Bloomberg Markets has created a large base of affluent readership and is striving to consolidate it further. The latest initiative in this direction is coming in the form of a luxury lifestyle magazine called Bloomberg Pursuits that will focus on luxury automakers, homes, wines, fashion and boats. It will go out as a supplement with the original Markets issue twice this year. The first issue will be released next month in February and the second test run edition will come out in November 2012. The target of this luxury lifestyle magazine is the most affluent audience.
Mike Dukmejian, publisher of Bloomberg Markets and Bloomberg Pursuits believes that their readers are looking forward to more lifestyle editorial content. Bloomberg Pursuits is being offered to serve that need. The magazine is designed to add value to the personal life of the readers who are among the wealthiest people in the world and hold the most important jobs in the world. Some of the top luxury brands like Hermès, Cartier and Ulysses Nardin advertise regularly in the Bloomberg Markets and according to Dukmejian are open to the idea of advertising in Bloomberg Pursuits as well.
The new magazine will write and profile expensive lifestyles of its readers. Profiling real readers is not done in other publications and will be a first. The new publication will have a print order of 375,000 and is expected to have 50 to 60 pages. It will be printed on heavier paper than Bloomberg Markets. If the response to the magazine is as per expectations then it will publish quarterly in 2013. The magazine will have content suitable for a relatively younger audience as the average age of Bloomberg Markets is only 38 years. The average household income of the readership is rather high at $589,000.