The new Icon: a change marked by continuity
+30% pages of advertising for the new issue compared with 2018
Icon, the Mondadori Group’s magazine for today’s man dedicated to fashion and lifestyle, from Friday 8 March will be on newsstands with a new look and renewed content, with even more attention to image, style and the quality for which it has always been known.
Under the leadership of editor Andrea Tenerani and the new team that has seen the arrival of Federico Sarica in the role of editor-at-large and the creative director Riccardo Ruini, Icon offers content that ranges from fashion to beauty, and takes an all-round look at male passions and enthusiasms, using images and stories able to capture the interests and habits of the modern man.
The result is an upscale product dedicated to men constantly on the look out for style and inspiration, a point of reference for lifestyle and Made in Italy.
“With the new Icon we are opening up our pages and our social media channels to an even more focused account of Italian excellence and know-how, a chain of production and thinking that the largest part of the global market looks to in the search for quality,” declared Andrea Tenerani, editor of Icon. “We will do this by each month providing – in images and words – an account of what inspires us, and offering our readers a moodboard. And always keeping in mind a very precise vision: to blur boundaries and rigidities, and to try to blend the classic and the contemporary, fashion and society, pleasure and rigour.”
The new Icon will also dedicated extensive space to the most iconic personalities from the world of international entertainment, with interviews and photographic features shot exclusively by some of the the great masters of photography.
This month’s issue will have two covers dedicated to two actors Aaron Taylor-Johnson and Vincent Cassel, immortalised respectively by da Mario Sorrenti and Michel Comte as well as articles by prestigious contributors including Marco Missiroli, Mariarosa Mancuso, Chiara Beria di Argentine.
AN ENTIRELY NEW STYLE
The changes in the new Icon start from the paper chosen for the magazine which an increased weight and enhanced whiteness. flicking through the magazine, readers will find new columns and sections, starting from Inventario: a rich concentration of news, short interviews, still lifes and stories about products, personalities and cultural consumption, with a special emphasis on the world of beauty.
Completely new is Wheels & Watches, a monographic section of the magazine that will provide an elegant glance at the world of cars and watches, two big male passions to which 15 pages, rich with fashion photos and lifestyle, will be dedicated.
More wide-ranging news and information will feature in Icon Guide, a new column that will enable readers to keep up to date with what’s new in technology, travel, hotels, food & beverages, cinema, TV, books and much more.
The new approach of Icon will also be characterised by Icon Report, an editorial project focused on the luxury sector and which will inaugurate the first issue with a cover story dedicated to the Hedi Slimane revolution. This 24-page insert, with special paper and in tabloid format, will feature extensive background detail and interviews, as well as a focus on the latest trends in the market, the protagonists who are delineating new business developments and an observatory of fashion school talents. Inserted in the inside back cover of Icon, it will also have a special distribution at the country’s most prestigious fashion, design and journalism schools.
NEW FEATURES ALSO ON DIGITAL
The restyling will also involve iconmagazine.it, with a new design approach that will enhance photo and video quality and immersive formats conceived for mobile and social media. The content will continue to focus on style guides and consumption for the man of today and tomorrow, with the most exclusive fashion, beauty, grooming and accessories.
Meanwhile, cars will be the protagonists of Icon Wheels which, from the middle of March, will be the new area of iconmagazine.it dedicated to aspirational and luxury cars and style on two wheels, with an editorial vocation able to combine usefulness and ideas, thanks to which, brands can become a central and dynamic part of the story through native advertising and branded content.
The two continuously growing social media channels, Instagram and Facebook, will alternate stop motion, short video, animated gifs and photo galleries, with cover stories and exclusive content dedicated to new products, emerging brands and the most exclusive events.
ADVERTISING
The advertising market has responded enthusiastically to the appointment of Andrea Tenerani as the editor of Icon. In fact, the new issue will feature 90 pages of advertising, 30% more than 2018. The new, contemporary and innovative, projects, will be an additional tool with which to interact with clients, also from outside the sector.
With a total circulation of 110,000 copies (Source: publisher’s figures), the new Icon will enjoy reinforced distribution in qualified locations with big impact spaces inside Italy’s main airports and railway stations, as well as in upscale hotels, the sales points of the Italian Chamber of Buyers and the Mondadori Stores.
Icon is also distributed internationally in Brazil, China, South Korea, France, Germany, Japan, Hong Kong, the United Kingdom, Spain, the United States and Taiwan.
The launch will also be accompanied by an advertising campaign planned on daily newspapers and on iDD Magazine, the DOOH (Digital Out of home) circuit, which brings together advertising with the editorial content of Mondadori’s lifestyle titles.
