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December 15, 2006

Top New Magazines for the Ultra Rich

posted by MR WAVETHEORY at 12/15/2006 03:06:00 AM
Are you ultra-rich or a ultra-rich wannabe? High net worth investor? Private equity guru? Hedge fund honcho? Venture capitalist vulture? Some of the top publishers in America are launching magazines, print magazines - yes, those things you never read anymore - targeting the ultra high net worth individual.

For the aspiring statesman:

The American. The American is being launched by the American Enterprise Institute, the magazine is called the American. "The American is a magazine for leaders, those C-level executives — the CEOs, CFOs, and COOs — who are interested in the intersection of business and ideas." The mag will focus on business reporting but also public policy, foreign policy, economics, and the influence business has on our culture. To focus on that limited but special audience, the American has printed just over 50,000 copies. Half of the circulation is paid, half controlled, with some copies available at airports and at newsstands.

The lead story in its premiere issue asks, "Why do we underpay our best CEOs?" It's a rarely asked question these days, while another separates the facts and myths about global warming in a way that would not please Al Gore. A third, written by Dr. Sally Satel, an AEI Fellow and a kidney transplant recipient, argues for a market in organ donations. There is also a look at Mitt Romney's background as a businessman and venture capitalist and an examination of how Congressman Charles Rangel, the new chairman of the House Ways and Means Committee, thinks about business. Another article gives three cheers for higher tuition - definitely a conservative mag. No free trial here, you have to pay.

For the aspiring deal maker:

Dealmaker. A publication that is for and about the "acquiring minds" of investment bankers, private equity executives, and venture capitalists. The audience is also a special, elite group. The circulation is larger: 100,000. "Traders are impulsive. Dealmakers, the guys who buy and sell, not stocks and bonds but whole companies, are more analytical. They are always looking for long-term value." "They are just incredibly smart guys."

The first issue of Dealmaker includes a feature on "The 30 Top Rainmakers," an interview with Wall Street icon Sandy Weil, and a description of "The Deal From Hell." It also doesn't stint on giving tips for achieving the good life. There is a one-pager highlighting a $10,000 Valextra Avietta briefcase and a fashion spread that includes a $6,730 Brioni suit. In its way, it is Fortune for the most fortunate. Get your free subscription - for VCs, private equity investors, hedge fund managers.

For the high networth investor:

Portfolio. Portfolio is being kept under wraps, but the magazine's promotion makes the fulsome claim: "It will change the way you look at business."Portfolio will launch with a 350,000 rate base. Portfolio, like the American, is also sometimes described as "a magazine of business and ideas," while others believe it will be closer to Dealmaker's mix of news, personality profiles, as well as a salute to all the luxury things that big money can buy. "I'd never underestimate Condé Nast, but that's a big circulation number," the publisher of Trader and Dealmaker, Wilkie Bushby, said. "Personally, I am contented with being in a very small, very defined, very elite niche." Get your free trial.

Long live the magazine.

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1 Comments:

Blogger rosi said...

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10:10 PM  

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