Luxury magazines and high-end lifestyle publications are often the preferred choices for luxury advertisers to target an affluent audience with premium advertising campaigns online. Below are a curated list of magazines least sought-after among marketing professionals, but allowing marketers to tap into ultra-high-net-worth individuals (UHNWIs) as well as aspiring professionals and upcoming affluent Millennials and Generation Z readers.
- American Express Centurion and Departures
Crafted exclusively for the Centurion and Platinum Card members — the most premium Cardmembers of American Express, representing a total net worth of over $25 trillion across the globe, the Centurion and Departure Magazines curates independent editorial revealing first-class recommendations for a way of life that soars far above the ordinary, particularly topics on style and jewellery, next travel destination or investment opportunity for readers. Speaking of the audience profile, the average age is 52 years old owning around 6 properties with 14 leisure trips per year. These publications are most effective for tapping into the high-net-worth-individual whom we can rarely reach through traditional mass media. Segmenting the cardholders in terms of their spending will even be more effective.
2. New York Times Shi
Nowadays it’s no secret that the China saw the number of ultra-wealthy individuals rise the fastest globally in 2020. These tycoons reportedly has the combined wealth of $4 trillion, with the spending habit of snapping up designer-label goods by the dozen and dropping hundreds of thousands of dollars in single shopping spree. While they frequent in luxury hotels, travel lounges, members’ club, the New York Times Shi Lifestyle Magazine connected with these contemporary affluent Chinese traveler with unique experiences, unsung stories and unexpected perspectives from around the world. With over 60,000 copies circulated across Asia and a cross-platform online extension, advertisers have the opportunity to connect not just through traditional ads like print ad but also more deeply reinforce the message through high-quality content that is bespoke to the brand.
3. Wall Street Journal + (WSJ +)
The WSJ + is a membership program exclusively for subscribers, as a complimentary addition to their paid subscription. Members, classified as young, affluent and business influencers with an average annual personal income of USD $450k, will be entitled to exclusive savings on products and be welcomed to invitation-only experiences tailored to your interests — including wine, fitness, tech and travel trips on sought-after destinations. It’s certainly a leading business platform to outreach the audience profile of C-suite and business decision maker with an average liquid assets of US $1.6 mil. Crafting unique activities and packaging the experience as exclusive will be on the lookout for WSJ+.
4. Tatler Asia
Branded as the most coveted luxury lifestyle brand in Asia and the leading platform to connect with Asia’s most influential, the Tatler Brand is no stranger to luxury advertisers. The Tatler audience in general are influential in shaping Asian culture and society, educated and well-travelled for special experiences, looking for inspirations on culture, society, discovery on new experiences. Advertising opportunities are diverse and often tailored to advertisers with a 360-branded content solutions from events management to content creation, needless to mention their promising reach and engagement on print and digital. Worth to mention is the newly launched initiatives of Tatler House — A luxurious and intimate space for brand activations, and VIP events.
5. Private Membership Club
Apart from upscale society magazines as listed above, open up the advertising opportunities to some of the most exclusive private members’ clubs which houses elitist, tycoons from the high society whose membership is strictly by invitation and bounded by the most expensive membership fee and even astringent screening process. To list some of the examples in Hong Kong, Aberdeen Marina Club, Royal Hong Kong Yacht Club, Asia’s Bankers Club. Brand advertisers can be creative in the partnership with the objective of tapping into the members with experiential activities, coupled with maximum exposure on sales offer and brand content through omni-channels.
Growing your brand presence among the right audience will bring the most out of your marketing budget. Well, but understanding your customers should always be a priority before deciding which luxury publications to advertise with.
