Since it is leveraging a high-end subset of The Wall Street Journal with favorable demographics, many expected the magazine to be successful. It followed a trend of contemporaneous new luxury magazines many of which were also delivered as part of free subscriptions that supplemented other subscriptions or memberships. With its tagline "The Luxury of Choice", the magazine began operations with an advertising business model that allowed for free delivery to select readers. Each issue is also available throughout the month in The Wall Street Journal’s iPad app. Weekend Edition of The Wall Street Journal newspaper (paid print circulation for the Weekend edition is +2.2 million*), the European and Asian editions, and is available on WSJ.com. The magazine is distributed within the U.S. Launched as a quarterly in 2008, the magazine grew to 12 issues a year for 2014. Its coverage spans art, fashion, entertainment, design, food, architecture, travel and more. It features luxury consumer products advertisements and is distributed to subscribers in large United States markets as well as throughout Europe and Asia. Magazine, which was originally intended to be a monthly magazine named Pursuits, is a luxury glossy news and lifestyle monthly magazine by the publishers of The Wall Street Journal. April 2014 issue, featuring Scarlett Johansson
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