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through its paces as a means of cutting
costs.
Minimal quality control is the new norm
in print as it struggles to keep up with
the fast pace and low cost of digital. As
Poynter.org revealed in a 2012 article on
how Newsweek’s decision to phase out
fact checkers has resulted in embarrassing
errors: “Today, it’s viewed as a luxury.”
Aside from our processes being luxu-
rious, so too are our materials. We go to
great pains (not to mention great expense)
to select high-quality paper stock that
feels rich and creamy on the fingertips.
We seek out beautiful, textural cover
treatments (varnishes, embossing, foils)
that convey worth and substance.
We work in oversized formats that
signal to readers “these magazines are
keepers,” meant to linger on a coffee
table rather than being tossed in the recy-
cling bin when the next issue arrives.
So why do we still take the extra steps
that many magazine publishers have long
since abandoned? Why does Valentino
still take the extra steps to make couture
gowns?
Building a brand lifestyle
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Fairmont Magazine celebrates the memorable
and timeless spirit of the Fairmont brand and
its place in the world, astutely showcasing
the sophisticated elegance and sense of place
that defines Fairmont Hotels & Resorts. this
publication resonates with its affluent, loyal
and well-traveled guests.
Douglas Elliman, a luxury real estate
brand, recently revamped its publication
to include travel and lifestyle content in
addition to the usual property listings.
In an October 2014 interview with
Luxury Daily, Nicole Oge, the brand’s
global chief marketing officer, had this to
say about the value of print publications:
Today, it is no longer enough to supply
clients with market data and simple prop-
erty listing information alone. By illustrating
our markets from a lifestyle perspective,
Elliman magazine [speaks] to buyers, sell-
ers and renters in more meaningful ways.
Oge also describes a point that is key
– a discriminating level of savvy that is
unique to the luxury consumer:
Smart and sophisticated individuals
want a fuller, more comprehensive sense
of what a brokerage has to offer. Through
Elliman magazine and the stories within
its pages, we hope to achieve just that.
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