Niche Media Founder, Gilt to Launch Shoppable Luxury Magazine
Niche Media founder Jason Binn is rentering the publishing market by launching yet another luxury lifestyle title, this time in partnership with Gilt Groupe and Hudson News.
Du Jour, scheduled to launch this fall, promises to be multi-platform from the get-go, spanning print, web, mobile, social and email platforms. The publisher will mail out 235,000 glossy, oversized print copies quarterly in addition to 15,000 newsstand copies and a weekly opt-in email newsletter. Digital editions, which will be available on dujour.com and on apps for smartphones and tablets, will allow consumers to click to purchase the goods and services displayed on editorial pages.
The magazine is being pitched as “stylish, smart, sophisticated and stunning” and highly targeted — for a print magazine, anyway. Through the subscriber databases of Gilt and Hudson News, the magazine is aiming to reach 3 million readers who meet five of seven qualifiers: 1) an average net worth of $5 million; 2) an average income above $250,000; 3) an average home value above $1.5 million; 4) liquid assets more than $1 million; 5) offline luxury purchases of $100,000+ per year; 6) $10,000+ in online high-end purchases per year; 7) annual philanthropic donations above $10,000.
Editorial will focus on such popular lifestyle topics as fashion, travel, dining and entertainment. About half of the content will be national; the other half will be region-specific.
The magazine is also planning to develop presences on Twitter, Tumblr and Facebook, and to connect its advertisers’ own social profiles with Du Jour‘s readership.
The promise to make Du Jour‘s editorial pages shoppable is an interesting one. The combined forces of the recession, falling print advertising rates and the development of digital magazine editions has compelled many publishers to explore ecommerce as a revenue source for the first time — but with some trepidation. There is the risk that magazines will lose readers’ trust once they begin to feature products they have a clear, vested interest in. By deploying click-to-purchase editorial from the beginning, Du Jour will give Binn an opportunity to test boundaries without risking the integrity of an existing magazine brand.
Thumbnail image courtesy of Flickr, Rodrigo Galindez.
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