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Elite Traveler – ET Insider – January 27, 2009

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ET Insider – January 27, 2009

Elite Traveler Insider –

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January 27, 2009

Elite Traveler Insider

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

Welcome to the latest issue of Elite Traveler Insider, the bi-weekly newsletter designed to update our top partners on trends in the private jet lifestyle. This information is provided to offer a better understanding of how to target these globetrotting elite travelers, their impact on your business and other trends that affect you. Remember, private jet travelers are paying up to $10,000 per hour to fly by private jet, so these super rich consumers could be and should be your best customer. We talk about them and how you can get more of them and more from them.

IN THIS ISSUE:

1. Getting The Super Rich To Spend

2. And The Survey Shows: Elite Traveler is #1

3. A Sign of the Times: Record Private Jets Greet Obama

4. What Elite Traveler Readers bought for the holidays

Over 90 percent of today’s Super Rich are Self Made and over 80 percent of the Super Rich have made their fortune in the past 10 years. Now is the best time to make sure they know your brand. 86% believe Elite Traveler is a good showcase for luxury products.

1. Getting The Super Rich To Spend…

Rich people should be sensitive to the situation and not spend money. That is the message I too often find newspapers sending out to their readers. If you have to spend, spend less seems to be the common voice of magazines as they dumb down their content and focus increasingly on how to save money or get that look for less.

If their readers can’t afford to spend it, they shouldn’t. That said, trying to shame the super wealthy into spending less is going to only hurt the many people who depend on their spending. With that in mind, I share with you below the letter I wrote to our some 650,000 readers with our January/February issue.

“It’s only excessive if you can’t afford it. At least that’s my belief. As we enter 2009, it is amazing to see how the general media has tried to shame wealthy individuals into not spending. The fact of the matter is the economic slump was not caused by the wealthy; it was caused by aspirational consumers who took out bigger mortgages than they could handle, leased cars they couldn’t afford and took vacations that they shouldn’t have.

Should a person with a net worth of, say, $100 million, have scaled back his or her holiday party because of “the times?” If we want to speak about getting the economy going again, the answer is no. In fact, spending by the segment that Merrill Lynch Cap Gemini categorizes as Ultra High Net Worth, those having investible assets of at least $30 million, is going to be needed more than ever.

So what’s the connection with Elite Traveler? Well, we get upset when our readers are being unfairly picked on.

There was a good article in New York Magazine a while ago about the trickle-down effect of spending by wealthy consumers. According to the piece, spending by the top 1 percent of earners in the Big Apple supports 153,000 service jobs and 50,000 government employees.

I won’t say more, except to let you know you can continue to expect the best of the private jet lifestyle in every issue of Elite Traveler throughout the year, and I do hope you continue to do the things that provide you the enjoyment that you’ve earned and your financial wherewithal supports. There are quite a few people depending on it!”

Hopefully all the watch manufactures in Switzerland, jewelry workshops and ateliers in Italy and France will all stay busy this year providing magnificent offerings for the consumers who can afford them. At Elite Traveler we will be encouraging our readers to enjoy the private jet lifestyle they have earned.

Elite Traveler’s BPA audited circulation aboard private jets and mega-yachts in over 100 countries means your ad is guaranteed to reach the highest spending luxury audience in the world no matter where they are from and where they happen to be today – each issue is read by 407,000 readers with a Household Income of $1 million +, the highest of any magazine or newspaper in the world! Sources: 2007 Prince ET/MMR for others

2. And The Survey Shows: Elite Traveler is #1…

Award season in Hollywood is near, so we figured this might be a good time to see who is the champion of magazine distribution to private jet travelers. The following survey shows Elite Traveler continues to be the market leader, with 100 percent of private jet terminals surveyed saying they distribute Elite Traveler, including some 45% that only distribute Elite Traveler. No other consumer magazine had penetration higher than 12%. Of course Elite Traveler compliments our distribution at FBOs (private jet terminals) with distribution directly onto private jets through fractional companies, charter companies, corporate flight departments, jet managements companies and other methods. Best of all, only Elite Traveler provides the only BPA audited distribution targeting the private jet market on a worldwide basis. So next time somebody claims their magazine is on private jets, as the famous song goes, “Don’t be fooled again.”

Magazine Distribution at FBOs

Surveys Returned 175   Distribute Elite Traveler 175 100% Only distribute Elite Traveler 80 45.71% Other Magazines Distributed:         Private Air 22 12.57%     Stratos 20 11.43%     Aero Trader 0 0%     AIN 2 1.14%     Air Charter Guide 0 0%     Aircraft Sales 3 1.71%     Auto Pilot 3 1.71%     BCA 3 1.71%     Business Air 1 0.57%     Business Aviation 1 0.57%     Cessna Flyer 0 0%     Charter Hub 8 4.57%     Executive Controller 10 5.71%     Private Pilot 0 0%     Professional Pilot 7 4%     Trade-A-Plane 2 1.14%     World Aircraft Sales 4 2.29%     Aviation Week 1 0.57%     Best Life 2 1.14%     BizJet 1 0.57%     Boat International 1 0.57%     Business Jet Traveler 1 0.57%     Carmel 4 2.29%     Cigar Aficionado 3 1.71%     Condé Nast Traveler 1 0.57%     Controller 4 2.29%     Crain’s 1 0.57%     Dupont Registry 9 5.14%     Esquire 5 2.86%     Florida 1 0.57%     Forbes 1 0.57%     GA News 3 1.71%     Gotham 2 1.14%     Haute Living 13 7.43%     Homes 1 0.57%     Knot 1 0.57%     Luxury Homes 1 0.57%     Maxim 1 0.57%     Nantucket 1 0.57%     National Geographic 1 0.57%     New Yorker 1 0.57%     Newsweek 2 1.14%     Nikki Beach 1 0.57%     People 4 2.29%     Playboy 1 0.57%     Robb Report 2 1.14%     Smart Money 1 0.57%     Sports Illustrated 2 1.14%     Time 2 1.14%     Town & Country 6 3.43%     US Weekly 1 0.57%     Vacation Homes 1 0.57%     Vanity Fair 2 1.14%     Veranda 3 1.71%     Vogue 2 1.14%     Wall Street Journal 3 1.71%     Wine Spectator 4 2.29%     Worth 3 1.71%     Yachts 4 2.29%

Trade Publications are in Yellow. Conducted December 2008.

While the world’s economy today is unsteady, one thing is for sure: The wealthy consumers flying aboard private jets are your best bet, and only Elite Traveler delivers these elite travelers to our advertisers through our BPA audited circulation aboard private jets in over 100 countries, including Russia, the UAE, Kuwait, Qatar, Bahrain, Oman, India, Singapore, Korea and China. All with one ad buy!

3. A Sign of the Times: Record Private Jets Greet Obama

Dulles Airport outside Washington D.C. was forced to close one runway just to handle overflow parking for the over 600 private jets expected to visit with their elite travelers on board for the inauguration last week of President Barack Obama.

Metropolitan Washington Airports Authority reported over 600 private jets would land at Dulles between Jan. 17 and Jan. 21. That would set a record, topping the 300 the airport accommodated for President George W. Bush’s 2004 inaugural.

The Federal Aviation Administration was also getting ready for the influx of private and airline jets, and were considering opening additional routes to accommodate the traffic, said Laura Brown, an agency spokeswoman.

The inaugural is “our local phenomenon that would be similar to a Super Bowl,” Hamilton said in an interview.

Terror Attacks

Until the 2001 terrorist attacks, most small planes headed to Washington for inaugurals were allowed to land at RonaldReaganWashingtonNationalAirport, directly across the Potomac River from the capital, in Arlington, Virginia. Since then, private jets have been required to use Dulles, which is in Chantilly, Virginia, 26 miles from Washington.

The runway parking at Dulles would be sufficient because most of the planes would depart after dropping off passengers, Hamilton said.

The closing of the runway shouldn’t have caused delays for other airport users, Hamilton said. That’s because the runway, the fourth at the airport, opened Nov. 20 and Dulles is accustomed to operating with only three runways, Hamilton said.

Elite Traveler’s BPA audited circulation aboard private jets and mega-yachts in over 100 countries means your ad is guaranteed to reach the highest spending luxury audience in the world no matter where they are from and where they happen to be today – each issue is read by 318,000 readers with a Household Income of $1 million +, the highest of any magazine or newspaper in the world! Sources: 2007 Prince ET/MMR for others

4. What Elite Traveler Readers bought for the holidays

Below is a sample of stories our readers have shared with us about their luxury purchases over the past holiday season:

  • Mr. M. S. of Santa Barbara spent $26,400 on a Blancpain Leman Reveil GMT watch
  • Ms. K. B. of Tampa, Florida, spent $17,975 on Chanel clothing and accessories
  • Mr. B. E. from Chicago, IL spent $22,000 on a Hublot “Big Bang” watch
  • Mr. J. P. of Tarzana, CA spent $71,000 on Kiton clothing and outerwear
  • Ms. J. W. from New York, NY spent $1,600 on Louis Vuitton shoes
  • Mr. G. A. from Miami, FL spent $7,000 on a Louis Vuitton Taiga briefcase
  • Ms. M. S. of Manila, Philippines spent $3,400 on Louis Vuitton accessories
  • Mr. R. D. of Scottsdale, AZ spent $100,000 on a Mercedes SL550 Roadster
  • Mr. M. D. of Clifton, NJ spent $110,000 on a Mercedes S550 4Matic
  • Mr. G. A. of Bethel, CT spent $3,000 on a Ralph Lauren suit
  • Ms. V. K. of Strongsville, OH spent $60,000 on a Roger Dubuis Golden Square Water diamond watch
  • Mr. A. B. of Geneva, Switzerland spent 15,000 Swiss Francs on a Roland Iten R8 Authentic Sport belt buckle
  • Mr. A. M. of Hermosa Beach, CA spent $27,900 on a Rolex Oyster Perpetual Cosmograph Daytona watch
  • Mr. M. S. from New York spent $5,000 on Stefano Ricci crocodile shoes and a jewel encrusted tie
  • Mr. J. V. of Amesbury, MA spent $75,000 on a diamond ring at Tiffany

While the world’s economy today is unsteady, one thing is for sure: The wealthy consumers flying aboard private jets are your best bet, and only Elite Traveler delivers these elite travelers to our advertisers through our BPA audited circulation aboard private jets in over 100 countries, including Russia, the UAE, Kuwait, Qatar, Bahrain, Oman, India, Singapore, Korea and China. All with one ad buy!

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