Grazia

By the end of this year Mondadori will launch an edition of Grazia in Thailand and another in Indonesia, close on the heels of Grazia France which, as previously announced, will be launched in September.

This new launches will take to fifteen the countries of the Grazia Network that was created in 2005: a common thread of elegance that links the historic Italian title with all the versions of the magazine published around the world, from Bulgaria, Great Britain, Greece, the United Arab Emirates, Croatia, Serbia, Russia, Holland, India, Australia and, up to the most recent launch in February, China.

An international network that accounts for a total circulation of 4 million copies per month in the world.

“The creation in just four years of such a high number of international editions is certainly a unique case in the world of magazine publishing; both for the rapidity of the growth and the immediate appreciation of both readers and advertisers,” declared Maurizio Costa, deputy chairman and chief executive of the Mondadori Group.

“Despite a very difficult year for publishers everywhere, these new launches are a clear demonstration of our confidence in the future of the magazine market and, above all, in the development potential, also on an international scale, of the most authoritative brands, as in the case of Grazia,” continued Maurizio Costa.

“In foreign markets Grazia is increasingly recognised by readers and both Italian and international advertisers, as a reference point for style and journalistic quality in the area of news and celebrities, as well as providing a guarantee for the valorisation of the most prestigious examples of “Made in Italy” in fashion and luxury,” Costa concluded.

For the first time the editors, publishers, marketing and advertising managers of all of the editions of Grazia have gathered in Milan for the “Grazia Global Conference”, to discuss the points of strength, targets and the specific language of the various interpretations of the magazine around the world.

The partners include important international media groups of the calibre of Hearst (for Grazia Australia), Bauer (for Grazia UK) and Sanoma (for Grazia Russia).

During the working sessions contributions were also made by a number of representatives of some of the leading luxury brands, such as Diego Della Valle (chairman and chief executive of Tod’s Group), Dominic De Vetta (chief executive of Jo Malone), Francesca Di Carrobbio (chief executive of Hermès Italia) and Matteo di Montezemolo (chief executive of Poltrona Frau).

The “Grazia Global Conference” is consequently for the Mondadori network an occasion to formalise and take advantage of the exchange of experience that for years have driven the various editions of Grazia, providing continuous vigour and strength also to the identity of the Italian “mother” title.

An important opportunity to reflect and discuss ideas and suggestions concerning the guidelines for the “Grazia style”, a unique formula in the magazine sector, able to respond to the different needs of readers and advertisers around the world, and to offer communication opportunities to fashion and luxury brands who choose the Mondadori magazine to reach the most important international markets.

From tomorrow Grazia will be available in China, thanks to cooperation, also on the advertising side, between Mondadori and SEEC Media Group Limited, the group listed on the Hong Kong stock market with which Mondadori had reached an agreement in 2007 for the creation of a 50-50 joint-venture for advertising sales in the magazine sector.

The new magazine, which will be the country’s first glossy fortnightly, will feature original material in Chinese and have a dedicated editorial staff. “We are living in fast times”, underlined the magazine’s editor, Sun Zhe. “Life-changing news stories can gallop past us, delicious gossip flutters and dies in an instant, even hemlines and heels can change overnight”.

The first issue of Grazia will have XX pages, of which XX are advertising: he advertisers featured in the first issue of Grazia magazine include some of the leading brands from the worlds of fashion and beauty, from Tod’s to Trussardi and Guerlain, and from Chanel to Louis Vuitton and Lancôme.

“For Mondadori, Grazia in China marks an important development of the company in the Chinese magazine advertising market,” claimed Roberto Briglia, the general manager of the Mondadori Group’s Magazine Division. “China is one of the most dynamic foreign markets in the world in which fashion, and Made in Italy brands in particular, continue to be widely appreciated,” Briglia continued.

“In this context, a highly innovative magazine with high quality editorial content such as Grazia provides a guarantee for advertisers who want, also in China, to reach a target that is particularly enthusiastic about the world of celebrity, of style, fashion, shopping and luxury, with a vehicle that has a strong appeal,” concluded Briglia.

“The launch of Grazia is a strategic move of SEEC Media, in terms of its continuing efforts on diversification of its own products portfolio”, claimed Mr. Wang Boming, chairman of SEEC Media Group. “We will keep on bringing our foreign partners’ experiences and industry knowledge into China’s emerging and promising market”, concluded Wang Boming.

“A new target is emerging in China”, continued said Sun Zhe magazine’s editor in chief. “She needs to know about the latest trends and news, also regarding celebrities, but she wants it easy, bite-sized pieces – and she doesn’t want to wait a whole month”.

“So here Grazia, China’s first fortnightly glossy news and style magazine that brings her the sophistication of a monthly and the speed of a weekly”, he concluded.

Grazia will be distributed mainly in China’s major cities, such as Beijing, Shanghai and Guangdong.

The launch of the first issue will be supported by an intense outdoor advertising campaign, at railway stations and at newsstands, with maxi-posters and a range of promotional events also planned.

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.

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.