The Glamour And The Gloss

Hong Kong, home to 7 million, is one of the region's biggest advertising markets and is served by no fewer than four English-language magazines focused on high society and high living. In the 12 months ending in March, 49 luxury brands tracked by Nielsen spent $66.9 million in advertising in Hong Kong—29 percent more than in the previous year, thanks to new companies entering the market and more-established players spending more on advertising. "Our readers want to feel like part of the luxe lifestyle, the A-list," says Comparelli. Half-jokingly he adds, "We have a rule: we don't feature cars that a Prestige editor can afford." The approach is paying off handsomely: this month Comparelli's publication, which has a circulation of 30,000, offers 328 pages of beautiful frocks, as well as articles on recent soirées, the new Mercedes sedan and fine wines.

What lifestyle publishers ultimately serve up is an integrated marketing opportunity that goes beyond their magazine pages. Goodridge likens the Asia Tatler group to a club, citing the annual ball that each edition throws for clients and socialites, as well as the private events for automakers like Rolls-Royce and Jaguar that the publications host. The group is enjoying a 25 percent annual rise in revenues across Asia; in five years, Edipresse aims to triple its portfolio of lifestyle magazines. What print media crisis? Clearly, in this genre, growth is not just a luxury, it's a way of life.

© 2008