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Elite Traveler – ET Insider – April 03, 2012


ET Insider – April 03, 2012

Elite Traveler Insider –


April 03, 2012

Elite Traveler Insider

By Douglas D. Gollan, President and Editor-in-Chief, Elite Traveler Magazine  

More than ever private jet travelers, or elite travelers as we like to call them, are the most lucrative market for luxury brands and service providers.  With readers spending $10,000 per hour to fly privately, the over 600,000 readers Elite Traveler reaches each issue provide you a great way to make sure your message is in front of consumers who have the money to be good customers.  With our Asia Edition, Elite Traveler Superyachts, our over 60 Elite Traveler Destination Guides at, our global database of private jet owners and our award-winning custom marketing team, we would welcome the opportunity to be of help to you in making sure you get a bigger share of our reader spending.

With a Net Worth of more than $25 trillion, I hope you will agree elite travelers should be a key target for your marketing!

In this issue:

1. Elite Traveler Sells Two $86,500 DeWitt Watches

2. USA Today: Mass Ad Dollars Wasted as Women/Youths Shop Price Over Brand

3. PA New Reality for Automakers

4. BTiffany Sales Hurt By Aspirational Market Trading Down

5. Elite Travelers Boost High End Scottish Real Estate

6. Private Jet Magazine Distribution Scorecard

1. Dear Doug: (I Like These Kinds of Letters)…

Dear Doug,

I wanted to pass along some very good news.

We sold two DeWitt Golden Afternoon timepieces retailing for $86,500 from your March/April issue — in the first week the magazine was out.

As you know I have long had success with Elite Traveler and believe private jet travelers are the right target.  It is always nice to be able to track specific sales so I wanted to pass this along!

Yours truly, Jon Omer Vice President

============================================================ ONLY ELITE TRAVELER – Elite Traveler is the ONLY publication targeting and reaching private jet travelers to have its circulation successfully audited.  View our BPA statement here. ============================================================

2. USA Today: Affluent Youths/Women Trading Down, Shopping Price…

Surveying Households making $100,000 to $200,000, A USA Today article recently noted, “Fifty-two percent of Americans are struggling to afford necessities-and for many even that is a stretch, according to WSL/Strategic Retail in its “How America Shops MegaTrends.”

Citing the WSL research, the USA Today pieced stated, “The youth market-18- to 34-year-olds-has the highest percent of those who do not have enough money to cover their basic needs, with close to a quarter of them in financial turmoil. The demographic is no longer “retail’s golden ticket.” Also, the group is believed to be a long way from recovery, compelling retailers to rethink their strategies.”

Do you think your brand matters? “Shoppers are placing a greater focus on price, with two-thirds of women agreeing that trusted brand names are not worth paying more for. More than a quarter of them admit that while they used to buy brand names they could not afford, they are no longer giving in to this indulgence.”

Additionally: – 75% of women now say that it’s important to get the lowest price on everything they buy – 68% regularly use coupons to reduce costs – 45% state that they only buy items that are on sale – 43% make a point to search online for store discounts before they shop

“Look, American shoppers are moving on and coming back to shopping, but at their own pace,” says Wendy Liebmann, CEO of WSL/Strategic Retail. “As a result, retail sales are precarious and likely to fluctuate up one month, down the next. That’s not going to change any time soon. Brands and retailers cannot ignore this. They will need to rethink the way they do business over the next three to five years-or longer.”

============================================================ ONLY ELITE TRAVELER – Elite Traveler is the ONLY publication in the world delivering 400,000+ readers with a Household Income of $1 million + ============================================================

3. Hello Auto Marketers – Welcome to the New Reality…

From a recent Businessweek column on Households making $500,000 and finding themselves coming up short: “The Jeep and Jag turned into a used Mazda and a used Explorer. Slower internet speed at home, replacing the computers less often, store brands at times.”

Of course with three to five or even more houses and, as The Wall Street Journal described, “fleets of luxury cars and SUVs,” the private jet set of elite travelers remains a market that automakers continue to miss as a ‘big opportunity.’

============================================================ ONLY ELITE TRAVELER – Elite Traveler (audited by BPA Worldwide) is the only audited publication delivered to global locations for private jet travelers.  ============================================================

4. Tiffany Sales Hurt By Aspirational Market Trading Down…

Tiffany & Co. just reported low sales both in the U.S. and in Europe as compared to last year, while its shares fell over 7 percent. This forces the question – can Americans still afford luxury, or are they cutting back their spending on things like luxurious jewelry? Obviously, there are those for whom flashing a credit card and spending a few thousand dollars is no biggie, but for others, every $100 counts in an economy in which the prices are growing, but wages have stalled.  Unemployment is up a bit from last autumn, but wages are at a standstill. As a result, shopping is curbed.

According to the SFGate, total sales at Tiffany rose about 7 percent during the holiday season (November through December) up to $952 million. In the Asia-Pacific region, sales went up 19 percent while in the U.S., sales went up just two percent. Revenue from catalog and online sales fell four percent. Tourists in the U.S. helped the growth, while Americans cut back their spending, leading to the weaker-than-expected sales. As a result, Tiffany cut back its earnings forecast. As Chief Executive Michael Kowalski said that after earning more than expected in the first three quarters of 2011, sales weakened during the holiday season “reflecting restrained spending by consumers for fine jewelry.”

At the same time, Elite Traveler readers continue to spend when and where they want (see item one on purchasing two $86,500 DeWitt watches) and we recently were thrilled when New York designer Gumuchian sold two $80,000 necklaces right from her ad page in Elite Traveler.

============================================================ ONLY ELITE TRAVELER – Elite Traveler is the ONLY publication that delivers UHNW consumers on private jets from more than 100 countries with a single ad. ============================================================

5. Selling High End Real Estate in the UK?  Look For Elite Travelers!

In the Scottish city of Edinburgh, high end real estate is booming. “SUPER-rich buyers from Russia and the Far East are fuelling Edinburgh’s millionaire property market,” according to The Telegraph.

“Property agents say purchases from abroad have boosted £1 million plus sales again after a huge slump. Anecdotally, some agents have found more than half of their inquiries for high-end properties are now from overseas.

“Potential purchases are kept discreet, but it is understood that 7 Albyn Place, a £2m-plus five-storey townhouse off Queen Street, and Castle Gogar, the £3.5m sprawling 17th-century mansion in west Edinburgh – both currently on the market – have attracted foreign interest.

“Property agents are seeing more and more interest from buyers in emerging economies, which have been affected less by the economic downturn. Jamie Macnab, director of Savills, said Edinburgh benefits from Scotland’s global appeal.  He said: ‘There are 30 million people worldwide who claim Scottish descent. It’s remarkable how often you come across that with buyers from Hong Kong and New York.  Quality of life and excellence in education appeals immensely and that, in part, is bringing people to Edinburgh.'”

============================================================ ONLY ELITE TRAVELER – Elite Traveler is the ONLY publication targeting and reaching private jet travelers to have its circulation successfully audited. View our BPA statement here. ============================================================

6. What Magazines Are Getting On Private Jets?  The Truth Is Revealed…

I can count over a half dozen publishers who claim private jet distribution currently. There are a number more that have come and gone out of business.  The fact is there has never been any publisher that has successfully survived and passed multiple audits of its distribution claims.

Elite Traveler has been successfully audited for over 10 years, including breaking out specifically private jet copies versus sports team locker facilities, first class lounges, yachts and the like.  In other words, no other publisher to date has ever provided anything close to the detail we provide.

In addition to our BPA audit, we also regularly survey distributors of Elite Traveler – and we have all the major FBO (private jet terminal groups) – Signature, Atlantic, MillionAir, Landmark, Jet Aviation, plus all of the key single locations FBOs that often have a dominant share in their market – think Clay Lacy in Van Nuys and Wilson Air Center in Memphis as examples – and key regional players such as Sheltair and Galaxy. We also cover all 50 states – something no other publisher even claims, and  which is very important considering over 33 percent of American Billionaires do NOT call the 10 most populous states home.  A recent survey by trade publication Aviation International News listed the Top 100 FBOs in the U.S.  All 100 distribute Elite Traveler!

Even more critical when you know your next big customer may come from overseas, Elite Traveler gives you distribution in over 100 countries, maximizing visibility with a single ad placement.  After all, the beauty of having a private jet is that you can travel.

And with readers who average 41 trips, over 100 flights and 11 intercontinental trips per year, only Elite Traveler’s audited distribution across over 2,000 FBOs, corporate flight departments, fractional and charter operators, management companies and caterers gets our magazine and your ad in front of top prospects.

All of the above said, we also do our own ongoing research to find out what other publications are distributed.

Two key points:  100 percent of our 168 distributors surveyed distribute Elite Traveler and 55 percent say Elite Traveler is the ONLY consumer publication they distribute.

Other publications distributed include Stratos (13%), Cigar Aficionado (7%), Robb Report (5%), Private Journey (4%), Vogue (3%), Business Jet Traveler (2%), Du Pont Registry (2%), Golf Digest (2%), Town & Country (2%), Haute Living (2%).  Interestingly two publishers that claim private jets as their main distribution – Affluent Magazine and Jetset Magazine – come in at 0 percent.

============================================================ ONLY ELITE TRAVELER – Elite Traveler is the ONLY publication in the world delivering 400,000+ readers with a Household Income of $1 million + ============================================================

All the best,

Douglas D. Gollan Group President and Editor-in-Chief Elite Traveler, the private jet lifestyle magazine Elite Traveler Superyachts, the superyacht lifestyle magazine Elite Traveler Asia, Asia’s private jet lifestyle magazine, the private jet lifestyle online Elite Traveler Update, our weekly e-Newsletter to private jet owners worldwide

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