Serbia Welcome to the red carpet
magazine
by
Milica Milić
Head of Corporate Communications & PR Color Press Group .
Europe was delighted to embrace and came to love the concept of the magazine; the first UK edition was started in 1988, and it was the first licensed edition of “Hola” – Hello! magazine. Positive attitude, highlighted emotions and professional ethics could not have gone unnoticed, so it is hardly surprising that Hello! is today published in 12 countries. Apart from Spain and the United Kingdom, Hello! is published in Greece, Malaysia, India, Russia, Turkey, Thailand, Near East, Mexico, Canada, and since July 2007, Serbia. Lady D loved Hello! magazine and every time she appeared on the cover, a few hours later, no copies could be found on the newsstands. The first photos of the wedding of Prince Ranier and Grace Kelly were published by Hola!, and at that point the magazine became a privileged follower and a member of the high society. The issue that featured wedding pictures of Prince Felipe and Doña Letitia on the cover was sold in 2,000,000 copies. Publishing house “Color Press Group”, with headquarters in Novi Sad and with more than 80 titles, managed to launch Hello! magazine as the most popular magazine which deals with exclusive stories and news about public figures on a relatively small Serbian market. Weddings of the most popular Serbian celebrities, birth of their children and the look of their homes have most frequently appeared in our magazine. The first family photos of the most famous acting couple Angelina Jolie and Brad Pitt were published in People magazine in the US, and the rest of the world saw them in Hello! magazine. While readers across the world were enjoying this mega popular story, readers in the Balkans were presented with the same opportunity, thanks to Color Press Group company. The exclusive right to publish the photographs was granted to Hello! magazine after it had donated 11 million dollars to Jolie-Pitt Foundation, and the money was given to charity. Last August, the issue with the twins of Angelina Jolie and Brad Pitt was read by 109,809 Serbian citizens, and at the beginning of 2009, Hello! has beaten its own record again. Rating of the first issue in January with Svetlana Raznatovic on the cover was 112,311 (source: Strategic Marketing). The research was carried 18
When in 1944, Doña Mercedes and Don Antonio Sánchez Gómez, in their loving, modest home, dreamed about their own magazine, little did they think that their dream come true would one day be the most prestigious brand in the world. Today, royal families and world-famous stars choose “Hola” magazine to commemorate the most important, intimate, gentle and sometimes the saddest moments of their life. Spanish “Hola” has set up the highest standards for itself and its readers with respect to the quality of the magazine, brand’s visual identity, news updates, exclusivity and refinement of the photographs. The success has never diminished tradition, love and respect within the Sanchez family, but they have only become more united in their effort to justify the trust bestowed upon them by their growing readership year after year.
out on the sample of 1,503 citizens of Serbia without Kosovo, which is representative of 5,395,376 citizens between 12 and 65 years of age. Hello! is a magazine about celebrities; it tries to arouse positive feelings in readers by publishing texts, photographs and stories from celebrities’ everyday life, and thus making the life of a star more familiar to an “ordinary” man or woman. Apart from domestic public figures, Serbian issue of Hello! pays special attention to the international stars, primarily thanks to the exclusive publishing rights for the photographs which have been taken on numerous jet set parties across the globe. This “diary” of the life of kings, princesses and princes and the biggest stars is published on glossy paper, features top quality photographs and is oriented towards nicer things in life. After Color Press Group had obtained the license of Hello! magazine, magazine central in Spain organized the first publishers conference. Hotel “Hisperia” in Madrid hosted the representatives of all the licensed editions, who had the opportunity to meet each other, socialize, share their experiences and discuss differences in market and economy of the countries which publish Hello! magazine. Conference was opened by Eduardo Sanchez Junco, son of the originators of Hola, and for the next few days, issues such as magazine concept, editorial policy, journalistic responsibility and marketing challenges were discussed within special workshops. Gala dinner party was organized at the roof of Tyssen Borhemizza museum, and the participants of the Hello! conference were able to browse its treasures during the private visit to the museum. Prizes for the most successful projects and for the most exclusive stories of the licensed issues were also awarded at the gala dinner party. Teams from 12 countries received exclusive “Loewe” handbags and journals to remind them as often as possible of the lovely visit to Madrid.
Although it is one of the most recent magazines at the Serbian market, Hello! has an outstanding global reputation. In perfect wrapping, with the subjects which deal with the life of rich and famous, it is attractive to the educated elite with an above average income. Launch party for the Serbian edition of the magazine was organized at the White Court in Belgrade on July 19, 2007. It was hosted by His Royal Highness, heir to the throne, Aleksandar II, Her Royal Highness Princess Katarina and Prince Aleksandar. One of the topics at the party was raising the awareness of women in their fight against cervical cancer. This event was attended by the representatives of the Serbian government, diplomatic corps, Belgrade municipality, academic society, members of the Crown’s Advisory Board and Royal Medical Board, directors and representatives of the leading banks, companies and international organizations in Serbia, many public figures, as well as great benefactors, humanitarian activists and associates of Princess Katarina Foundation. Heir to the throne, Prince Aleksandar, on behalf of the royal family, wished everyone a warm welcome to the White Court and thanked Color Press Group company. Robert Coban addressed the guests on behalf of the employees of Color Press Group and the editorial office of Hello! magazine. He pointed out that he was particularly proud of the fact that Serbia was the first country in the Eastern Europe (with exception of Russia) that has obtained a license for Hello! Hello! magazine creates fabulous and touching emotions that connect people of different cultures, skin colour, upbringing and experience, but who share the same vision and belief in a single brand and idea which, although strong and incredibly successful, continues to create and discover beauty, exclusivity, prestige and glamour. PROPR autumn_winter 2009.
The greatest magazine publisher in the region
www.lepotaizdravlje.rs The first women’s lifestyle Web portal in Serbia
www.svet.rs The most-read showbiz Web portal in Serbia
“Color Press Group” publishes 84 magazines in Serbia and the region, with an average monthly circulation of 2.500.000 copies sold www.color.rs PROPR autumn_winter 2009.
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