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Time Style & Design relaunch indicative of rebounded luxury demand

September 21, 2012


Luxury advertisers including Louis Vuitton, Bulgari, Rolex, Lexus, Hermès and Tiffany & Co. appeared in the second issue of Time Style & Design since its relaunch this spring that was prompted by the demand from the luxury market.

The book is approximately one-third advertising with editorial on fashion, beauty, art, entertainment, travel, literature, food, automotive and architecture. Advertising pages are up 12 percent from this year’s spring issue.

“Fashion and luxury spending has had a resurgence in recent years, and longtime readers of Time Style & Design were excited that we were bringing it back,” said Daniel Kile, executive director of public relations at Time, New York.

“The new Time Style & Design is an extension of Time,” he said. “It has the same DNA as the weekly magazine and is edited by Rick Stengel and the other editors of Time."

Second edition

Editorial in the fall 2012 issue includes a fashion spread with actress Marion Cotillard, a Q&A with singer and fashion designer Gwen Stefani, a story on the career of architect David Adjaye, a travel feature with chef Naomi Pomeroy, an image spread with American Ballet Theatre dancers and an art feature on photographers RongRong and Inri.

“This content is nothing new for us,” Mr. Kile said. “We cover style, fashion, travel and design and have a long tradition of doing so.

“Time Style & Design is an extension of that coverage,” he said.

Meanwhile, this issue saw an increase in luxury brand jewelry advertisers.

Front of book advertisers include Louis Vuitton, Bulgari, Rolex, Lexus, Dom Pérignon, Christian Dior and H. Stern.

For instance, Dior placed its ceramic timepiece ad featuring actress Charlize Theron.

Dior ad 

Jeweler De Beers and watchmaker Gergé Swiss took out ads amid fashion content towards the beginning of the magazine.

Gergé Swiss ad 

Hermès’ ad on the back inside cover pushes its Terre d'Hermès men’s fragrance.

Tiffany & Co.’s back-cover ad features the tagline “The one and only Tiffany diamond.”

Tiffany & Co. ad 

“We are seeing a significant increase from high-end jewelry and watch advertisers that are really going after affluent readers,” Mr. Kile said.

“One of the things our advertisers really love about Time Style & Design is that the magazine has no specific price points,” he said. “It is an environment that luxury advertisers really appreciate.”

Pages to Web pages

Time is also installing a new style channel on its Web site to coincide with the content of the print publication.

The digital channel will complement the print edition by showcasing Time’s daily fashion content and reaching online advertisers, per Mr. Kile.

The site features a feed of the latest content as well as the ability to browse by sections including Fashion & Beauty, Food & Drink, Travel, City Guides, Design and Tech.

Current editorial includes a Q&A with the late Diana Vreeland's granddaughter-in-law, a style lookbook featuring the Duchess of Cambridge and looks from London Fashion Week.

Many high-end publications offer original content through their Web sites so that readers find it worthwhile to use both channels. This offers more options for luxury advertisers.

Advertisers may consider tailoring campaigns to each channel. While sharp campaign imagery may be appropriate for print, a digital ad could incorporate video and direct links to commerce of the products shown.

Editorial sites that correspond with print publications can offer increased exposure to the correct consumers.

“Time Style & Design readers are made up of a select audience of Time’s most worldly and style-savvy consumers, consisting of 500,000 of our most affluent U.S. subscribers,” Mr. Kile said. “They are fashionable, design-oriented readers who appreciate a luxury lifestyle.”

Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York