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Armani, Zegna kick off inaugural M magazine for discerning affluent men

September 26, 2012


Giorgio Armani, Ermenegildo Zegna, Tod’s and Louis Vuitton are just some of the advertisers in Fairchild Fashion Media’s new M magazine that is geared towards an affluent male audience.

Published quarterly, M will include content on lifestyle, fashion, politics, entertainment, sports and cars. This issue features actor Bradley Cooper, fashion designer Karl Lagerfeld, fashion label Band of Outsiders and Brooklyn Nets' CEO.

"This is a magazine for men of discerning taste who have a strong sense of their own personal style," said Marc Berger, vice president and publisher of M, New York.

"M is a magazine that celebrates heritage and craftsmanship at every level, and this is reflected by the advertisers who were drawn to support our first issue," he said.

M has a starting circulation of 75,000 sent to affluent men with a household income of $200,000. Issues will be available for purchase at and on newsstands worldwide for $5.99.

Fairchild Fashion Media is owned by Condé Nast, which also owns Women’s Wear Daily, NowManifest, and Beauty Inc.

Boys club
Armani took the front-inside cover with a two-page, black-and-white spread. It features apparel and accessories.

Another ad is from Tod’s. The footwear designer is using ads from its new Italian Modernism advertising campaign, which features images of the ideal male and female customers who mirror the brand DNA (see story).

Tod's ad

Zegna also has an ad in this issue. The one-page ad features the Oasi Zegna landscape.

Christian Dior, Versace, Louis Vuitton, Canali, Corneliani and Alfred Dunhill also have advertisements in this issue.

In addition, Pal Zileri placed an ad conveniently next to the Karl Lagerfeld article while other marketers such as Oxford Clothing and H. Freeman have placements next to key editorial features.

Pal Zileri ad next to the Lagerfeld feature

Fairchild decided to launch M because it saw a void in the men's marketplace for a magazine with soul and wit, according to the company.

Niche rich
Marketing in niche publications can help brands target a very specific, affluent audience.

For example, Modern Luxury Media added to its bridal arsenal with the debut of its Modern Luxury Brides South Florida & The Caribbean publication that launched earlier this year.

Modern Luxury Brides publishes two times per year in June and December. This is the first niche luxury publication for South Florida brides, according to Modern Luxury (see story).

Since M is trying to target a very specific audience, it makes sense that it attracts brands that wish to connect with the same readers.

M is a niche publication created for a new class of man.

M is not a mass book, but is targeted to an elite and exclusive group of affluent consumers and top industry players who want to "look under the hood" and read a men's magazine that combines fashion and news in stories with depth, according to Fairchild.

That said, this is not Condé Nast's first endeavor at targeting upscale men. The publisher had to shutter Men's Vogue a few years ago, a strong editorial product that competed with Esquire and GQ that did not meet financial expectations.

Without doubt, M will have to work hard to avoid Men's Vogue's fate. Positioning, therefore, is key to win over subscribers, newsstand buyers and advertisers.

"M delivers a new class of man," Mr. Berger said. "He is driven, humorous, tasteful, information-ravenous, literate and discriminating but not discriminatory.

"It is a magazine that combines a rich, sophisticated and witty voice with a strong visual sense creating the perfect luxury environment," he said.

Final Take

Rachel Lamb, associate reporter on Luxury Daily, New York