By  on June 28, 2007

When it comes to the magazines they read, the luxury consumer clearly likes food, travel, a wee bit of celebrity and not much fashion — at least according to "The Luxury Report 2007" from Unity Marketing. The research firm gave over 4,000 luxury consumers (whose annual household incomes averaged $150,000) nationwide a list of magazines and asked them to select which they subscribed to or had purchased one or more issues of in 2006. Four of the top 10 chosen are, like WWD, owned by Condé Nast, while Time Inc. owns three, American Express Publishing has two and Hearst Corp. owns one. "This selection is very indicative of what interests luxury consumers," said Pamela Danziger, president of the Stevens, Pa.-based firm. Other contenders that just missed the top 10 include Martha Stewart Living (number 11), Gourmet (12), Self (13), Vanity Fair (14)

and Architectural Digest, ranked 15th.


Percentage of consumers who said they purchased or subscribed to the publication in 2006: 18.3

Wealthy people clearly love People — even as competitors such as Us Weekly have been gaining ground. Pamela Danziger of Unity Marketing said, "People is compelling. Not to mention, this particular magazine really does cover more than just celebrities." This week's issue is proof of that fact: Stories include a piece on Billy Ray Cyrus raising his daughter, who is a teenage pop star herself; a story on Tom Cruise, Katie Holmes and baby Suri on vacation; Julia Roberts welcoming her new son, and lastly, an article on autism and whether or not vaccines could be a cause among children. Danziger noted this was the first year People was included in the survey. From January to March, ad pages for the Time Inc. title totalled 821.12 pages, according to the Publishers Information Bureau.


Percentage: 12.0

With a focus on featuring upscale resorts and restaurants, exotic locales and stories on the "World's Best Cities," it's not surprising this American Express Publishing Corp.-owned magazine would appear close to the top. T+L's average paid and verified subscription base from July to December in 2006 totalled 967,215, a 1 percent increase from the same period one year prior, according to the Audit Bureau of Circulations. T+L has found its way into luxury consumers' minds through a variety of its sections — in its July issue, the "News Flash" section features high-end luggage, while "Stylish Traveler" reveals Top Totes for travelers and a story on cotton and linen tunics. One of its formulas: featuring upscale destinations such as the Amalfi Coast in Italy, but providing suggestions as to how to travel the region on a budget.HOUSE & GARDEN

Percentage: 11.8

While House & Garden has been challenged on both a circulation and advertising front in recent years, the colorful home decor title's tag, "Design for the Well-Lived Life," gives anyone perusing the magazine a good indication of the target audience. For its July issue, features include a story on Patricia and Gerrity Lansing's family home off the coast of Maine, designer Gretchen Mann's Connecticut farmhouse and Alain and Claude Fassier's renovation of a Parisian boarding school into a home and antiques shop, among others. The "Domestic Bliss" section offers tidbits on the latest fabrics, eco-friendly products and new sodas on the market. Owned by Condé Nast Publications, the magazine has an adult readership of 14.3 million as of this past spring, according to Mediamark Research Inc. The monthly is run by Dominique Browning, who has been the editor since 1995.


Percentage: 11.5

The magazine's look and presentation are just as its name suggests: "real simple." Featuring a tag line on its cover that reads "Life Made Easier," Real Simple takes advantage of clean, crisp design and images and caters to a target audience looking to get rid of the clutter in their lives — but in a fashionable manner. July's issue tells readers about 12 hot-weather hair tricks, and how to create easy picnics and keep their homes safe while away on vacation. "The Best of Summer" section features "the best ways" to: run on the beach, get in and out of a hammock and hook a fish. Founded in 2000, the magazine is published by Time Inc., and 56 percent of its 6.7 million readers are between the ages of 26 and 49.


Percentage: 10.8

Oprah has universal appeal, so why wouldn't her glossy rank among luxury consumers' favorites? The 2007 National Magazine Award Winner (for Leisure Interest) launched in April 2000, and every issue features Oprah herself on the cover. The magazine, published by Hearst Corp., focuses on personal growth, empowerment, health and fitness, beauty, home decor, books and recipes. July's issue contains stories on the 24 best summer reads, a feature on Ellen Barkin's beauty regimen and an analysis of the issue of self-consciousness. From January to March, the magazine had 381.99 total ad pages, an 8 percent increase over the same period last year.BON APPETIT

Percentage: 10.5

The monthly title from Condé Nast makes food fashionable. So much so that, in its July issue, it profiles Kate Spade's sequined canvas lobster bag in its "Bon Vivant" section. The title provides occasional, detailed "How-To" pages that ensure smoother baking, grilling and cooking experiences. "On the Calendar," located in the back of the book, provides readers with details on cooking events, festivals and celebrations across the country each month. From January to March, total ad pages were 174.03, a 1.2 percent increase from the same period last year.


Percentage: 10.5

Founded in 1978 by Michael and Ariane Batterberry, Food & Wine is a monthly magazine from American Express Publishing. The July issue is its annual feature on the hot new chefs across the country. Recipes include pappardelle with milk-roasted baby goat ragu, corn and shiitake fritters and halibut with avocado and green papaya. The magazine has themed its editorial calendar: Each month represents a "special" issue, like September's "The Italy Issue," which salutes the latest talents and tables in Italy, and June's "Grilling" issue, which offers unique options for grilling, ideal wine pairings, cocktails and decor ideas. As of this spring, total adult readership reached 6.8 million, a 4.3 percent increase from fall 2006.


Percentage: 10.3

A direct competitor of Travel + Leisure, Traveler's July issue features 67 "foolproof escapes" to the best islands around the world, along with 20 eco-luxe retreats in the Caribbean and Iceland's endless summer. Throughout the year, the glossy hands out awards, such as its annual "Readers' Choice Awards," "Readers' Spa Awards" and "Business Travel Awards." Each January, the publication releases its "Gold List: World's Best 700 Hotels, Resorts and Cruise Lines." Total average paid circulation for the six months ended Dec. 31 was 798,294, a 2 percent increase from the same period a year prior. The publication is celebrating its 20th birthday this year: It was launched by Condé Nast in 1987.

IN STYLE Percentage: 10.3

With all the celebrity weeklies out there, In Style has been challenged on the newsstand and in advertising lately. But the Time Inc. title remains one of the largest out there with a circulation of 1.7 million. From January to March, the magazine garnered 655.56 total ad pages, a 6.9 percent decrease from the same period last year. The title features tips and ideas for fashion, beauty and home decor, and it also provides plenty of stories on some of the world's most intriguing people and celebrities. July's issue has Catherine Zeta-Jones on its cover, and pieces include "30 Summer Style Secrets," "Fashion Finds to Wear Right Now" and a profile on actor Don Cheadle. Special editions for the magazine include "In Style Weddings," "In Style Home" and "In Style Makeover."


Percentage: 9.3

The only pure fashion magazine to make the top 10, Glamour boasts that it "inspires and empowers 12.8 million modern, stylish readers — that's over 1 in 10 women who look to the magazine as their guide to life" — even if its total paid and verified circulation base has declined recently by 4.2 percent to 2,301,687. Ad pages from January through March totaled 371.51, an 18.3 percent increase from the year prior. The July issue features "Grey's Anatomy" star Katherine Heigl on the cover and, as usual, goes heavy on the numbers: "30 things to put you in an instant good mood!" and "99 ways to look sexier all summer." The title is a 2007 National Magazine Award Winner for Personal Service.

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