2024

The Mondadori Group announces today that essential terms and conditions have been defined for the acquisition, by its subsidiary Mondadori Media, of 51% of the share capital of Waimea S.r.l., that holds all the intellectual property and economic exploitation rights pertaining to the image of Benedetta Rossi and Marco Gentili. Waimea is 97.9% owned by Benedetta Rossi and Marco Gentili (individually and through the company Maui Media) and 2.10% in equal amounts by Emiliano Messeni and Marco Iacobellis.

Benedetta Rossi is Italy’s best-known creator in the food & cooking sector. Her content creation activities range from the digital sphere – where she has a total social media fan base of over 17 million followers and 4 million unique monthly users of her website (Audiweb, May 2024) – to traditional media including, in particular, TV, where she has for many years starred in various programmes dedicated to cooking. Benedetta Rossi is also the most important cookbook author of recent years, with 9 books published with the Mondadori Group between 2016 and 2023, selling over 1.5 million copies in total.

As a result of this transaction, through the coordinated and synergistic management of activities linked to the Fatto in casa da Benedetta and GialloZafferano brands, the Mondadori Group intends to create the leading multimedia player in the food & cooking sector, both in digital and traditional media. The more than 87 million followers worldwide that Benedetta and GialloZafferano together will be able to reach will make them the world’s second most important social media operator in the food & cooking sector (internal processing of market data).

Antonio Porro, CEO of the Mondadori Group, commented: “Welcoming Benedetta Rossi and her brand into the perimeter of the Mondadori Group will allow us to achieve synergies on different levels: audience, content production and, more generally, know-how, particularly through a series of initiatives that will involve our different business areas. As a result of this acquisition, we are certain to become one of the leading global multimedia players in the food & cooking sector, an area of national pride”.

Benedetta Rossi commented: “We have been working with the publishing houses of the Mondadori Group for many years and have established a strong relationship of trust. Given Mondadori’s significant digital experience in the food sector, when with Marco we took the decision to strengthen our structure with a view to consolidating what we had achieved, and lay the foundations for a further development phase, it came naturally to think of the Mondadori Group as the best business and strategic partner”.

Future development will rest on the centrality of Benedetta Rossi as the person who can guarantee quality and reliability. The strategic partnership is also intended, through greater investment aimed at growing the company through which Benedetta currently operates, to broaden the media success already achieved in the food & cooking sector into new neighbouring sectors and towards new opportunities, even by diversifying the current business model.

The transaction involves the initial acquisition by Mondadori of 51% of the share capital of Waimea – whose revenues and EBITDA in 2023 amounted to € 4.5 million and € 2.7 million respectively – on terms that reflect an Enterprise Value (for 100% of the company) of € 13.5 million, on a cash&debt free basis. Consequently, the price, which will be paid in full in cash on the closing date, is € 6.9 million. The terms of the transaction also provide for a variable component (so-called earn-out) – to be defined on the basis of the results of the two-year period 2023-2024 and of the financial year 2026 – the value of which, also due a contractual “cap” mechanism, is expected to reach a total amount not exceeding € 3.2 million. Following the acquisition, the ownership structure of Waimea will see Mondadori Media holding 51% and Benedetta Rossi and Marco Gentili (through Maui Media) 49%.

The agreements signed also provide for put & call options on a further 19% stake in Waimea’s share capital (exercisable after the approval of the 2028 financial statements), the exercise terms/strike price of which are linked to Waimea’s performance (turnover and EBITDA) in 2028. Exercising these options would allow Mondadori Media to increase its stake in the company to 70%, while keeping Benedetta Rossi and Marco Gentili shareholders at 30%, consistent with the long-term strategic partnership established by the transaction.

Benedetta Rossi and Marco Gentili will remain directors with full autonomy in the management of the business. Advertising sales will continue to be managed by the advertising concessionaire Talks.
Finalisation of the offer documentation and closing of the transaction are expected to take place by the end of 2024 and will be promptly disclosed to the market.

Today, Alice Cairati takes up the position of Communications and Promotion Manager of the Piemme, Sperling & Kupfer and Electa publishing houses, reporting directly to General Manager Stefano Peccatori.

Born in Milan in 1984, she graduated from the University of Milan with honours in Philosophical Sciences. Cairati began her professional career with the Mondadori Group 13 years ago, at the Mondadori Electa publishing house. After three years of experience in marketing, she shifted to communications and events in 2014, before becoming Communications Manager for the Varia line of Mondadori Electa, Sperling & Kupfer, Piemme in 2019.

The new communications structure entrusted to Alice Cairati was designed to develop integrated communication plans, in which the press office, digital communications and promotion are coordinated strategically and effectively. In this respect, Cetta Leonardi is head of the Radio and TV Press and Promotion Office, Alessandro Ventura is head of the Digital Communications and Promotion Office, while Cairati remains responsible for the Events Office.

Mondadori Store, the largest network of bookshops in Italy, presents to the public its new concept of bookshop, located in the Campania Shopping Centre in Marcianise, the largest shopping centre in the region.

The inauguration and ribbon cutting will take place on Tuesday 16 July at 10:30 a.m.

This Mondadori Bookstore, in the Province of Caserta, offers entirely new spaces, layouts and furnishings that enhance and highlight the wide range of books available, as well as service that is increasingly attentive to the needs of every reader, providing a point of reference for all culture, reading and entertainment lovers.

‘We are happy to present the bookstore in Marcianise to the public in Campania, creating a true cultural reference point for the entire region. Today, the shop has a completely renewed layout and range, in line with our Mondadori Store format. This project is part of the strategy of continuous renewal, enhancement and development of our network of bookshops, once again confirming Mondadori Group’s commitment to spreading culture and promoting reading through strong outlets around Italy, from large cities to small towns,’ said Carmine Perna, Managing Director of Mondadori Retail.

The new point of sale, with an area of 1000 m², offers more welcoming spaces — bright, modern and innovative — that enhance and emphasise the vast product range of Mondadori Store: a catalogue of more than 25,000 titles — from best sellers to the great classics, including fiction, non-fiction and miscellaneous topics — e-readers, stationery products, gift boxes and gift cards. There is also a We are Junior area specifically designed for young readers. In this section, even the youngest readers can find a rich selection of books, illustrated fairy tales and educational games. The bookstore also houses a wide selection of comics and manga in the dedicated Just Comics department, with superhero comics and graphic novels. Finally, the bookstore works with the shopping centre to offer a rich calendar of events, meetings and signings with some of the best-known personalities in entertainment.

The Mondadori Bookstore in Marcianise also serves readers online: customers can keep up to date through the Facebook and Instagram pages. They will also be able to get in touch with the store through Mondadoristore.it digital services to check if a book is available, order it and pick it up in the store, choosing from a catalogue of over 1 million titles.

On Monday, 15 July at 3 p.m., Mondadori Bookstore | MA, the new eco-sustainable bookstore concept, will open to the public in Vigevano (PV) at the Il Ducale Shopping Centre.

With this new store – the second in Lombardy – the number of Mondadori Bookstore | MA stores in Italy rises to 12: innovative cultural hubs, dedicated to spreading culture and promoting reading and entertainment, while fully respecting sustainability.

The bookstore format is inspired by the Japanese philosophical concept of MA (間), “an undefined space between heaven and earth where man can empty his mind and nourish his soul”, said Antonio Serpe, Chief Retail Officer of the Mondadori Bookstore | MA Italia bookstores. The bookstore describes itself as a ‘young, green and smart’ space, where people can take a break and get away from the hustle and bustle of everyday life, devoting themselves to reading and getting in harmony with nature. A completely innovative way of understanding, promoting and doing culture.

The new Mondadori Bookstore | MA in Vigevano has an eco-friendly vibe, from the materials used for its construction — marine poplar, recycled iron and sustainable water-based paints — to the design itself — tall, curved furniture reminiscent of tree trunks, bonsai trees and sansevieria that personalises the 150 m² space. The store also offers more than 30,000 titles, from the great classics to best sellers, including fiction, non-fiction, detective stories and more. And that’s not forgetting the We are Junior department, which includes children’s books, educational games and illustrated fairy tales to stimulate little ones’ imagination; and the innovative Just Comics department dedicated to manga and comics for Generation Z. There is also a space dedicated to exhibitions and photo displays, which will host ‘L’ultima Luce’ (The Last Light) by artist Alessandro D’Amore for the opening, as well as a forum dedicated to events, ready to host presentations and signings, and, finally, a free reading zone.

Mondadori Store, the largest network of bookstores in Italy will inaugurate a new store in Rome on Saturday, 13 July, located in Via dei Prati Fiscali, close to the Montesacro district, one of the capital’s most well-known areas.

With this opening, the public will have a new interactive meeting place and a true cultural stronghold entirely dedicated to the world of books and entertainment, which will expand the already extensive network of Mondadori Bookstores in the area.

“This is the fourth bookstore I have opened in Rome with my children, after the ones in Torrevecchia, Boccea and Piazza Vittorio Emanuele, and of all of them, it’s the largest one with the most products. The aim is to create a meeting place for the many families and to therefore be a true cultural stronghold throughout the Rome area”, said Francesco Mari, Mondadori Store franchisee. “I have found the Mondadori Store to be network a key strategic partner to help encourage and promote cultural experiences such as book talks and events in bookstores, aimed at all the inhabitants of the area, but above all to collaborate synergistically with local schools, organising workshops exclusively dedicated to students”, Mari concludes.

The new bookstore covers 170 m² and offers a selection of 15,000 titles, from the great classics to best sellers, including fiction, non-fiction and miscellaneous. Special attention is paid to younger readers with the We are Junior format, which includes educational games and picture books to stimulate their imagination with the strangest stories, and the department dedicated to the manga and comics phenomenon Just Comic. There is also a permanent area dedicated exclusively to events. Areas dedicated to #BookTok, for the new generation of readers, local publishing, as well as stationery, toys, gift cards and gift boxes, also expand the store’s offer.

The Mondadori Bookstore in Prati also serves reads online: customers can get updates on the Instagram page. They will also be able to get in touch with the store through the Mondadoristore.it digital services to check if a book is available, order it and pick it up in the store, choosing from a catalogue of over 1 million titles.

Mondadori Store, Italy’s largest bookstore network, will inaugurate a new bookstore tomorrow in Termoli (CB) in Corso Umberto I, a central area of the city just a few steps from the railway station and the main square.

The store – led by a team of professional booksellers – expands the already extensive Mondadori Store network in the area, in line with the network’s strategy of spreading culture, encouraging reading and creating real centres dedicated to the world of books and entertainment.

“I am delighted to work on this project with the Mondadori Store network of bookstores, since we share the same goals: to develop places dedicated to culture, making it accessible to everyone and satisfying the tastes of an increasingly varied public”, said franchisee Antonio Verderame, who has now opened his twelfth bookshop after three other stores in Salerno and Pagani, Mercato San Severino, Cava de’ Tirreni, Castellabate, Manduria, Baronissi, Arezzo and Pontecagnano Faiano. “Furthermore, by focusing on the quality of the shopping experience, multi-channel services and events, we always put the needs of our customer-reader first”, the franchisee concluded.

The new bookstore covers 50 m² and offers a selection of around 5,000 titles, from the great classics to best sellers – including fiction, non-fiction and miscellaneous works – and that’s not forgetting early readers with the We are Junior format, which includes educational games and illustrated books to stimulate children’s imagination with the most fascinating stories, and the department dedicated to the phenomenon of manga and comics, Just Comic. Areas dedicated to #BookTok, for the new generation of readers, local publishing, as well as stationery, toys, gift cards and gift boxes, also expand the store’s offer. 

Il Mondadori Bookstore di Termoli also serves readers online: customers can be updated on all the activities and events planned through the Facebook and Instagram pages. They will also be able to get in touch with the store through the Mondadoristore.it digital services to check if a book is available, order it and pick it up in the store, choosing from a catalogue of over 1 million titles.

Building on the incredible participation in the first two editions, MypersonalTrainer Days, the event promoted by the City of Milan that turns the city into an ‘open-air gym’, is back again this year. This third edition, called More than Wellness, will be even more exciting and inclusive. The schedule contains hundreds of free activities open to the public for everyone interested in a healthy and active lifestyle, from fitness to sport, but also fitfood and beauty.

The MypersonalTrainer Days event held in September 2023 saw the participation of 10,000 people, 20 partners and 50 guests in more than 500 activities. This year, the aim is to further expand and diversify attendance through two days of fun for all fitness lovers, families and four-legged friends. The event will be held on Saturday 14 and Sunday 15 September 2024 at the Arco della Pace and across Piazza Sempione, a green area that the people from Milan have always dedicated to sport and moments of relaxation and well-being.

Top Novelties for the 2024 Edition

New this year is the Multisport Arena, a versatile and multifunctional area to test yourself in various sports, from more traditional ones such as tennis and volleyball to trendy activities, including korfball and floorball, as well as a minigames hub designed for all ages. The 2024 event will also feature surprise activities by MypersonalBeauty related to beauty, and the creation of a phytofood menu in partnership with Dazi Milano.

Workouts, Silent Fitness, Mypt Urban Walk and Talks with Guests and Experts

As for fitness, don’t miss out on the workouts, as well as the acclaimed Silent Fitness sessions. Also returning are the Mypt Urban Walk, the famous walk in Parco Sempione, and the climbing wall to practice free climbing, as well as 3-on-3 basketball for great competitions among friends. There will also be numerous indoor experiences, with a Talk Zone where special guests will be present for in-depth meetings and free medical consultations.

Opportunities for Brand Partners

Once again this year, there are many special opportunities in full synergy with Mediamond and its Special Initiatives team, Brand On Solutions, to present original and engaging projects to the market and individual brand partners. An advertising campaign was created for Mypersonaltrainer Days by the marketing agency Casiraghi Greco& across multiple media outlets: newspapers, DOOH communications, radio, magazines, and social and digital platforms. In particular, the various MypersonalTrainer social and web profiles will recount the details of all the steps in the event, activities and partners involved, from the teaser phase to non-stop coverage over the two days, ending with a follow-up dedicated to the most significant and exciting moments of the event.

Brand Partners Already on Board

Through concerted work with Brand On Solutions, specific presence and visibility paths were designed and studied with all the brand partners that have already joined the event. Main partners: Dicloreum Ice, Dorelan, DR Automobiles, Givova. Partners: Centro Diagnostico Italiano, Danacol, Garden Gourmet, Gold Collagen, Humanitas University and Rio Mare.

For information and updates: https://www.my-personaltrainer.it/myptdays

Mypersonaltrainer is Mondadori Media’s leading brand in the world of health, wellness, healthy and functional sports nutrition, with 14 million unique monthly users (source: Audiweb Total Digital Audience January 2024) and over 6 million followers on social media (source: Comscore Shareablee and Social Insights April 2024).

Great news for English language learners due to the ‘Oxford Test of English Advanced’, the new exam aimed at students wanting to certify their proficiency in English at an advanced level: levels B2 and C1 of the CEFR (Common European Framework of Reference for Languages).

This new test — developed by Oxford University Press (OUP), a leading publisher, and distributed in Italy exclusively by the educational publishing house Rizzoli Education — is the only language proficiency test accepted and certified by Oxford University.

According to a recent survey conducted by Oxford University Press, 91% of students prefer a test that is also valued in the job sector and by educational institutions. Such is the case with the ‘Oxford Test of English Advanced’, which is already recognised for admissions to postgraduate programmes at Oxford University.
Oxford University Press also extended its survey to English teachers, which revealed, in particular, that:

• 85% of respondents expect an increase in students interested in obtaining English certification in the next 12 months;
• 88% of teachers expect an increase in the importance of learning English in their country;
• more than 90% recognise the importance of English for both students’ employment and their personal and professional development.

The main features of the Oxford Test of English Advanced, which joins other English language proficiency examinations by Oxford University Press (Oxford Test of English and Oxford Test of English for Schools) are as follows:

• alignment with CEFR descriptors: developed following the latest versions of the descriptors in the CEFR Companion Volume, the test assesses the examinees’ actual skills, which are indispensable in academic and professional environments such as mediation and presentation;
• convenience: certification is fully online and available year round, for maximum flexibility;
• adaptation: the exam lasts approximately two hours and is adapted to the student’s reading and listening levels, minimising stress and providing an accurate reflection of English language proficiency. Like the other tests in the Oxford Test of English suite, it is not possible to fail: a result is always obtained.

Upon presentation of the ‘Oxford Test of English Advanced’ in Rome at an event organised by Oxford University Press in collaboration with the British Embassy and Rizzoli Education, Anthony Calanducci, Head of Italy at Oxford University Press English Language Teaching, said: ‘We are happy to present the Oxford Test of English Advanced, thus expanding our range of educational solutions for teachers and students. For students, the possibility of being assessed is an indispensable tool, as it provides an opportunity to demonstrate their level of English proficiency. With this new test, Oxford University Press provides a fast, flexible and reliable assessment tool, perfect for anyone wanting to prove their competence at a higher level (B2–C1). The Oxford Test of English Advanced helps to establish educational standards and benchmarks, ensuring that learning objectives are aligned with the desired outcomes. In essence, it is not only about measuring knowledge, but also about promoting growth, inspiring progress and improving the quality of education,’ Calanducci concluded.

Andrew Nye, Director of Assessment at Oxford University Press English Language Teaching, added: ‘Our English language proficiency tests are the result of years of rigorous research to ensure the highest standards in English language assessment. All levels of the Oxford Test of English have been designed and developed by OUP and a team of independent education, language and assessment experts. The process lasted several years, and great care was taken at each stage to ensure reliability, accuracy, alignment to the CEFR and quality.’ He continued: ‘This alignment with international standards implies the presence of mechanisms to ensure a high level of quality, such as the validation of test questions with different language groups to ensure that the questions are balanced and reliable. Our processes are also audited by Oxford University to ensure that they meet the highest testing standards,’Nye concluded.

Santiago Ruiz de Velasco, Director General of OUP English Language Teaching, emphasised: ‘I am delighted that we can now offer English language learners the opportunity to certify their skills with the world’s largest university publishing house, validating the months and years often patiently spent “finding the words”. As the most widely used language in international exchange, English allows people to participate in global conversations on the most pressing issues, from the climate crisis to social movements. I am proud of the fact that with the Oxford Test of English, we are helping students to demonstrate their advanced English proficiency, which can help them find job and education opportunities around the world, as well as express their opinions on topics of international importance,’ Santiago Ruiz de Velasco concluded.

Oxford University Press and Rizzoli Education

Part of the University of Oxford, a university par excellence in research, scholarship and education publishing worldwide, Oxford University Press (OUP) is the world’s largest university publisher, with the widest global presence: it publishes thousands of new publications each year, has offices in about fifty countries and employs around 5,000 clerical staff worldwide. It is known to millions of people through its varied publishing programme, which includes scholarly works in all academic disciplines, Bibles, music, school and university textbooks, children’s books, materials for teaching English as a foreign language, business books, dictionaries and academic journals.
Publications and new digital products by Oxford University Press (OUP) are distributed by Rizzoli Education exclusively for Italy. Rizzoli Education, Mondadori Group’s educational publishing house, operates in the sector on all levels of education, from primary to secondary school. For over 45 years, Oxford University Press and Rizzoli Education have supported quality education and training in Italy, preparing future generations for an increasingly interconnected and global world. This strong partnership involves millions of students in Italy with the supply of high-quality educational resources that support learning and growth.

On Friday, 12 July, Gen Z idols will be in Giulianova (TE), in Piazza del Mare, for the new edition of Webboh Fest, the summer music event organised by Webboh, the first community dedicated to Gen Z and Gen Alpha, followed by over 4 million followers on social networks.

An evening of music and fun, during which many artists will take turns on stage from 8 p.m., including Vyperr, the Spanish creator with almost 10 million followers on TikTok, whose hit song ‘Supersonico‘ is climbing all the Italian charts and who has chosen Webboh Fest in Giulianova for his first performance in Italy. Then there will be Chadia Rodriguez, rap music star, to keep things going with Il Rosso and Fubbe, Twitch idols, and many other singers who are popular on TikTok and YouTube, like Pucho, Luk3, Ascanio and Lorenz Simonetti. The favourite creators of Gen Z and Gen Alpha will also be there, like acapodelglobo, a creator from the Power Talent Agency roster with over 2.4 million followers and the newcomer of the year at the Webboh Awards 2024, and Giorgia and Alice Mordenti. At the end of the evening, fans can continue the fun with a DJ set by Matteo Robert, one of the most famous Gen Z TikTokers in Italy.

And it’s not only music: during the first evening of Webboh Fest, hosted by Andrea Prada, Webboh will also entertain the audience with challenges and lots of fun (free admission). Backstage access will be narrated by Stardust House creator Lisa Luchetta, star of Webboh Backstage Secrets Summer Tour, the format born from the collaboration between Webboh and DeAKids (Sky Channel 601). Lisa will interview the stars of the event and report on the tour with exclusive content: clips will be available on the TV channel’s social media. From the afternoon onwards you’ll also get to receive numbered gadgets, which will allow you to take part in a special draw that will give you access to Webboh Fest backstage and follow the entire event from a special location: the backstage area. Radio Bruno, a partner for the festival, will follow Webboh on its tour, revealing on stage in Giulianova what the most popular songs of summer 2024 are.

The event’s sponsor is essence, the famous cosmetics brand from cosnova Italy, which will be showcasing the products of the Spring Summer 2024 collection together with popular creator, acapodeglobo. In the plaza at the totem-station equipped with a mirror, you’ll be able to take ‘a selfie for a kissable summer’ and receive the iconic Juicy Bomb lip gloss, one of the most popular products among Gen Z and Gen Alpha.

For those unable to attend, highlights of the event will be posted on Webboh‘s Instagram and TikTok profile stories.

Webboh Fest: the fun continues!

After the stop in Giulianova, the most entertaining music tour of the summer will continue in Rimini on 3 August and in Mirandola (MO) on 6 September. Lots of events are planned, and there;ll be plenty of surprise guests, with unmissable performances, music and shows. Summer 2024 will be unforgettable for the Webbohcommunity who’ll be with its audience, in-person on the Internet and on social media.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb Last Quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for 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.

The Wom, Mondadori Media’s all-digital brand that has always supported the LGBTQIA+ community, told the story of Milano Pride this year through numerous editorial initiatives.

Speaking for diversity and inclusion since its inception in 2022, the innovative social media and web magazine – with a total fanbase of more than 9 million followers – is dedicated to Gen Z and young millennials, generations for whom uniqueness is a strength and value that enriches themselves and others, going beyond labels. Through its editorial products, The Wom promotes a culture that affirms the free expression of personality through inclusive content and language, addressing key issues for younger generations, such as gender equality, self-acceptance and sustainability.

The Wom Loves Pride, the brand’s values in the squares of Milan

On Saturday 29 June, The Wom and its community celebrated Milano Pride, an annual event and benchmark for anyone wishing to promote the values of inclusion, acceptance, personal well-being and respect for others.

The Wom team – equipped with the environmentally friendly ‘The Wom Loves Pride’ cargo bike – engaged numerous participants from the very beginning of the parade in Via Vittor Pisani for an Ask&Tell session to raise awareness, support and spread Pride values.
A large number of people stopped by to answer questions posed by Noemi David, trend editor of The Wom, and share their experiences and support for those who advocate for social issues in the city and beyond. Many topics were covered, from the values celebrated by Pride events around the world to historical milestones that have marked the evolution of civil rights in recent years.

Interaction with participants also occurred through challenging quizzes on the world of LGBTQIA+, which led to IG stories in the style of a ‘challenge’, a real video reportage in the field.

Web and social media coverage for rainbow-themed storytelling

In addition to the favourable reception and ‘live’ participation, the success of the initiatives by The Wom was also reflected in the numbers. The numerous content items produced in recent months to inform and build anticipation for Pride, together with live coverage on the ground in June and subsidies from artists and public figures that support the values espoused by the brand – the social media interview given by Ariete, a singer and activist, is just one example – allowed the brand to achieve remarkable results in terms of traffic and engagement.

Through these initiatives, the content created and published in the last few days on Instagram and TikTok brought the brand a total of 3 million video views.

‘We are proud to contribute to a more colourful world. Together, with everyone’s work every day, we can make a difference in making our communities open and truly inclusive,’ says Daniela Cerrato, Digital Marketing Director at Mondadori Media. ‘This year, for the first time, we decided to continue to interact with our large fanbase and make the awareness-raising journey we have undertaken even richer, going far beyond the confines of Pride and social media.

Pride in EveryBody: The Wom for Virgin Active

To celebrate Pride month, The Wom also contributed as media partner to the Virgin Active Pride in Every Body event last Tuesday, 25 June. A talk led and moderated by Valentina Lonati, culture editor of The Wom, celebrated uniqueness in all its forms. The talk was attended by personalities from the LBGTQIA+ world such as Muriel de Gennaro, Giada Buldrini and Serena Galassi from the 2 mamme e 3 figli account, and the YouTuber and presenter Guglielmo Scilla. They talked about caring for one’s body and the way in which this can become a means of loving and accepting oneself, a philosophy that is at the heart of the values promoted by Virgin Active and The Wom. The message was also amplified through a video interview on Instagram with the three participants.

The project was realised in full synergy with Mediamond and its Brand On Solutions structure.

The Wom is an all-digital, social-first media brand dedicated to Millennials and Gen Z, a generation that views uniqueness as a strength and a value that enriches themselves and others. The Wom is a benchmark for younger generations on TikTok and Instagram, with a total fanbase of 9 million followers (source: Comscore Shareablee and Social Insights February 2024) and 10 million unique users on the Internet (Audiweb Total Digital Audience February 2024). The Wom Beauty: the first vertical channel dedicated to cosmetics for the young generation, under 35, Instagram and TikTok first with 1.2 million followers.