D Magazine - A Revolutionary Perspective on Fashion, Beauty, and Culture

1. October 2011

2. REVOLUTIONARY AS USUAL

3. THE EDITOR-IN-CHIEF “ • For some reason it happens sometimes: you enter a place and feel at home. • It’s all about a certain perspective, a light around, a special atmosphere, energy, ideas, feelings and emotions. • This is true for magazines as well, and if you are reading these lines, you’re certainly aware of what I am talking about. “ Cristina Guarinelli A degree in philosophy, she has been working for Marie Claire since 1989. In 2002 she became vice editor-in-chief of the magazine and in 2009 she joined Espresso Group to head D. She’s an opinionist and takes part in forums and conferences about women.

4. REVOLUTIONARY AS USUAL May 21 1996: launch by editor-in-chief Daniela Hamaui D has always offered an editorial mix consistent with needs of an ever-changing woman. 14 years ago Fabien Baron and Joel Berg (formerly at Bazaar and Allure) created an elegant, avantgarde design for D that lasted for all this time, despite the continuous restylings of the competitors. • This graphic layout and the excellent and innovative paper quality have made a trendsetter of D for one and a half decade. • Mat paper and inks have become a distinctive sign and have been copied by dozens of other titles. March 12 2002: new editor-in-chief Kicca Menoni In 2010 D evolved further and it is now closer to the reader thanks to a more communicative mood. D’s current visual project is once again signed by Joel Berg: a contemporary interpretation of elegance and style, where the cover becomes a portrait. Feb 13 2010: new editor-in-chief Cristina Guarinelli

5. THE NEW CONTRIBUTORS In 2010 some new journalists from Repubblica joined as well as others from different milieus, thus bringing along a new perspective, a different cultural background, a new taste for irony. D gets richer in stimuli and tones. Elasti (the nickname of very rigorous Reuter’s journalist) has a secret life as blogger (www.nonsolomamma.com) and signs a column in D: Appunti & divagazioni di una (non solo) mamma Giampaolo Visetti (Repubblica reporter in China) writes Piccole storie cinesi Giacomo Papi deals with what is absolutely out of fashion in Cose che non vanno più di moda Guia Soncini: in her column Affacciati alla finestra, amore mio takes inspiration from a song to talk about men and women

6. EARLY PAGES • New pages have enriched the early section of D in 2010: • D asks questions: D opens with 13 witty, bizarre questions with no answer. And this, before the first editorial page of the magazine. • D asks questions to: some questions on various subjects asked to politicians, actors, celebrities, fashion designers… • Cultural striptease: interviews to celebrities about their cultural habits • D in the body: celebrities talk about the relation with their body

7. NEWS • From the very beginning D has broken the rules of the classic women magazine format: it has always been rather a newsmagazine for women, hosting the best signatures of Repubblica and appealing to men as well, why not? • It invented a new way of treating and balancing the varied aspects of life, the cheerful and the unpleasant ones, the frivolous and the serious ones, personal and social issues, fashion and news. • A lot of space has always been devoted to news from the world: a very open-minded, international perspective, a lively interest in science and technology, a special taste for art and culture. It addresses readers who are eager to build their own opinions and to be informed about everything that goes beyond the usual themes of women magazines. • Each main theme is developed from different angles: interviews, tales, opinions, dossiers. • More impact is now given to photographic reportages: more care in titles and captions to involve the readers more deeply.

8. FASHION • D has always been very innovative in the way it treated fashion: it has reinvented style, finding new paths, unveiling secrets, surprising the readers... with an avantgarde, highly cultivated vision. • D does not mean to teach how one should dress or what one should buy and mix: its purpose is to evoke atmospheres, to suggest a certain taste, to convey impressions. • The fashion section remains the “heart” of the magazine. • Every now and then this section hosts shootings featuring celebrities and ordinary people, in a sophisticated game where fashion and real life intermingle.

9. BEAUTY • The way D deals with beauty is inspired by the idea of “beauty culture”: interest for wellness, attention to research and innovation in cosmetics. D’s approach is very different from the orientation of most magazines that tend to provide the readers with practical suggestions only. • Photography really matters in the beauty section of the D: evocative images and sophisticated still- life pictures replace the common images of packagings and bottles.

10. FEEL GOOD! • The wellness section has become a regular section • The section is composed of one main theme and several columns (psychology, news, pros and cons, practical suggestions,…). DESIGN D’s approach to home decoration is mainly aesthetic: luxury, but also eccentric or bizarre settings and flats equipped with the latest technology. The interest of the magazine for this theme is proved by the creation in 1997 of a bimonthly entirely devoted to this subject: D Casa. The new D has broadened the perspective: cosier atmospheres and more “everyday” homes are now more frequently portrayed.

11. HAPPY FOOD • The new Food section gives more room to classic and traditional cooking. • Marilena Malinverni selects a dish, explains why she has chosen it and describes the recipe. • Every week this section hosts also a column devoted to restaurants and chefs with reviews and comments. • Every now and then D’s cooking section finds inspiration from books or other countries’ cooking style. • Food shooting is also refined and accurate.

12. ON THE WEB New women's portal The first site living on women’s emotions A unique innovative project. All editorial contents are classified into 5 specific emotional moods: ENERGY, ESCAPISM, STRENGTH, LIGHTNESS, FEELINGS A simple click changes the site and offers the user the topics that suit her emotional needs best. Elegant and sophisticated,entirely devoted to women and particularly to dynamic, intelligent, smart, self-confident , ambitious and successful women that have a distinctive taste. Monthly traffic 1.7 million unique users 33 million page views Source: Audiweb June 2011

13. KEY FACTS

14. KEY FACTS D is more than just a supplement: • 838.00 readers • 375.000 copies, the second highest circulation in this media segment • 90.000 copies more than Vanity Fair and more than twice as many in newsstands • Evenly distributed all over Italy • The highest reading frequency among women’s titles • Low duplication • Highly appreciated and read with the same or more attention than magazines on sale separately Sources: Audipress 2011.2, ADS Jul 10-Jun 11, Eurisko ah-hoc survey

15. CIRCULATION TREND CIRCULATION Io Donna 438.885 D shows an extremely stable circulation, while the competitors, with the sole exception of Vanity Fair, are much more variable or, in some cases, even declining. D 375.735 Vanity Fair 282.787 Grazia 206.402 Anna 184.952 2010 2011 Gioia 163.034 Source: ADS mobile average

16. TARGET GROUP

17. READERSHIP • A complex, cultivated women who takes part in what surrounds her, a global village without boundaries. • A self-confident women, secure and solid, active and able to play the innumerable roles required by today’s life. 55% belong to the active age classes (25-54 y.o.) 82% are college or high school educated 40% belong to AB+ Source: Audipress 2011.2

18. READERSHIP Believe accessories, griffes and stores are important Attentive to her image and to details Spend a lot on fashion 40% (188) Buy in luxury shops 15% (163) Own clothes by fashion designers 63% (162) Think accessories are important 73% (138) Take care of myself 77% (124) Interested in new cosmetic products 49% (134) Only use high quality products 54% (139) Has a healthy lifestyle Expresses her personality in home decoration Often eat on good restaurants 39% (230) Like to try new products 62% (137) Like exhotic cooking 55% (193) Buy new pieces every year 13% (258) Buy design pieces and objects 63% (170) Travelling is not only fun and relax, it’s also a way of enriching oneself Highly technological Have a PC at home 81% (157) Online at least one a week 66% (230) Buy online (last 3 months) 31% (451) Have a Wi-Fi connection 33% (283) Prefer touring 60% (155) Spend a lot 20% (120) Make long weekends 53% (242) Source: Eurisko Sinottica (in brackets affinity indeces)

19. READERSHIP High education and income, very active, qualified % A.I. Sex Men 25.0 52 Women 75.0 145 Age 14-24 8.4 66 25-34 13.5 93 35-44 19.0 102 45-54 22.6 135 over 55 36.4 97 Education University degree 36.9 361 High school 44.9 134 Secondary/primary 18.2 32 Social level Upper 9.1 402 Upper middle 31.2 269 Middle 59.6 69 Occupation Entrepr/executives 15.0 277 White collars 27.6 141 Teachers/journalists 7.2 305 Students 8.2 84 Housewives 9.7 62 Retired 23.6 98 Source: Audipress 2011.2

20. WOMEN READERS High status Active age classes AB+ upper/upper-middle class aged 25-54 comp.%A.I. comp.%A.I. D 59.1 123 VANITY FAIR 63.4 132 A/ANNA 62.6 130 GRAZIA 59.7 124 GIOIA 57.1 119 IO DONNA 52.8 110 D 42.1 336 IO DONNA 30.1 240 VANITY FAIR 21.6 173 A/ANNA 18.7 150 GRAZIA 16.0 128 GIOIA 11.7 94 High education Top occupation Executives - wh. collars teachers - intellectuals College/h.school comp.%A.I. comp.%A.I. D 83.7 198 IO DONNA 74.1 175 VANITY FAIR 65.2 154 A/ANNA 64.6 153 GRAZIA 54.7 129 GIOIA 46.2 109 D 46.5 236 IO DONNA 36.7 186 VANITY FAIR 31.7 161 A/ANNA 29.3 149 GRAZIA 25.4 129 GIOIA 20.9 106 Source: Audipress 2011.2 Base: women readers A.I. : 100 = average Italian female population

21. READING FREQUENCY D: the most loyal readers High frequency Medium Low 838.000 1.214.000 1.498.000 551.000 800.000 679.000 Sources: Audipress 2011.2 Base: total readers High frequency: 9-12 issues out of 12; Medium frequency: 4-8 issues out of 12; Low frequency: 1-3 issues out of 12

22. STRAIGHT TO THE POINT

23. QUALITY AND HARMONY • D’s attitude towards advertising has always been focussed on valorizing advertising communication and emphasizing creatives. • The advertising layout is personally taken care of by the editor-in-chief. • The final result is characterised by high quality and perfect harmony: advertising in D is perceived by the readers as perfectly integrated, an ideal complement of the editorial contents. Source: Eurisko ad-hoc survey

24. EVERY ISSUE IS A SPECIAL ONE • D devotes part of each issue to a special subjectin order to go deeper into the universe of women. • Not only fashion: many varied themes broaden the point of view of the magazine (beauty, design, travels, art, wedding, jewels, etc.) Sep 3 Kids’ wear – Jeans Sep 10 Underwear 1 – Accessories 1 Sep 17 Prêt-à-porter 1 – Jewels and watches Sep 24 Prêt-à-porter 2 – Hair care Oct 1 Prêt-à-porter 3 – Kids’ wear – D Casa (inside) Oct 8 Accessories 2 Oct 15 Men’s Women’s fashion - Jewels and watches Oct 22 Street style – Beauty and hair care Oct 29 D Casa (separated) Nov 5 Kids’ wear Nov 12 Underwear 2 – Snow fashion – Accessories Nov 19 Winter travels - Jewels and watches Nov 26 Advertising Reinterpretation – Hair Care - D Casa (inside) Dec 3 Jewels and watches – Kids’ section Dec 10 Perfumes – accessories Dec 17 Christmas – Evening dresses – Pre-collections

25. ADVERTISING / ADVERTORIALS D studied special positions and creative sizes D Promotion: allows clients to entirely delegate their communication to D which can make high quality advertorials

26. MORE CREATIVENESS • A wide choice of special products to give more strength to advertising communication. GATEFOLD REVERSE GATEFOLD

27. MORE CREATIVENESS • A wide choice of special products to give more strength to advertising communication. FRENCH WINDOW POP UP

28. MORE CREATIVENESS • A wide choice of special products to give more strength to advertising communication. VERTICAL GATEFOLD COVER POSTER

29. D IN STORE • Apartnership with an advertiser to celebrate and support the launch of a product, a line, a collection…. • Visibility off and online + in store presence. • An in-store promotion becomes an event thanks to the presence of D’s editorial staff on the spot.