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Chanel, Rolls-Royce target affluent males via Bloomberg Pursuits

November 7, 2012


Advertisers including Chanel, Ralph Lauren, Rolls-Royce, Harry Winston and Montblanc are targeting the affluent business audience of Bloomberg Pursuits' fall 2012 issue.

Bloomberg Pursuits is a complimentary magazine sent directly to subscribers of Bloomberg Markets magazine with an audience of CEOs, bankers and traders who use Bloomberg Professional Service. The second issue of Bloomberg Pursuits is the fall 2012 issue that features 46 advertisers, 23 of which are new to the Bloomberg company.

“Bloomberg Pursuits distinguishes itself with high-quality journalism that showcases the cultural ambitions and luxurious lifestyles of Bloomberg Markets magazine readers worldwide,” said Drew Kerr, communications counsel at Bloomberg Pursuits, New York.

“This select audience is not reached by other magazines,” he said.

“These men and women make up the global financial elite, and they collect rare watches and fine art with the same vigor that they bring to their investment careers.”

Affluent audience
The readers of Bloomberg Pursuits have an average household income of $490,371, per Mr. Kerr.

Also, its readers are connected to the people in the magazines either through knowing them personally or leading a similar lifestyle.

Many of the advertisements are male-oriented. These include watchmakers and male apparel brands.

The cover story is the travels of French chef Alain Ducasse. Additionally, the fashion section focuses on how to dress at black-tie events and is titled “Art of the Tux.”

Watch advertisers in the issue include Montblanc, Chanel, Graff, Christophe Claret, Harry Winston and Carl F. Bucherer.

Montblanc ad

Chanel took up the inside the front cover with a large two-page display of its J12 GMT watch.

Chanel ad

A Ralph Lauren advertisement is shown on the back cover.

Ralph Lauren back cover

The luxury lifestyle

Similarly, WSJ Magazine and M Magazine also have an affluent male audience. Both publications feature some of the same advertisers.

Louis Vuitton, Cartier, Hermès, Ralph Lauren, Ermenegildo Zegna, Dolce & Gabbana, Burberry and Salvatore Ferragamo targeted the 60 percent male audience of WSJ. Magazine’s October men’s style issue.

This issue is the largest men’s issue to date – in terms of pages and ad pages – with an 11 percent ad page increase year over year compared to the first men’s issue last October. Additionally, this is the first men’s issue that was printed with perfect binding (see story).

Giorgio Armani, Ermenegildo Zegna, Tod’s and Louis Vuitton are some of the advertisers in Fairchild Fashion Media’s M magazine.

Published quarterly, M will include content on lifestyle, fashion, politics, entertainment, sports and cars. The fall issue features actor Bradley Cooper, fashion designer Karl Lagerfeld, fashion label Band of Outsiders and Brooklyn Nets’ CEO (see story).

“Bloomberg Pursuits is targeted to those in the financial world, a community of those who are highly intelligent, successful and affluent,” said Chris Ramey, president of Affluent Insights, Miami. “The celebrities are peers and peer leaders, rather than celebrities you might see on television.”

With this elite audience, the magazine takes a different point of view than a typical lifestyle publication.

“It teaches rather than attempts to wow,” Mr. Ramey said. “The magazine is about the art of living with affluence.”

Final Take
Erin Shea, editorial assistant on Luxury Daily, New York