Media: Publishing brands

From this month Casaviva, the Mondadori monthly dedicated to interior design, is also present in India. The first Italian interior design magazine published in the country, Casaviva India is the result of a licensing agreement with Media Transasia Ltd, one of India’s leading magazine publishers with branches throughout Asia and an extremely diversified product portfolio including both magazines and coffee table books.

In line with Mondadori’s strategy to promote made in Italy excellence throughout the world through the style and quality of its magazines, after the successful launches in Thailand, Greece, Bulgaria and Serbia, the new international edition of Casaviva is now spokesman for the most innovative trends in the “culture of living” and the latest news of Italian interior design products in India as well.

“Casaviva is a luxury magazine focussing on the home” says the magazine’s editor-in-chief, Anubah Charan. “Thanks to the contribution of a team of interior design and fashion professionals, we have created a top of the range product which, helped by the high technical quality and large format, is positioned in a market segment with great appeal throughout the world and in India in particular”, concluded Charan.

With a circulation of 100,000 copies distributed in the main metropolitan areas of the country including Delhi, Mumbai, Bangalore, Kolkata and Madras, the monthly is aimed at mainly female readers aged between 20 and 45, enthusiasts and professionals interested in the evolution of trends and choosing the best products to decorate and furnish the home.

Casaviva, the Mondadori monthly dedicated to interior design and Italian homes, is today also present in Serbia, published under licence by Attica Media Serbia.

The new monthly will be presented to international sector operators during the 46th “International Fair of Furniture, Equipment and Interior Decoration” (UFI) to take place in Belgrade between 10 and 16 November.

The launch of Casaviva Serbia is also being backed by a campaign with TV adverts, posters in the main Serbian cities and a series of events in some of the city’s principal locations.

The magazine, with an initial print run of 50,000 copies, will be sold at a launch price of 99 dinars (about €1.25).

This new international edition of the Mondadori magazine further consolidates the Group’s position in the Balkans and Eastern Europe. Mondadori is present with Grazia, Casaviva, Grazia Casa and Sale&Pepe in Bulgaria, Greece, Serbia, Croatia and Romania. There are now a total of 19 editions in the international network of Mondadori magazines.

Casaviva, the Mondadori monthly which for the last 36 years has been covering the evolution of Italian interior design and homes is now published in Bulgaria as well.

This new launch is part of a process to export the Mondadori brand to the main foreign markets, in particular in Balkan Europe and the Far East, thanks to the successful mix which has always characterised the parent magazine, interpreter of Italian style and quality in furnishing and décor and headed in Italy by Marina Carrara.

For all lovers of interior design, Casaviva Bulgaria will be a unique tool to find exclusive solutions and creative ideas to create the décor of their dreams and stay in touch with all that is fashion.

The result of a licensing agreement with Attica Media Bulgaria Ltd, Casaviva Bulgaria joins the Thai edition of the magazine launched in March 2006 and the Greek edition which appeared in February 2008 as a Sunday supplement to Eleftherotipia, one of the leading Greek national dailies.

Sale&Pepe, the leading Italian top-of-the-range cookery monthly, makes its entry into the Romanian magazine market, becoming the country’s first Italian magazine dedicated to food.

Sale&Pepe Romania, which joins the Serbian edition launched in 2007, will be published under licence by the Monden Media Group.

The monthly is aimed at predominantly female readers who love cookery and are looking for inspiration from the world’s most famous cooking. Cristina Verona, former editor of Elle and Reader’s Digest in Romania and now in charge of the new edition of the Mondadori magazine, explains: “By launching Sale&Pepe, we are bringing a little of Italy into the homes of the Romanians, always lovers of Italian food and wine

The first issue of Sale&Pepe Romania, on sale with 100 pages including 14 pages of advertising, will have a print run of 50,000 copies and a target of 100,000 readers.

This new launch brings the number of international editions of Mondadori magazines to 16, from Grazia to Casaviva, Interni and Sale&Pepe, names of top editorial quality which in just a few years have gained an international reputation as interpreters of Italian style in fashion, design and, ever more, cookery.

Following the exclusive negotiation agreement, that was announced on 25 June, Arnoldo Mondadori Editore S.p.A. has today formalised the sale to Sofimav of two specialised titles published by Mondadori France.

The operation is part of ongoing activities aimed at focusing the company’s portfolio of titles in France in the up-scale and mass market segments.

The magazines involved in this transaction, for which a price of €1.3 million has been agreed, are La Pêche et les Poissons and Pêche Mouche.

The debut of Grazia Australia, on newsstands from Monday 21 July, brings the number of international editions of the Mondadori title to 10.

Grazia Australia, published by ACP Magazines in a joint venture with Hearst under licence to Mondadori, will be a weekly and will go on sale with a cover price of A$5 (€3.05).

The magazine is edited by Alison Veness-McGourty, who announced: “Grazia fuses style with substance, reality and reflection with the speed of a weekly, but the depth of a monthly. The magazine will absolutely make and break the news, but in a way that’s honest, witty, emotive and fun. Never predictable or formulaic, will excite Australian readers.”

The launch will be supported by a A$7 million (around €4m) marketing campaign. “There is a buzz and anticipation about Grazia Australia that bodes well for its success. It’s new, it’s different and it has highly creative and experienced editorial and advertising teams whose passion will be reflected in the pages” claims Pat Ingram, ACP Magazines’ Group Publisher Women’s Lifestyle. “The response from advertisers has been remarkable and we are confident the same will be true from readers. This is an absorbing, exciting and eminently readable magazine that features an unrivalled mix of fashion, entertainment, news, trends and beauty.”

Launch advertisers range from fashion and cosmetics, to cars and technology and include: Louis Vuitton, Prada, Peugeot, Sony, Elizabeth Arden and L’Oréal.

“Australian consumers are well known around the world for their passion for magazines, fashion and celebrities,” commented Roberto Briglia, head of the Mondadori Group’s Magazine Division. “And ACP Magazines,” he continued, “has an extraordinary reputation in the fashion and celebrity sector, a long history of successful launches and, in terms of philosophy, approach and product quality, shares our vision, making Grazia a truly special offer for both readers and advertisers in Australia. With Grazia Australia we continue the development of our International Network for this Mondadori title leader in fashion which has a formula that has become an icon of style and elegance across the world: in just over three years we have exported Grazia to ten of the countries with the highest potential for growth in the magazine business.”

In addition to Italy, the Mondadori title is now published in Bulgaria, United Kingdom, Greece, the United Arab Emirates, Croatia, Serbia, Russia, Holland and India.

Scott Lorson, Chief Executive Officer, ACP Magazines, said: “The Australian edition of Grazia is a collaboration between three of the world’s leading publishers, ACP Magazines, Hearst and Mondadori, and Grazia reflects the calibre of this publishing partnership at every level. The magazine will enjoy support from PBL Media companies, of which ACP is part. Grazia’s integrity, intelligence and glamour will also be powerfully represented online at grazia.com.au, a testament to a highly collaborative partnership between the creative teams from ACP Magazines and ninemsn”, the group company that develops the online activities, concluded Lorson.

Nick Spooner, ninemsn COO, said: “Grazia provides an outstanding opportunity for ninemsn and ACP Magazines to develop a truly unique online experience for our audience and for advertisers. We are delighted with the site and have received an overwhelmingly positive response from advertisers both to the site design and to the new online advertising formats offered.”

About ACP Magazines

ACP Magazines is Australia’s leading magazine publisher. The company is the magazine arm of leading Australian media and entertainment company, PBL Media. ACP Magazines publishes over 85 titles in Australia which sell nearly 114 million individual copies each year. The company has an international portfolio of more than 70 titles in nine countries (New Zealand and Asia) including Cosmopolitan, Dolly, Harper’s Bazaar, The Australian Women’s Weekly, Woman’s Day, NW, TV Week, Cleo, FHM, Madison, Wheels, Ralph and The Bulletin.

Arnoldo Mondadori Editore S.p.A. has defined an agreement for exclusive negotiations, with the French publisher Sofimav, for the sale of the specialist titles La Pêche et les Poissons and Pêche Mouche (2007 revenues: circa €2 million). In France and in Spain Sofimav is the publisher of magazine titles in the leisure sector (Plongée Magazine, Apnéa, Balades, la pêche de la truite, la pêche des carnassiers, Sanglier Passion, Bécasse Passion, Buceadores).

This is a continuation of the widely announced rationalisation of the Mondadori France portfolio which will increasingly focus on upscale and mass market titles.

Implementation of the negotiation agreement is subject to the completion of the consultation procedure with the works council foreseen by French legislation.

A new international edition of Grazia is launched. On 5 April the Mondadori title will be launched in India.

Grazia India is the result of a licensing agreement between Mondadori and World Wide Media, the country’s leading English-language magazines publisher, created in a joint venture between BBC Worldwide and The Times of India.

The main titles published by WWM include, the celebrity newsmagazine Hello!, the women’s fortnightly Femina, as well as the monthlies Film Fare and Top Gear.

The first issue of Grazia India will be on the newsstands with a print run of 150,000 copies, the biggest in the magazine publishing market in the country.

This new operation is a significant step forward in Mondadori’s foreign expansion strategy, which is based on the publication in international markets of the company’s most authoritative titles; brands recognised around the world as interpreters of style and quality in Italian fashion, luxury goods and lifestyle, as well as in design and cooking.

“Our arrival in India allows Mondadori to further extend the Grazia International Network”, claimed Roberto Briglia, head of the Mondadori Group’s Magazine Division. “In just over three years we have launched nine editions of Grazia in countries with high growth potential for magazines and the formula has made the Mondadori title an icon of elegance and style in the world,” Briglia continued.

According to analysts’ forecasts, of the next five years India will be the fastest growing magazine market in the world, with annual growth estimated at more than 13% and an increase in trade advertising of more than 10% (PricewaterhouseCoopers, Global Entertainment and Media Outlook: 2007-2011).

“For Italy’s leading fashion and luxury brands and for the designers, India is one of the most interesting markets,” added Roberto Briglia, “also thanks to the growing appreciation, by a new band of readers, for western trends and tastes. In this context, Grazia, which now has a consolidated position not only in Italy but also internationally, following the outstanding success of the title in the United Kingdom, launches in the Indian market as the most authoritative and qualified magazine for the Indian fashion system and for Indian women,” Briglia concluded.

Grazia India, a new English-language glossy magazine, will put a strong emphasis on international trends and news, without overlooking the needs and the real lives of the readers. The magazine’s formula will combine all of the musts of fashion and lifestyle with the latest news and information about beauty, travel, food; exclusive stories about international celebrities and the most significant personalities from Indian life, mixing international trends with local styles and preferences. In particular, fashion coverage will be markedly international, able to satisfy the needs of Grazia readers to be kept up to date with style and trends.

The first international edition of the up-market Mondadori women’s monthly Flair will be launched tomorrow under a licensing agreement in Austria. The country’s first international fashion magazine, Flair Austria is the result of the cooperation between Mondadori and Ahead Media, one of the leading operators in the up-market magazine sector. Other titles published by the company include, IQ style, H.O.M.E. and anyway.

In addition to Austria, Ahead Media also has a relevant presence in a number of Eastern European markets, including Hungary, Czech Republic, Slovenia and Slovakia.

The first international edition of Flair is part of the now consolidated foreign expansion strategy of Mondadori, which in recent years has seen the Italian group make a decisive entry into the world of international publishing.
“With Flair Austria Mondadori takes its first step into the German-language market,” said Fabrizio D’Angelo, Mondadori’s Head of international activities, “with a magazine that has the capacity to compete at the highest international level in terms of editorial quality and the uniqueness of the product.”

“In particular,” he continued, “on the advertising front, Austria is a market of potential growth for up-scale Italian style. This is why Mondadori and Ahead Media have decided to proceed – allocating the investment of significant resources – with the launch of the first international fashion magazine aimed specifically at the Austrian market.”