Cucina Moderna

The Mondadori Group strengthens its leadership in food: a unique portfolio of brands for variety and range

• A total audience of 9 monthly contacts, between readers and users
• A growing market share that reaches 70% in terms of circulation
• Advertising: +30% also thanks to the success of Giallo Zafferano

On the strength of a range of consolidated brands, covering all segments in the food area and reaching varied and loyal targets, over the years the Mondadori Group has been able to innovate and enrich the offer of its food system, while reinforcing its leadership in both magazines and digital.

Among the brands in the portfolio are thee historic titles that this year are celebrating important anniversaries: Sale&Pepe, for 30 years a refined, gourmet; Cucina Moderna, the market leader that for 20 years has offered useful and practical recipes; and Cucina no problem, for 15 years a simple, but never banal ally in the kitchen.

The offer is completed by Guida cucina, a source of everyday recipes for the family, and two recent arrivals: the web site Cookaround, a point of entry into the world of cooking and everything that surrounds it, and Giallo Zafferano, a young and “social” crossover brand, Italy’s leading cooking site, now also available on newsstands.

A continuously growing system of brands that, in addition to print and digital, also promotes events and courses led by professional chefs at the Scuola di cucina di Sale&Pepe, launched in the heart of  Milan from the experience of the upscale monthly.

The launch of the new magazine Giallo Zafferano – an operation that for the first time has seen the creation of a print magazine from an already leading web brand – will also strengthen the market share of the Mondadori Group in the food area, taking it from 54% to around 70% in terms of circulation.

The first issue of Giallo Zafferano, with a launch campaign that can count on an initial fan-base that is already strong on social media , sold around 450,000 copies separately or in combinations with some of the Mondadori Group’s other magazines.

A multi-brand e multi-channel offer that enables the food system to reach a combined total audience of almost 9 million contacts every month between readers and users (source: Audipress 2016-III and Audiweb, February 2017).

This success with the public has also been accompanied by an excellent response from advertisers, allowing the food system managed by Mediamond to record, in the first 4 months of 2017, an increase of 30% in sales compared with the same period of 2016, thanks also to the launch of Giallo Zafferano.

Magazines: 82% of Italian readers read Mondadori

  • Tv Sorrisi e Canzoni and Chi are the top two most widely read weeklies
  • Donna Moderna the absolute leader among women’s weeklies
  • Focus Italy’s most widely read magazine
  • Among monthlies, Cucina Moderna and Starbene in the top slot of their respective segments

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.

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).

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%).

Mondadori launches “Cook&Books”: a journey through the world of taste

The 3rd floor of the Mondadori Multicenter Duomo has been refurbished with books, accessories and a real kitchen
From tomorrow the “Cook&Books Academy”: the cookery school of Sale&Pepe, Cucina Moderna and Cucina no problem

Mondadori today launches “Cook&Books”, the first initiative of its kind in the heart of Milan dedicated to cooking enthusiasts.
The third floor of the Mondadori Multicenter in Piazza Duomo has been refurbished and now also features a new in-store shop focused on the pleasures of the table. With books, accessories and an authentic cookery school.

At the heart of the new plan by the Mondadori Multicenter the “Cook&Books Academy” is a cookery school, created from the experience of Sale&Pepe, Cucina Moderna and Cucina no problem which will open tomorrow, Tuesday 29 March. With a real fully-equipped kitchen, the Academy will offer courses for adults as well as special courses that will be a mix of fun and teaching, to introduce children to the importance of diet, all certified by the professional staff of the Associazione Insegnanti di Cucina Italiana or AICI (the Italian cookery teachers association).
The lessons (40 sessions, to be held from March to June, and continuing from September to December) will allow all participants to learn how to select ingredients and to practise their skills on a range of courses not only on Italian, regional and international cooking but also children’s diets: an unrepeatable opportunity to discover the falvours of good cooking and the perfect preparation of dishes.
The range of thematic courses includes: “simple & chic menus” (31 March); “a passion for chocolate” (5 April); “an Easter menu” (7 April); “a dinner party in 40 minutes” (5 May); “Neapolitan pastries” (24 May); “well-dressed ice cream” (7 June) and “summer meats” (16 June).
A complete calendar of lessons offered by Sale&Pepe, Cucina Moderna and Cucina no problem and details about enrolments can be found on the web site:

The “Cook&Books” kitchen, where the courses will take place, is an innovative and confortable space that will allow aspiring cooks to enjoy experiencing the world of taste in a creative and functional context, thanks to partnerships with Valcucine, Neff, Irinox, Kenwood, Tescoma, Fissler, Pensofal and Emile Henry.

The new third floor of the Mondadori Multicenter has been organised to facilitate the alternation of displays of accessories and books, making it easier for customers to choose products and discover a natural kitchen, the art of food conservation, as well as the secrets and tricks of celebrated chefs, wine and drinks.
The display of books on the culture of Italian and international cooking is organised thematically – teas and coffee, desserts, savouries, sushi, eating for health and many more – and also features a vast selection of Italian and foreign publications and those of great chefs. Extensive space is also dedicated to Gourmet guides and guides to wine and food, such as those from the Italian regions, from Piedmont to Sicily, and the discovery of traditional flavours.
The extensive bookshop will alternate with single-brand spaces featuring design products and accessories for the preparation and cooking of dishes, selected from some of the leading manufacturers in the market. In addition to traditional utensils, “Cook&Books” offers ranges of everyday objects in avant-garde materials and small, practical and intuitive electrical appliances.
The entire “Cook&Books” plan is completed by the Mondadori Multicenter events space, which, thanks to its extensive balcony, enjoys a fantastic view of Piazza Duomo and where a series of events will be organised for cooking enthusiasts with food and wine demonstrations and the opportunity to meet and discuss issues related to eating and entertaining.

The Mondadori Multicenter in Piazza Duomo, opened in 2007, is the biggest space dedicated to culture and leisure in the centre of Milan. With a floor space of some 4,000 square metres, the store offers a wide range of books and DVDs, a large newsstand and an exclusive range of stationery, gadgets and gift ideas. The second floor is given over to modern digital technologies, computers and telephone-related products. All of which makes the Mondadori Multicenter a fantastic place to meet, where people can immerse themselves in a world of culture in a stimulating atmosphere that is also characterised by a rich array new products.

The “Cook&Books Academy” is the cookery school of the monthlies Sale&Pepe, Cucina Moderna and Cucina no problem, edited by Laura Maragliano. Sale&Pepe, the leading upscale cookery monthly, brings to the table with every issue a range of exclusive and refined suggestions, with recipes from both Italian and international gastronomic traditions.
Cucina Moderna, Italy’s best selling title in the sector, is an indispensible friend for women who love to cook, thanks to an offer that ranges from menus for special occasions to quick and nutritious everyday meals.
Cucina no problem is an innovative monthly dedicated to young couples, singles and all those who don’t want to renounce the pleasures of cooking, even when time is short and experience limited.