In 2013, Mondadori set up the Digital Innovation area, a team of highly experienced professionals from across all the Group’s businesses, with two main objectives: on the one hand, to accelerate growth in the digital market for the existing magazines, books and retail businesses, and, on the other, to identify new opportunities for business development, also through external opportunities, such as, the acquisition of the brand and assets of Anobii (in March 2014), the global platform dedicated to books with more than 1,000,000 users worldwide and 300,000 in Italy; or the acquisition of 75% of Kiver (in December 2014), a marketing agency specialized in the development of digital initiatives, branding and interactive advertising.
The area is coordinated by Federico Rampolla, a strategic consultant with extensive experience in digital marketing, reporting directly to the chief executive.
At the same time, Mondadori has embarked on a path of transformation involving the entire organisation, with both an external, in terms of final products, and internal, i.e. structural focus. The fact is that digital products are no longer seen as a reinterpretation of existing print products, but products that are independently created and/or integrated with existing versions.
The aim is to enable the company to think “digitally”, both in its organisational processes and daily activities, as well as in the early stages of the development of new products, enabling it to respond dynamically to changes in the market.
Consistent with the cross-functional approach within the Group, revenues from digital activities are attributed to the various business areas: Books and Magazines Italy, for publishing, e-books, properties, subscriptions and online advertising; Mondadori Retail for e-commerce activities, conducted through the mondadoristore.it site and online bookclubs; Corporate and other business for diversification and investment activities in support of the business, applications, CRM and Cemit Interactive Media, the Group’s direct marketing and CRM company.