Despite what you might hear about the economy, publishing, and the trying lives of the wealthy, it's boom times out there in the arena of glossy print magazines for the rich! There are no less than four new magazines offering a range of content for the 1 percent-ish, from Scene, which launches this week and merits an article in today's New York Times, to a new offering from the chronicler of havens for the rich, Jason Binn. But with the glut of options, how do you choose which one is right for you? Never fear. We've done the work for you.
Editor: Peter Davis, 44, "a man about town," a Mortimer.
Philosophy: Socialites can be anyone now -- this is "a new version of the New York money-ocracy." It's not like it used to be: "If you were uptown, you were in a blue blazer, swilling champagne," Davis explains. “If you were downtown, you had a mohawk and combat books and hung out at Save the Robots. Now, I think society is all over New York. It includes rap stars and basketball stars, as well as the usual socialites.” Think: a hipper Avenue.
On a recent cover: Elettra Wiedemann, "the model, daughter of Isabella Rossellini and, perhaps most important, a social presence uptown and downtown."
Inside: Articles on Rita Hayworth's grandson and Princess Yasmin Aga Khan's son Andrew Embiricos, who died in December (authorities suspect suicide); Davis' own tale of running a numbers racket as a fifth grader at the Buckley School.
Ideal reader: Baby Mortimers and those who aspire to marry them
Bankrolled by: Jared Kushner
Editor: Vince Bielski, editor of the Wealth section of Bloomberg Markets.
Philosophy: "The stories in Pursuits are about people who live just like they invest - with a lot of passion and verve."
On a recent cover: Man, Ferraris. Sidebar: Artisan watches.
Inside: Tales of rich men doing rich things, like redesigning Ferraris to make them faster, nearly dying in yacht races, and tending to their vineyards in the Bordeaux.
Ideal reader: Rich people who like to read about rich men doing rich things, or 38-year-old men with household incomes of $452,000 who "don't read other magazines" and only read Bloomberg. But, who are also discreet! Said "company spokesman, Drew Kerr: “It’s a very closed audience. Pursuits is poly-bagged with Bloomberg Markets so it’s not like we’re flaunting Ferraris on newsstands.”
Bankrolled by: Bloomberg
Managing Editor: Jim Impoco, executive editor of Thomson Reuters Digital
Philosophy: "It was really a proof-of-concept exercise," Impoco told Joe Pompeo and Tom McGeveran of Capital New York. "Can we do a print product as part of our consumer-facing push, one that takes advantage of our great photography and new and old stars?"
On a recent cover: Illustration of Davos-type people skiing.
Inside: "The View from Davos," "The Haves Vs. the Have Lots," Jack Schafer on WikiLeaks
Ideal reader: Attendees of this year's World Economic Forum; Yvette Kantrow of The Deal writes it's "unabashedly for the Davos set." ("There's a possibility of another issue for sure," said Impoco.)
Bankrolled by: Reuters
Du Jour Magazine
Editor: Jason Binn, "founder of luxury magazines like Hamptons, Ocean Drive, Gotham, and Aspen Peak, and a chief adviser of the Gilt Groupe, which offers online bargains on luxury goods."
Philosophy: More exclusive than you are, but philanthropic, too. Must love shopping.
On a recent cover: TK; it's expected in the fall. (That's Beyonce, of course, on the prototype.)
Inside: Probably, assorted local content on New York, L.A., D.C., San Francisco, Jackson Hole, Martha's Vineyard, et al. Coverage of "the worlds of fashion, travel, fine dining, gourmet, beauty, night life, jewelry, accessories, watches, art, entertainment, business, culture, home, real estate, entertaining, health, spirits, beverages, technology, finance, sports, politics and the lifestyle that ties these categories together."
Ideal reader: "Do you have a net worth of $5 million? A house worth more than $1.5 million? An average income of more than $250,000? And an affinity for bargain hunting?" Also: "In order to receive the magazine, readers must meet five of seven criteria, including donating $10,000 or more annually to philanthropic causes or offline luxury purchases of $100,000 or more annually."
Bankrolled by: A "partnership with Gilt Goupe, Hudson News, and duty free retailer Dufry's James Cohen."