Chi

This week Chi launches Chi Junior, a new magazine dedicated to children’s fashion, overseen by the fashion and beauty editor Marina Bigi.

Chi Junior aims to be an authentic shopping guide: entering the world of kids ad translating it into a world of trends, news and glamour, also through the children of Italian and international celebrities, with reportage and interviews, fashion services and beauty suggestions in the classic Chi style.

The magazine is organised in nine sections: from clothing must haves for younger children to beauty issues connected to the care, pampering and protection of children’s health, as well as extensive travel and holiday features indicating destinations in Italy and abroad that are ideal for children. And, of course, there will also be a wealth of suggestions and news about cooking, games and children’s entertainment.

The cover of the first issue features Valeria Mazza and Taina, the youngest of her four children.

“Chi Junior is a demonstration that the market is ready to reward the ideas and capabilities of publishers able to create modern entertainment and lifestyle products. As is demonstrated by the success in terms of advertising pages and clients that we have managed to attract with this new project, with which we are very satisfied,” declared Angelo Sajeva, chairman and chief executive of Mondadori Pubblicità.

Chi Junior will be sold as a supplement with all of the print run of Chi at a supplementary price of 20 cents.

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.

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%).

This week sees the arrival on newsstands of Chic, the new supplement of the weekly magazine Chi, dedicated to fashion and beauty.

“Chic accompanies the reader when she goes shopping; fro fashion and accessories, as well as the choice of a hotel, through the style of the most popular celebrities. And with the taste, the search for elegance that has characterised Chi every week for so many years,” explained the editor, Alfonso Signorini.

In fact the magazine aims to be an authentic shopping guide: exploring the must haves for women’s clothing – such as jeans, the most glamorous boots and the trendiest colours -–, offering suggestions and ideas about what to wear in different moments of the day, with indications about brands, prices, and the addresses of shops and sites where the products proposed can be found and bought.

The cover of the first issue will feature Monica Bellucci, an icon of beauty and elegance, exclusively photographed for Chic by Alì Mahadavi and Ruven Afanador.

“Advertising sales, which have reached 70 pages, perfectly reflect the content of Chic, with a high concentration of fashion and cosmetics clients who have recognised both the innovative approach and the wide and qualified target at which the magazine is aimed,” declared Angelo Sajeva, chairman and chief executive of Mondadori Pubblicità.

The launch of Chic, a free supplement to the entire print run of Chi, will be supported by an advertising campaign planned on Mondadori weeklies, point of sale and titles in the sector.