Opening of the first Mondadori per Voi bookshop, in the centre of Milan, marking the launch of a policy of greater and more dynamic involvement with customers. The chain of retail outlets that quickly developed reflected the same philosophy, even in its shop sign. Bookshops should no longer be severe and intimidating places but provide a venue for readers, writers and publishers to come together and talk. Many other initiatives were inspired by this customer-centred service model, including competitions launched by women’s magazines, travel packages organised by Grazia for its readers and events dedicated to children through the Topolino (Mickey Mouse) Club: travel, gift packs for needy children, trips to Disneyland, sports tournaments.