sparksheet
Luxury , Inked
Why Lifestyle Brands Love Print
I
B y N a t a s h a M e k h a i l , E d i t o r o f Sp a f a x L u x u r y B r a n d s
s print dead? It’s a question I’m
asked all the time – in fact, for the
14 years I’ve been in publishing.
These days, however, I no longer have
to field so many queries about the slowest
death ever. I’m fortunate enough to work
in one area where print is thriving: Luxury.
Not only did luxury brands undaunt-
edly launch lifestyle magazines last year
(with the trend continuing into 2015), their
glossy books are becoming a hub of their
companies’ marketing programs.
There’s a natural fit between print and
luxury: The quality and craftsmanship that
goes into a magazine is much like the
The Mercedes-Benz Magazine, an exclusive Lifestyle-
Magazine for people with high pretension.
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