The Robb Report is heading down under.
The 40-year-old luxury lifestyle magazine, published by Malibu, Calif.-based CurtCo Robb Media LLC, will launch an Australian print edition and web site in October, the magazine’s 17th international edition. The magazine recently launched versions for the United Kingdom and Germany.
Produced by Robb Report Australia New Zealand Pty Ltd., the Australian edition’s cover price will be 15 Australian dollars or $11 at current exchange and frequency will be quarterly until April 2017, when the magazine will go monthly. The circulation is projected to be 25,000: 10,000 newsstand sales, 5000 via affiliate partners and 10,000 via digital and subscriptions.
There will also be an annual Mandarin edition timed with the Lunar New Year 2017 celebrations.
Initially planned as a combined Australia/New Zealand edition, plans are also afoot to launch a dedicated New Zealand edition in 2017 according to Robb Report Australia editor Michael Stahl, who said factors which influenced the decision to launch in Australia include the market’s rising affluence and the Chinese tourism boom.
According to Knight Frank’s The Wealth Report 2016, the number of Ultra High Net Worth Individuals ($30 million in investible assets) in Australia grew by 135 percent from 2005-15.
China is Australia’s fastest-growing and most lucrative inbound tourism market, with visitors from China last year spending 8.3 billion Australian dollars, or $6.2 billion at average exchange, according to Tourism Australia. that represents an increase of 45 percent on the year.
“There have been a lot of people come down from China to buy Lamborghinis and Ferraris here, which very often avoids waiting lists,” said Stahl. “They’re flocking down here, having a holiday and going home with an Italian supercar.”