1� PROPR autumn_winter 2009.

Serbiawelcome to tHe red carpet

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 wo-uld one day be tHe most prestigious brand in tHe world. today, royal families and world-famo-

us 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 re-aders 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 wi-tHin tHe sancHez family, but tHey Have only become more united in tHeir effort to Justify tHe trust be-stowed upon tHem by tHeir growing readersHip year after year.

Europe was delighted to embrace and came to lo-ve the concept of the magazine; the first UK edi-tion was started in 1988, and it was the first licen-sed edition of “Hola” – Hello! magazine. Positi-ve attitude, highlighted emotions and professional ethics could not have gone unnoticed, so it is har-dly surprising that Hello! is today published in 12 countries. Apart from Spain and the United King-dom, Hello! is published in Greece, Malaysia, In-dia, 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 co-pies could be found on the newsstands. The first photos of the wedding of Prince Ranier and Gra-ce Kelly were published by Hola!, and at that po-int the magazine became a privileged follower and a member of the high society. The issue that fea-tured wedding pictures of Prince Felipe and Doña Letitia on the cover was sold in 2,000,000 copies.Publishing house “Color Press Group”, with he-adquarters in Novi Sad and with more than 80 ti-tles, managed to launch Hello! magazine as the most popular magazine which deals with exclusi-ve stories and news about public figures on a rela-tively 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 oppor-tunity, 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 be-ginning of 2009, Hello! has beaten its own record again. Rating of the first issue in January with Sve-tlana Raznatovic on the cover was 112,311 (sour-ce: Strategic Marketing). The research was carried

out on the sample of 1,503 citizens of Serbia wit-hout 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 celebriti-es’ 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 internatio-nal stars, primarily thanks to the exclusive publis-hing rights for the photographs which have been taken on numerous jet set parties across the glo-be. This “diary” of the life of kings, princesses and princes and the biggest stars is published on glo-ssy 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 or-ganized the first publishers conference. Hotel “His-peria” 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. Con-ference was opened by Eduardo Sanchez Junco, son of the originators of Hola, and for the next few days, issues such as magazine concept, editorial po-licy, journalistic responsibility and marketing chall-enges 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 magazi-nes at the Serbian market, Hello! has an outstan-ding global reputation. In perfect wrapping, with the subjects which deal with the life of rich and fa-mous, it is attractive to the educated elite with an above average income. Launch party for the Ser-bian 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 Ka-tarina 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 go-vernment, diplomatic corps, Belgrade municipali-ty, academic society, members of the Crown’s Ad-visory Board and Royal Medical Board, directors and representatives of the leading banks, com-panies 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 wel-come to the White Court and thanked Color Pre-ss Group company.Robert Coban addressed the guests on behalf of the employees of Color Press Group and the edi-torial office of Hello! magazine. He pointed out that he was particularly proud of the fact that Ser-bia was the first country in the Eastern Europe (with exception of Russia) that has obtained a li-cense for Hello!Hello! magazine creates fabulous and touching emotions that connect people of different cultu-res, skin colour, upbringing and experience, but who share the same vision and belief in a single brand and idea which, although strong and incre-dibly successful, continues to create and discover beauty, exclusivity, prestige and glamour.

magazine by Milica Milić Head of Corporate Communications & PR

Color Press Group

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1�PROPR autumn_winter 2009.

Serbia

magazine The greatest magazine publisher in the region

“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

www.lepotaizdravlje.rsThe first women’s lifestyle Web portal

in Serbia

www.svet.rsThe most-read showbiz Web portal

in Serbia