Audi, Cartier, Hugo Boss, MontBlanc, Bvlgari and Rolex are some of the big brands backing the launch of Fairfax's new glossy men's magazine.
The quarterly magazine launches this week from Fairfax Media's luxury lifestyle website Executive Style. It is available for free inside The Age and The Sydney Morning Herald from Friday.
Newspapers may be struggling for ad dollars but if the latest move from Fairfax is anything to go by, luxury titles are bucking the trend of category decline and still appealing to big brands.
The launch of Executive Style Magazine is "a premium brand extension" of ExecutiveStyle.com.au website, says Nerissa Corbett, brand and audience director of Fairfax Prestige Group.
"We’re entirely focused on providing superior results for prestige clients and brands, and this offers advertisers another valuable opportunity to communicate to our large, quality audiences.”
Giorgio Armani, Harrold Luxury Department Store and Victorian Racing Club are also on board with the first issue of the magazine.
Fairfax and News Corp are both making a play in the lucrative luxury market, with News Corp launching a luxury ad network earlier this year that aims to target more affluent readers. News Corp also unveiled Stellar magazine last year - a glossy Sunday title - and a digital women's network, Whimn.
Smaller publishers are also moving into luxury, with Junkee Media launching its posher sibling site; The Upsider.
With News Corp, Bauer and Nine setting their eyes on female consumers with a slate of new women-focused networks, Fairfax seems to be placing its bets on the male consumer.
“Executive Style Magazine complements our current female premium lifestyle titles including Sunday Life and DailyLife.com.au, making our premium male offering truly cross-platform, with opportunities for digital, print and event executions targeting an AB male-skewed audience,” Corbett adds.
The 52-page launch edition of Executive Style stars actor Alex Dimitriades on the cover, plus interviews with ex-AFL legend Jimmy Bartel and features on on high-end cars, diving watches, Australian whiskies, Mick Fanning's award-winning Balter beer, plus a Father's Day gift guide and a four-page fashion feature on what to wear to the Melbourne Cup Carnival.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.