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.

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.