April, 2014 – This article from Luxury Daily discusses the Financial Times’ April 5 edition being dominated by watchmakers that need to reach high-income and high-net-worth spenders. (http://www.luxurydaily.com/jewelers-watchmakers-take-over-how-to-spend-it-ad-space/)
By Joe McCarthy
The latest “How To Spend It” supplement from the Financial Times’ April 5 edition looks at the snappiest Italian suits, speakeasy fashion and jumps into Maserati’s new Ghibli model.
The “Judicious Juxtapositions” theme for the issue can be seen throughout as the publication pairs surprising elements. Watchmakers dominated the ad spaces, with brands such as Patek Phillipe, Chopard and Richard Mille acquiring top position for impressions.
“These are all brands that need to reach high-income and high-net-worth spenders who can afford and appreciate their products,” said Ron Kurtz, president of the American Affluence Research Center, Atlanta.
“The Financial Times supplement is perceived to have the right audience demographics and the right attitude and thus are willing and able to spend for fine jewelry and watches,” he said.
Mr. Kurtz is not affiliated with The Financial Times, but agreed to comment as an industry expert.
The Financial Times did not respond by press deadline.
How To Spend It is a supplement to the Financial Times that comes out 30 times a year – 22 times with the Weekend Financial Times on Saturdays and eight more special issues on Fridays. The audience is composed of both male and female affluent readers of the Financial Times.
Chopard grabbed the inside front cover with an ad that explains the peculiar shape and function of the date lever found in the L.U.C. Collection.
Hermes follows up with a lushly tropical ad for its metamorphosis campaign.
The table of contents is joined by an ad for Richard Mille’s Caliber RM 007 watch.
Patek Phillipe evoked the common watchmaker theme of a watch traveling through generations, from father to son with an ad on the back cover.
Other watchmakers in the issue include Audemars Piguet, Dewitt and William & Son.
The Peninsula Hotels fêted its Peninsula Moments campaign, which it has rejuvenated in recent months.
Graff Diamonds displayed its retail breadth in an ad.
An eight-page editorial depicts outfits that exude “speakeasy glitz and jazzy glamour” that features pieces from Miu Miu, Louis Vuitton, Chanel, Gucci, Givenchy, Emilio Pucci, Prada, Dior and Céline.
Other features in the issue explore the hazards and wonders of photojournalism, how the Maserati Ghibli holds up and the burgeoning use of vellum.
The Financial Times is celebrating the twentieth anniversary of its How To Spend It magazine supplement by expanding its reach to affluent readers in Italy through a partnership with Italian newspaper publisher Il Sole 24 Ore.
How To Spend It’s inaugural issue under the Il Sole 24 Ore partnership will hit newsstands in September. By expanding the output of its magazine, The Financial Times is strengthening the ongoing trend that has positioned supplements as viable, standalone pieces in the publishing industry.
“It is also a publication that provides some international exposure for the advertisers,” Mr. Kurtz said.