the private sphere of listeners’ lives

Notte 101
From midnight to 6 am until Thursday 00.00
From midnight to 7 am on Fridays

SATURDAY AND SUNDAY

La Carica di 101 with Paolo Dini, Lester and Cristiano Militello
From 7 to 9 am

Isabella Eleodori and Luca Lazzari
From 9 am to midday

Ilaria Cappelluti and Alessandro Sansone
From midday to 3 pm

The Music Chart
From 3 to 5 pm
The historic voice of Federico L’Olandese Volante
for the list f the most played records on R101 and the latest releases

Chiara Tortorella and Stefano Mastrolitti
From 5 to 8 pm

Notte 101
On Saturdays, from midnight to 7 am
On Sundays, from midnight to 6 am

Now online, Giorni Moderni the blogazine from Donna Moderna, that completes the editorial offer of the weekly magazine and its website Donnamoderna.com.

Giorni Moderni aims to give a prompt account of news stories (with 6/8 daily updates), in an innovative way: not just news for its own sake, but giving an emphasis to the people and stories behind the facts, opinions and debates that the news unleashes.

Giorni Moderni tells stories in order to collect the stories of its readers; expresses opinions to hear the opinions of its users and to open up an exchange with them.

“We have called it a blogazine because it brings together the immediacy and the background detail of an online magazine with the emotion and engagement of a blog”, declared the editor of Donna Moderna, Annalisa Monfreda. “Giorni Moderni is a space entirely managed by the editorial staff of Donna Moderna where, as media professionals, we get involved as individuals. The aim of Giorni Moderni is to build with users a daily and choral account which we can even dip into for the production of the print product,” Monfreda concluded.

Donna Moderna is Italy’s biggest selling and most widely read women’s magazine and is the favourite of the most lively, curious and modern women. Every week Donna Moderna provides advice and new and original information thanks to an editorial formula based on service, variety and the completeness of the issues and journalistic quality. And all in a new look that combines the authoritativeness of an historic brand with a typical female sense of self-irony. Always attentive to women’s and social issues, Donna Moderna support numerous projects and initiatives in favour of women.

The web site Donnamoderna.com, is the leading Italian site for women with over 4.4 million unique users and more than 68 million page views (source: Audiweb View April 2014 ). Thanks to more than 384,000 fans on Facebook and 218,000 followers on Twitter, Donnamoderna.com is also a leader on social networks.