Chi reinforces its editorial offer
From the magazine and social media to podcasts: leading personalities close up, with more space for feelings and detailed and authentic accounts
Chi, the people magazine edited by Alfonso Signorini, is reinforcing its formula and, on newsstands from tomorrow, will appear to readers with a new look with the most beautiful love stories, exclusive scoops, leading personalities, news investigations and background.
The feelings and emotions that everyone can identify with will be even more at the heart of Chi; a narrative dimension that starts in the magazine and extends across all of its digital platforms. In line with the new formula, from 10 June, the Mondadori Group weekly will launch #storiedamore (love stories): a new editorial project that celebrates love in all its forms, with the exclusive participation of personalities from television and the world of entertainment. Every week, a different story will be covered, not only on the pages of Chi but also on the brand’s Instagram and Facebook profiles, with interviews with the most popular celebrities and, for the first time, in a podcast series, in which it will be the voices of the protagonists themselves that will talk about previously unpublished aspects of their emotional lives that will engage and move the audience.
“Even more feelings: this is the principal guideline of the new magazine, and what readers of Chi most frequently ask us for. Emotions will run alongside accounts of personalities most in view, with their stories, experience and a rediscovery of the pleasure of more detailed and authentic storytelling,” announced the editor of Chi, Alfonso Signorini.
The first subject of #storiedamore and the cover story of the revamped Chi will be the editor himself, Alfonso Signorini: the first to step up to the plate and reveal an intimate part of his life, in this case his special relationship with and great love for his mother.
Chi also takes a look beyond the jet set and the entertainment world, with much more attention to features and news investigations.
There are also five new thematic supplements that will accompany the publication of upcoming issues, starting this week with the free Chi Weddings Special: a much-anticipated collectors issue now in its fifth edition, with pages dedicated to the weddings of Italian and international celebrities who have pronounced a romantic “I do” in the last year. This will be followed by specials dedicated to Cooking, with recipes from starred-chefs (on newsstands from 17 June), the Animals of the stars and their offspring (on newsstands from 24 June), Travel and holiday destinations with exceptional guides (on newsstands from 1 July), Beauty with loads of secret tips and suggestions to make the best of yourself (on newsstands from 15 July).
The re-launch of Chi will be supported by a communication campaign planned across various channels: TV and radio commercials, on air from 10 June of Mediaset channels and RadioMediaset stations, press, digital, social media and large-scale retail.
The planned total print run for the next 4 issues of Chi will be 1 million copies.
A further push will be given to the social media strategy of Chi: on Instagram, which has now reached 400,000 followers and is the people publishing brand with the highest level of engagement in Italy (Source: Storyclash). The profile offers real-time accounts of the world of Italian and international celebrities, with a special focus on those most popular with millennials, who make up 70% of the followers (Source: Iconosquare).
“The greatest satisfaction comes from having reached a new audience, completely different from the magazine’s traditional target, of the magazine and to have brought them closer to the Chi brand,” declared Massimo Borgnis, executive deputy editor of Chi.
The double live interview format, #CasaChi, during the months of lockdown, has been a regular daily appointment, with an average audience of over 50,000 users for each live feed (Source: Instagram Insight).