Luxury mag preps peer-to-peer digital hub

Luxury magazine Luxure is to launch an online peer-to-peer portal that it claims will provide brands such as Prada and Armani with data on “hard to access” high net worth individuals.

LuxureCovers
Publisher is to launch a peer-to-peer digital portal to give luxury brands direct access to high net worth individuals.

The quarterly print title, which focuses on “stylish lifestyle”editorial, will launch the hub at the start of 2013.

The publisher says the portal will work on a peer-to-peer basis whereby its advertisers can get feedback from what has “traditionally been a very discreet audience”, and its readers can get insight into the brands they are most passionate about.

Mark Cadogan, global brand director for Luxure, says that having nurtured the relationship with its readers since 2007, “there’s now a growing interest from potential advertisers who want to tap into that deep relationship we now have.”

He adds: “With the launch of the digital portal we can start to look at how our brand partners engage with our readers in an organic way that moves beyond just discussions around content in the latest issue.

“We want [the hub] to be a space where advertisers don’t feel they have to promote themselves to people in the usual ways but can instead share ideas with a highly engaged type of reader. The idea is that they can use the insight they get to help inform wider marketing activity.”

The hub is part of a wider expansion drive for the brand that sees the launch of iPad app next month as well an increased focus on giving its readers access to high-profile events such as the Grammys where they can engage with people from the brands in person.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here