2023

After eight months of inactivity, the historic Point in Capo d’Orlando (ME) has reopened its doors under the format and concept of the Mondadori Store, the largest network of bookstores in Italy. The official opening to the public – Monday 27 November – will be preceded by the official opening on Sunday 26 November from 6.30 p.m., with local dignitaries in attendance.

“We are proud and honoured to reopen the store in Capo d’Orlando, which has always been a meeting place and a reference point for the entire district since 1965,” said Mondadori Store franchisee, Anna Emanuela Coci, former owner of an independent stationery store. “After an eight-month closure, and with the support of Mondadori Store, we will revive the bookshop with commitment, passion, and determination. We intend to offer our customers a wide range, not only of books, but also of cultural events that will attract all the public in the area”, finished Coci.

Capo d’Orlando’s Mondadori Point, operated as a franchise, is part of the greater network project to create a real cultural network throughout Italy and offer meeting and gathering places for readers of all ages. Thanks to a team of professional booksellers who will guide customers in their choices, satisfying their reading tastes, and also due to its strategic and central location, which offers the possibility of organising book signings and literary events, the Capo d’Orlando bookstore provides the public with a centre exclusively dedicated to the world of books, culture and entertainment.

The store, which has a surface area of approximately 90 metres square, focuses mainly on books, with a selection of about 4,000 titles, ranging from the great classics to best sellers, including fiction, non-fiction and other categories. And for young readers, there’s the We are Junior format, which includes educational and illustrated games to stimulate the imagination with the strangest stories, as well as the innovative Just Comics department, dedicated to manga and comics. To expand the store’s offer, there is also an area dedicated to stationery products, gift boxes, gift cards and a selection of eReaders.

The Capo d’Orlando bookstore also serves readers online: customers can stay updated on all the initiatives planned through its Instagram page. They can also get in touch with the bookstore via the digital services on Mondadoristore.it to check for the availability of a book, order it and pick it up at the store by choosing from a catalogue of over 1 million titles.

The new Mondadori Point is part of the renewal and development plan of Mondadori Store, the largest bookstore network in Italy, with more than 500 stores in cities and smaller towns. A cultural network active throughout the country and also online with the e-commerce site Mondadoristore.itand the bookclub formula, which, in addition to books – the core of the offer –, provides entertainment, events and multichannel services, to reach more than 20 million customers every year.

MONDADORI POINT
Mondadori Point Bookstore Capo d’Orlando
Address: Piazza Matteotti 8, 98071 Capo d’Orlando (ME)
Opening hours: Mon–Sat 9:00-13:00/16:30-21:00; Sun 17:00-21:00
Tel: 0941.1830396 / 347.7330839 / 349.1038253
Email address: mondadoripoint.capodorlando@gmail.com
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Green, smart and young: three words that perfectly describe the Mondadori Bookstore | MA format that has been conquering the peninsula since 2022. Tomorrow, its ninth store will open to the public in Emilia Romagna. The bookstore, located in the Galleria Centrale building in Reggio Emilia, is located inside “Il Mercato”, a new food market concept (https://www.ilmercatodireggio.it/) based on the pillars of sociality, sustainability, art, culture and design.

The format is inspired by the ideology of MA (間), which draws from Japanese culture and the concepts of ‘pause’ and ‘interval’. The new bookshop sees itself as a space where people can break away from their hectic everyday life and nourish their minds, becoming a new magnet for the cultural life of the area, available to all readers.

The winning mix of multimedia, comfort and sustainability creates a reader-friendly, 150-square-metre space with architecture, photography, literature, fiction and many other areas where we find this Japanese-style concept, presented under the Neapolitan influence of the format’s creators. Tall, curved furniture reminiscent of the trunks of large trees, bonsai trees, snake plants: everything in the bookstore evokes nature and eco-sustainability, from the recycled wood frames in the photo gallery area to the tallest of the shelves.

The new Mondadori Bookstore | MA houses 26,000 titles – in addition to those available online – including manga, comics, toys, educational games and illustrated books to stimulate curiosity and give a nod to the youngest readers. Between shelves of fiction, non-fiction, miscellaneous works, classics, gadgets, interactive totems and reading and relaxation corners, visitors – supported by passionate, professional booksellers – will be able to have a totally new shopping experience and, at the same time, enjoy fun moments thanks to literary events and book signings.

MONDADORI I MA expresses an innovative eco-friendly, young and smart bookshop concept that gives the nod to Generation Z and beyond. A philosophy that is expressed through architectural choices and the materials used to create them, in editorial proposals and initiatives. The eco-sustainable cultural concept originated from the entrepreneurial background of the Neapolitan-minded creators and Mondadori Retail, the company that manages the largest network of bookshops in Italy, Mondadori Store. Present throughout Italy with 9 stores in Udine, Gravellona, Milan, Turin, Reggio Emilia, Grosseto, Salerno, Sestu and Catania.
Join MONDADORI I MA from Udine to Catania. Further openings are planned in major Italian cities in 2023, including Naples (Galleria Umberto I) and Rome (Maximo Shopping Centre).

MONDADORI I MA
Address: via Emilia San Pietro 17, 42121 Reggio Emilia (RE)
Hours: Mon-Sun 09.00-21.00
Telephone: 0522.201594
Email address: reggioemilia@mooks.it
IG: @choose.MA – TikTok: https://www.mondadoristore.it/negozi

Benedetta Serpe
mondadorima.social@gmail.com
Tel: 333.9008660

Mondadori Group Press Office
pressoffice@mondadori.it
Tel. 02.75423159

On Saturday 11 November, Mondadori Store, the largest network of bookstores in Italy, opens a new Mondadori Bookstore in Conversano (BA), a city of medieval origin.

The new bookstore developes over a 70 square meter surface and further strengthens the country’s already extensive Mondadori Store network in Italy by making a new hub, exclusively dedicated to the world of books, culture and entertainment available to the public.

“Opening a Mondadori Bookstore in the village of Conversano has the objective to create a true cultural network for the area and a meeting point for readers of all ages – in line with the goals of the Mondadori Store network and with the intention of encouraging sociality and reading, also through collaboration with cultural associations engaged in the promotion of books”, comments Salvatore Iumiento, on his eleventh opening as a Mondadori Store affiliate.

The Bookstore focuses on books by offering a selection of approximately 7,000 titles, ranging from great classics to best sellers, also targeting young readers with the We are Junior format, which includes educational and illustrated games aimed at stimulating their imagination through interesting stories, and the innovative Just Comics section dedicated to manga and comics. The store’s offer is further broadened thanks to an area dedicated to stationery products, gift boxes, gift cards and a selection of eReaders.

The Mondadori Bookstore of Conversano also serves readers online: customers can stay updated on all the initiatives planned through its Facebook and Instagram pages. The same can also get in touch with the bookstore via the digital services of Mondadoristore.it to check for the availability of a book, order it and pick it up at the store by choosing from a catalogue of over 1 million titles.

The new Mondadori Bookstore continues the renewal and development plan of Mondadori Store, the largest bookstore network in Italy, with more than 500 stores in cities and smaller centres. A cultural network active throughout the country, online with the e-commerce site Mondadoristore.it and the bookclub formula, which, in addition to books – the core of the offer –, provides entertainment, events and multichannel services, to reach more than 20 million customers every year.

MONDADORI BOOKSTORE
Address: Via G. Matteotti, 21, 700014, Conversano (BA)
Opening hours: Mon-Sat 9 a.m.-1 p.m./4 p.m.- 8 p.m. and Sun 10 a.m.-1 p.m./4 p.m.- 8 p.m.
Phone: 080.6923302
E-mail: mondadori.conversano@gmail.com
FB – IG

Mondadori Media, the leading Italian multimedia publisher on social media and in the digital area, has exclusively entrusted Piemme, a concessionaire of the Caltagirone Group, with the sale of advertising spaces in Italy  in magazines, digital channels, social networks, apps and event sponsorships for the educational brands Focus, Focus Junior, Focus Pico, Focus Storia, Focus Scuola and Focus Wild.

“Piemme is the ideal partner to raise awareness about some of our brands, thanks to its important network of investors in strategic sectors for our Science area and its widespread presence in the territory”, said Carlo Mandelli, Mondadori Media CEO. “The collaboration, which started in January 2023 with Tv Sorrisi e Canzoni and Chi, is generating excellent results. The extension to the Focus system brands strengthens the path of diversifying business activities undertaken by Mondadori Media and the strategy of repositioning our product portfolio”, Mandelli concluded.

The agreement is part of a process, which began with the brands Tv Sorrisi e Canzoni, Chi, Guida Tv and Telepiù, of progressively expanding a strategic partnership that has proved successful thanks to the combination of the publisher’s leading position, on the one hand, and the expertise of the concessionaire, on the other.

“The exclusive partnership with Mondadori Media represents a significant step for Piemme in its strategy of expanding and strengthening its media platform, which is able to offer an increasingly excellent level of opportunities across print, digital, radio, TV and local events. The opportunity to manage the collection for these famous brands is a great responsibility for us: as well as being an iconic brand, Focus is one of the main standards for science and technology popularisation in Italy, with a huge fanbase that makes it well-known among the public”, declared Walter Bonanno, CEO of Piemme S.p.A. “We are thrilled to once again receive the trust of a leading and discerning publisher like Mondadori Media. We are confident that this innovation will further strengthen our collaboration and enable us to realise innovative projects that satisfy our customers and enhance the strength and diversity of the Focus brand on different platforms and channels”, said Bonanno.

Focus, in its different forms, is the brand leader in the popularisation sector in Italy with a fanbase of over 6 million users (social media accounts + Focus creators), more than 3 million unique users (source: Shareablee, 2022), a monthly circulation of over 136,000 copies (source: Ads, January – August 2023) and more than 3.3 million readers each month (source: Audipress 2023/2). Focus, Italy’s most widely read magazine, edited by Raffaele Leone, has been the standard for all science enthusiasts and the curious for more than 30 years: from technology to sustainability, from robotics to medicine, from AI research to space missions and nature. It has a unique editorial system divided into various subject areas and different channels, including magazines, websites, social accounts, video talks and podcasts. It also has a television channel, an exclusive academy for students interested in science journalism and, finally, a major event focusing on popularising science that completes the editorial offer: Focus Live.

Mondadori Media

Mondadori Media is Italy’s leading multimedia publisher, with a distinctive positioning and audience on the editorial market. Through its brands, the Mondadori Group’s social multimedia company caters to the passions of the Italian people – food, beauty, fashion, health and wellness , science and tech – and reaches more than 26 million unique users every month (source: Audiweb January-August 2023), with an overall fanbase of 100 million people (source: Comscore Shareablee + Pinterest Insight October 2023).

Piemme

It has six of the most important newspapers (Il Messaggero, Il Mattino, Il Gazzettino, Corriere Adriatico, Nuovo Quotidiano di Puglia and Leggo), websites (online platforms for the respective newspapers and licensed third-party sites: Aranzulla.it, Centro Meteo Italiano, Funweek.it), magazines (Molto, Mondadori and Gruppo Editoriale San Paolo), and TV (Telenova). Piemme also manages local advertising on Radio Subasio and on RCS media in its own areas. Piemme designs projects tailored to customer needs, creating multimedia campaigns that seamlessly integrate print and digital, radio and TV.

Mondadori Store, the largest network of bookstores in Italy, opens for the public at Merlata Bloom Milan. This new Lifestyle Center at the heart of the largest urban transformation project in Italy, in the north-west district of Milan, provides the public with an innovative space completely dedicated to culture and entertainment.

The directly operated Mondadori Bookstore is part of a wider project to redevelop the entire surrounding urban area through the construction of an ecosystem based on the highest standards of modern urbanism, where technology, entertainment, culture, daily life, and commerce coexist in perfect harmony with respect for sustainability and biodiversity.

“It is with pride and satisfaction that we inaugurate a new Mondadori Store within the Urban District of Milan. This opening is part of our strategy to continuously renew and develop our network, which has more than 500 stores, both directly operated and franchised, distributed throughout Italy,” says Carmine Perna, the CEO of Mondadori Retail.

Today, the Mondadori Store network serves more than 20 million customers every year, both in directly operated and franchised stores and on Mondadoristore.it

“In 2023, we also consider it a priority to invest in the development of physical bookstores, enriching our offerings while looking towards innovation, and optimizing our digital and cultural services. Innovation has been fundamental in our transformation and development, with effects on our people, organization, format, and technology. Mondadori Retail has not only achieved the expansion goals it has set for itself, but has also been able to respond in an increasingly timely manner to the needs of local communities by promoting and spreading culture in all its forms,” Perna says.

The continuous development and renovation of existing bookstores, the enrichment of services and offerings, and a focus on books have enabled the Mondadori Store bookstore network to strengthen its role in the market and record a 5.9% growth in revenues as of 30 September 2023 compared to the same period in 2022. In addition, continuous innovation in the format and optimization of assortments has enabled the network to increasingly approach the needs and reading habits of new generations by rethinking new areas dedicated to comics, manga, fantasy, and romance.

All Mondadori Bookstores are also confirmed as sociocultural centres due to the numerous events organized by the bookstores: presentations, book signings, and initiatives for schools such as Alunni in libreria (Pupils in bookstores), which aims to familiarize students with local bookstores, and Scrittori in classe (Writers in the Classroom), aimed at introducing young people to the literary world of reading and writing.

Mondadori Retail also focuses on bookseller teams, with specific professional development initiatives designed to foster and enhance the relationship with readers through digital tools, including social media.

Finally, there is no shortage of promotional initiatives designed for customers, such as one that is currently underway: the Manga Tote Bag is free until 26 November with the purchase of 3 manga books, either on the website or at participating bookstores.

The 240-square-metre bookstore at Merlata Bloom Milan shopping centre offers more than 10,000 titles, from best sellers to classics, including fiction, non-fiction, and other various genres. And for young readers, there is the We are Junior format, which includes educational games and illustrated books to stimulate children’s imagination with the most curious stories, as well as the innovative department Just Comics, dedicated to manga and comics. Other features of the store include a stationery area, which also includes gadgets, toys, gift boxes, gift cards and the Kobo e-reader.

The Mondadori Bookstore also serves online readers: customers can stay up to date on all the initiatives through its Facebook and Instagram pages. They can also contact the bookstore through Mondadoristore.it digital services to check if a book is available, order it, and pick it up in store, choosing from a catalogue of over a million titles.

The new Mondadori Bookstore follows the renewal and development plan of Mondadori Store, the largest bookstore network in Italy, with more than 500 stores in cities and smaller towns. A cultural network active throughout the country, online with the e-commerce site Mondadoristore.it and book club, which, in addition to books — the core of the offering — provides entertainment, events, and multichannel services, reaching more than 20 million customers every year.

Merlata Bloom Milan is the Lifestyle Center developed by Merlata Mall S.p.A. at the heart of the largest urban transformation project in Italy, in the north-west district of Milan. A commercial anchor and plaza connecting the Uptown residential district and the MIND Innovation District, it holds 70,000 square metres of new opportunities, including new brands and experimental concept stores, including 210 retail spaces with 43 innovative F&B concepts, with new office hub and a state-of-the-art multiplex cinema. Harmony with the surrounding urban park is guaranteed by the public plaza, sky Garden, and cycling path, along with sustainability-conscious architectural, technical, and systems design solutions that provide an opportunity to experience green areas, even in the city.

MONDADORI BOOKSTORE
Merlata Bloom Milan Shopping Centre
Address: Via Gottlieb Wilhelm Daimler, 20156 Milan (MI) Opening hours: Mon–Sun 9 a.m. – 10 p.m.
Phone: 02.47720000
Email address: libreria.merlatabloom@mondadori.it
FB – IG @mondadorimerlatabloom

With over 18,000 visitors, the format of the Focus Festival of Knowledge, held for the sixth consecutive year in collaboration with the Leonardo da Vinci Museum of Science and Technology in Milan, is confirmed to be a winner. For three days, this major event attracted an active and interested public audience, who had the opportunity to engage with the scientific world and experience the most innovative technological advances, meet and listen to communicators, experts and professionals in information, medicine, science and sports, as well as immerse themselves in worlds of virtual reality.

“We have once again travelled from the stars to the deep sea, from space missions to genetics, from plants to robots, from animal noises to artificial intelligence, giving this edition of Focus Live — entitled Visions — a fun overview of science and knowledge, research and history.  And we got to experience it hands-on by offering immersive virtual reality experiences, samples of the metaverse, and workshops for adults and children. We also mixed genres by combining science, music and theatre. But the most spectacular “vision” was the record turnout and participation of thousands of curious, attentive and enthusiastic people. They are the best reward for our efforts and encourage us to always do better,” said Raffaele Leone, director of Focus.

The more than 70 sold-out events featured eighty personalities, including scientists, researchers, astronauts and communicators, along with active participation in games, workshops, edutainment, interactive experiences and meetings in the Experience Area. There was clear awe and interest in the more than 40 installations, starting with the giant and colourful animals of Cracking Art. Lots of children flocked to the kids area for the Geronimo Stilton show and all the playful and scientific activities organised by Focus Junior, Focus Pico and Focus Wild, in collaboration with Mondadori Education, Way Experience, Shake and UniversiKid.

Providing an exceptional backdrop, the National Museum of Science and Technology was divided for this special initiative into five major thematic areas (Technology, Sustainability, Science, Space, Medicine and Health) with three separate stages — the Main Stage, Speakers’ corner and Creators’ corner — for talks and meetings.

Tons of content contributed to the success of Focus Live Visions: from the surprises of the Animaloids — robotic quadrupeds such as HyQ Real1, capable of challenging humans (and win!) at Twister — to quizzes animated by Stefano Bartezzaghi; from the physics experiments of Vincenzo Schettini, the star professor of TikTok, to the lunar earthworms of the future, to the sustainable comics of activist Altares; from the Telegatto delivered to Carlo Conti to the experiences of sportsmen such as freediving champion Mike Maric. Plus sailing icon Giovanni Soldini as a hologram, former soccer coach Arrigo Sacchi, astronaut Roberto Vittori, communicator Barbara Gallavotti and philosopher Luciano Floridi, immunologist and scientific director of Istituto Clinico Humanitas, Alberto Mantovani, and Stefano Mancuso, Italy’s most influential botanist, together with the Youth Symphony Orchestra of Milan guided the audience in discovering the intelligence of plants. Evolutionary scientist and communicator Telmo Pievani and actor Marco Paolini closed the packed three-day schedule with a science show dedicated to Charles Darwin, one of the most visionary scientists in history.

Also confirming the brand’s strength and formula for success were the hundreds of thousands of views and social media interactions related to live broadcasts, with posts and videos shared on Facebook, Instagram, YouTube, TikTok and Twitter. All the content was widely captured by the print, digital radio and TV media, and will remain available on Focus.it, the website of the monthly magazine Focus, which has seen peak views these days due to Focus Live events. The content will be enriched with extra contributions to continue to intrigue and win over fans, both young and old.

This edition of Focus Live was developed through the support and collaboration of the Civic Aquarium of Milan, Italian Air Force, Asi, Biokip Labs, CNR, Enea, Bruno Kessler Foundation, Giotto (Fila), IIT, Il Piccolo Teatro, INFN, Joint Research Centre, Italian Navy, Milan Civic Museum of Natural History, Milan Symphony Orchestra, Shake srl, Milan Civic Planetarium, Polytechnic University of Milan, Sant’Anna School of Advanced Studies, Università Cattolica del Sacro Cuore, University of Padua and Way Experience.

Focus Live is a Mondadori Media event organised in partnership with the Leonardo da Vinci Museum of Science and Technology, Mediamond and numerous other entities:

MAIN PARTNERS: Koelliker Group
PARTNERS: Carglass, Honor, Humanitas University
INSTITUTIONAL PARTNER: European Commission
CONTENT PARTNERS: AIRC, CDI, Mondadori Education, Opera San Francesco, Rilegno, TUV SUD
ART GUEST: Cracking Art
TECHNICAL PARTNER: Lete
OFFICIAL RADIO: R101
KIDS AREA powered by Focus Junior

AdKaora, the Mondadori Group’s digital agency specialising in user-centric mobile advertising and proximity marketing, has been recognised by Google as a Google Certified Publishing Partner (GCPP), an important certification that strengthens the partnership between the two companies, underlines the development of an increasingly solid expertise in favour of the market and the knowledge of Google’s main online advertising products.

The AdKaora Value Network team has, in fact, been committed over the years to provide publishers with a technological and strategic consulting service, to maintain the highest results and market standards when it comes to advertising KPIs such as brand safety and viewability, and to meet and exceed the expectations of the clients in managing their advertising sales.

Publishers today face increasingly complex challenges due to changing user habits towards media and the emergence of new regulations to keep up with. At the same time, there is a growing demand for high-quality advertising experiences and especially for impactful video formats.

AdKaora, therefore, is recognised as one of the first partners in Italy skilled in the use of Google’s entire suite of advanced tools, which, combined with its proprietary technology, make it possible to amplify advertising revenues and unlock new avenues for growth, even abroad.

In addition, AdKaora’s Value Network has now crossed the Italian borders and started its international expansion thanks to Adgage, a Spanish company recently acquired by Mondadori Group, that is already working with top tier publishers in the Spanish, Portuguese and LATAM markets. The strategy for the future is to bring the footprint of AdKaora’s products and services to many other countries worldwide.

For AdKaora, being a GCPP means:

– having a privileged channel with Google and defining an integrated workflow with Google’s technological solutions for publishers

– creating an additional level of trust between customers and partners, as the evaluation process to obtain certification was careful and scrupulous

– allowing publishers to focus on what they love doing most: creating great content.

The certification is further proof of AdKaora’s ability to maximise advertising revenue, implement innovative, next-generation formats including in AMP, and deliver international brands’ premium campaigns on publishers’ web properties, all while providing advanced advertising trend analysis.

Davide Tran, CEO AdKaora comments: “We are proud to be recognised as a Google Certified Publishing Partner: this distinguishes us within the market and confirms our commitment to supporting and developing innovative solutions and quality services for clients and publishers. Thanks to the unique combination of our proprietary technologies, state-of-the-art formats, Value Network and sales teams, we help publishers to reach an ever higher level in their monetisation strategies. For the future, we are determined to further improve our performance and become not only an important but an essential partner for our customers, helping them to effectively grow their advertising revenues.”

Arnoldo Mondadori Editore S.p.A. hereby informs that the Interim Management Statement at 30 September 2023 is now available at the Company’s registered office, at the authorized storage mechanism 1info (www.1info.it) and on the website www.gruppomondadori.it (Investors section).

There’s no such thing as a single Generation Z. From a survey conducted by Webboh Lab, the first permanent digital observatory completely dedicated to Gen Z and created by Webboh and the Istituto di Ricerca Sylla, on 24,000 12- to 20-year-olds studied for 48 hours, it turns out that Gen Z is not a monolith, but is composed of 5 clusters of young people who experience and perceive interaction with social media in different ways: Meme Maestro (40%), Creative Explorer (18%), Like Lover (17%), Social Soul (14%), and Digital Dreamer (11%).

More specifically, each profile exhibits a different way of using social media:

• Meme Maestro is the most interesting profile. About 40% of young users who responded to the instant social media survey sees the platforms as a form of entertainment, like memes and viral videos. This profile shares aspects of their lives and interests and connects with their peers to get inspiration for trendy products.
• Creative Explorer is the profile that uses social media as a platform to express their creativity through photos, writing, and art. They account for 18% of respondents and are young people who like to explore and deepen their interests, but also discover new topics and share information, promoting social causes and seeking help and support.
• Like Lover is the social media enthusiast profile, who seeks gratification through positive feedback, such as likes and comments. 17% of the total respondents use them as an escape from their daily routine, following and contacting their favourite idols and creators to feel part of another world.
• Social Soul is the profile for the young social media enthusiast who primarily uses the platforms to start relationships and meet new people, as well as to get advice and discover new passions. 14% percent of respondents fall into this category.
• Digital Dreamer is the profile that encompasses the aspects of all the previous profiles and represents those young people (11%) who use social media as a platform to explore and live out an online identity that’s different from their own in reality.

The results of the instant survey also debunked the belief that teenagers feel lonely without social media: on a scale from 1 (“not at all”) to 10 (“maximum”), the average score given to “fear of loneliness” was only 4.3 and is one of the lowest markers in importance among those considered. In fact, the highest scores went to “I would be bored” and “I would do more sports”.

Another interesting finding from the survey is that without social media, Gen Z would mainly miss WhatsApp, Instagram, TikTok, and YouTube, but they wouldn’t suffer without Facebook, which came last behind Twitch, Discord, and X, reflecting the strong need to stay in touch with their friends.

Through their collaboration with the Istituto di Ricerca Sylla, the Observatory gave a genuine picture of Gen Z by direct contact with the youngest generation and getting to know and examine their thoughts, opinions, expectations and interests in real time, through surveys conducted on and with the help of social media.

For all survey results, see Gen Zs: The Many Faces of Generation Z – https://webbohlab.it/

Webboh is the media hub for GEN Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 3 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 2.5 million unique monthly users (source: Audiweb Media Month 2023). It is in the top ten most influential Italian media companies on social media, as well as the first of the Generation Z generation targeting engagement and video views (source: Italian Top Media Rankings of First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Sylla is the research institute in charge of managing the lab, research activities, membership and awards. Established in 2016 after 25 years of experience in the field by the current management team, it specialises in strategic market research, web surveys, qualitative surveys and monitoring surveys. It collaborates with the Universities of Bologna, Turin, Cattolica and Bicocca in Milan and counts foundations, institutions and some of the largest communication agencies among its clients. Its scientific director is Professor Furio Camillo, Professor of Business Statistics at the Department of Statistical Sciences at the University of Bologna, who is in an ongoing collaboration with the National Conservatory of Arts and Crafts (CNAM) in Paris and the University of Tennessee. He has authored more than 60 scientific publications, participated in more than 300 projects with Data Analyis activities applied to economic or social problems

Mondadori Media, the leading Italian multimedia publisher on social media and in the digital world involving Gen Z, was the protagonist with the stage “ReGENERATION from Z to Alpha” in the Vision Arena of the IAB Forum 2023, the main event in Italy dedicated to digital innovation, which was held in Milan on November 8 and 9. Building on its experience of social and new generation issues, Mondadori Media took advantage of the valuable setting provided by IAB Forum to announce two great new products dedicated to Gen Z: Webboh Lab and Z Power.

Webboh Labis the first permanent digital observatory of Gen Z, which gives back to the world the authentic photograph of this new generation: a privileged vantage point to know up close and in real time the thoughts, opinions, expectations and interests of young people, thanks to the centrality of Webboh, the first Italian community dedicated to Gen Z, and the authority of the Istituto di Ricerca Sylla.

In less than 48 hours, 24,000 teens between the ages of 12 and 20 responded to the first instant survey launched in community stories on Instagram. The results showed – as professor Furio Camillo, Professor of Business Statistics at the University of Bologna and Sylla’s Scientific Director, had the opportunity to illustrate – that Generation Z is not a monolith, but is made up of five profiles of social media users: Meme Maestro, comprising 40% of young people surveyed, Creative Explorer (18%), Like Lover (17%), Social Soul (14%), and Digital Dreamer (11%).

The “Meme Master” uses social media through entertainment and virality, while the other four clusters use the platforms for more value-based purposes, such as exploring interests, promoting social causes, obtaining support and sharing their creativity. Another piece of evidence that emerged debunks  the belief that young people without social media are  lonely: when asked to imagine a world without social media, the fear of loneliness scored 4.3 – on a scale where 1 equals “not at all” and 10 equals “maximum” – and is one of the last most important markers (the highest marks were obtained by “I would be bored” and “I would do more sport”). A further interesting result shows that, in a world without social media, the younger generation would miss WhatsApp and Instagram, followed by TikTok and YouTube, while they would not miss Facebook, in the last position behind Twitch, Discord, and X. To learn more about all the results of the survey and the survey possibilities offered by Webboh Lab, visit webbohlab.it.

There are also important news about Power Talent Agency. Z Power is the new agency’s spin-off dedicated to young talents who relate to Gen Z and with whom they share values and themes. A roster of ordinary young creators who speak about what they believe in, including ACapoDelGlobo (aka Giulia Berettini), Ella’s Book, Webboh talents as Claudia Mariani, Arianna Madonna and Christian Candela, and so many others. Z Power aims to create a bond between creators and brands that want to connect with their audiences, creating an ecosystem of mutual collaboration and growth. Its launch enriches Mondadori Media’s proposal for communicating the world of the younger generation, thanks in part to synergies with the Webboh publishing brand.

The IAB Forum 2023 hosted, among others, the plenary panel titled “Generazioni e Rigenerazioni,” an inspirational moment held by IAB Italia President Carlo Noseda and Andrea Santagata, Managing Director of Mondadori Media Area Digital and Polo MarTec. The panel was focused not only on digital evolution in the last 20 years but also on future and its applications, starting with AI.

On the same stage Benedetta De Luca, Disability Advocacy, Gender & Inclusion Editor for The Wom and creator of Power Talent Agency, attended too. She addressed the theme of inclusion within the world of communication together with Martina Fuga, Communications Manager of CoorDown, and Nicola Acampora founder of PizzAut.

Mondadori Media enlivened the Vision Arena with a rich schedule and many guests with the moderation of Giampaolo Colletti, journalist contributor to Il Sole24Ore and StartupItalia Director: 25 professionals in this sector, 65% of them women, delved into topics related to the new generations, such as communication strategies (thanks to the intervention of media and advertising agencies Open Influence, Ogilvy, Omnicom Media Group and Dentsu Creative) and the evolution of trends, thanks to the intervention of the main social platforms such as Meta, TikTok and YouTube. The values and creativity that characterize Gen Z with panels by The Wom and Webboh were outlined too.

During the two intense days of IAB Forum 2023, there were many workshops signed by Mondadori Media: in the first one, “The Social Big Opportunity,” Andrea Santagata presented Mondadori Media’s development strategy and, in the second one, Edoardo Rettori, Sales Account Manager of AdKaora, and Betty Lasjuilliarias, Digital & Omni-Channel Manager of Alcon, illustrated the successful case study for the Alcon brand thanks to the new Impact Video format of AdKaora.

You can view the full program at this link.

Mondadori Media is Italy’s leading multimedia publisher, with a distinctive positioning and audience on the editorial market. Through its brands, the Mondadori Group’s social multimedia company caters for the passions of the Italians – food, beauty, fashion, health and wellness, science and tech – and reaches more than 26 million unique users every month (source: Audiweb Jan-Aug 2023) and a total fanbase of 100 million (source: Comscore Shareablee + Pinterest insight October 2023).

Webboh is the flagship media of Gen-Z. Founded in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase between TikTok, Instagram and YouTube of 3 million users of which 70% are under the age of 24, a website of 2.5 million monthly unique users (source: Audiweb Average Month 2023) . It is in the top ten most influential Italian media on social, as well as the first in target generation Z for engagement and video views (source: Top Italian Media Rankings of Prima Comunicazione made by Sensemakers). The topicality, authenticity and interest aroused by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Power Talent Agency is Mondadori Media’s agency that manages a roster of talents with different artistic paths. The variety of profiles makes Power a unique reality in the Italian digital world, in which the talent of influencers and creators is transformed into value for brands, reaching over 30 million video views per month.The projects developed can also benefit from integration opportunities with Mondadori Media brands, from The Wom to Mypersonaltrainer to Webboh, for the creation of content with a strong impact in message, language and style. The goal is to create authentic stories for all target segments, especially for the genZ and young millennialZ public.