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Previews Research: Ultra Affluent Outlets

DEPARTURES:

Online Research
DEPARTURES magazine was established in 1984 for American Express Platinum Card holders as a
luxury lifestyle magazine. Feature articles in the magazine focus on travel, frequent flier programs,
art and culture, mens style, jewelry and interior design with an eye on global adventures and
purchases. The magazine produces seven issues a year with a circulation reach of 1,157,040. Most
of the content online is unavailable without a log in (you must also be an American Express Platinum
Card holder to access). DEPARTURES does not appear to cover luxury residential real estate
properties or listings often but the magazine does have a travel and architecture section. The travel
section focuses on luxury vacation spots while the architecture covers famous architectural
buildings, landmarks, etc. While I wasnt able to find many real estate-focused articles, there is a
blog, DEPARTURES Dispatch, which has one real estate listing from December 2013: A Home for Sale
in the Southwest. This listing description hones in on the scenic location and exotic design
elements. The listing agent is Walt Danley Realty, an exclusive affiliate of Christies International
Realty. This listing isnt any more unique than some of the properties Previews has, so if
DEPARTURES is open to listings, I think there is an opportunity here for Previews.
o A Home for Sale in the Southwest
o Brandos Lost Tetiaroa Island
o Los Angeless Future Landmarks

Magazine Research:
Departures has a number of different editions:
-The Home Design edition. The magazine does not mention certain realtors or agencies per se; the
articles are written about homes with current owners and the focus of the magazine is on interior
design. Advertisements within the magazine are mostly focused on things like furniture, lighting,
windows, etc. versus expensive purchasing decisions like homes or cars. There are many different types
of trend stories that Previews could use to showcase the interiors of some of its homes.
Interesting Articles:
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Pg. 46 One of the grandest Parisian hotels underwent its most extensive remodel to date in
August of 2012. This article features some of the new design decisions made to revamp the
hotel in text and photos.
o Noteworthy Sources: Maud Doyle (journalist), Miles Redd (interior designer), Thierry
Despont (architect), Ritz Paris
Pg. 60 A discussion over where to put a TV set in a home to make it the most visually appealing.
The article traces the history of TV sets in homes in the 50s and 60s and tracks the way
designers choose to place TVs in the home today.
o Noteworthy Sources: David A. Keeps (journalist), Jamie Adler (interior designer), Yves
Behar (interior designer), Chuck Chewning (interior designer), Carleton Varney (interior
designer)
Pg. 92 Special feature on a home that is filled with eclectic furniture and paraphernalia amidst
neighboring Hampton homes. Background behind the home owner (who is also an interior
designer) is included as well as a detailed description of specific elements of his home.
o Noteworthy Sources: Rima Suqi (journalist), Ty Cole (photographer), Richard Mishaan
(homeowner and interior designer)
Pg. 106 Jean-Charles de Ravenel is a famous French artist and art collector who lives in the
United States. The article showcases his home and some of the artistic elements he has used to
cast a French flair on his home.
o Noteworthy Sources: Alex Hitz (journalist), Jean-Charles de Ravenel (homeowner)
Pg. 113 This designer and artist duo designed a home together in Morocco with the intention to
create a home part Moroccan-style with an added unique artistic style. The six-page article is a
room-by-room tour of the home with the designers giving commentary on why they chose to
incorporate and include certain designs and furniture.
o Noteworthy Sources: Venetia Dearden (photographer), Bruno Frisoni (designer), Herve
Van Der Straeten (artist)



-Culture Issue While the locations of the homes featured are shared in this edition, no realtors or
agencies are mentioned (the homes featured arent necessarily for sale.) all the contact and sale
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information is provided for hotels, resorts and spas within stories. This is a common theme throughout
the publication.

Interesting articles:
Next Stop, Bruton (pg. 86). The article features Bruton, England and lists different locations in
the city that give it its reputation as one of the best locations to live. The article includes
interesting restaurants, shops and hotels.
o Noteworthy Sources: Catherine Fairweather (journalist), Phyllida Barlow (featured artist)
Star-crossed Starchitects (pg. 174). The one-page article features interesting architectural
designs all over the world.
o Noteworthy Sources: Ted Loos (Journalist)
Every Castle Needs a King (pg. 210). This isnt a home its a massive hall in Manhattan that
has been turned into a theater. The property was purchased for more than $35 million and was
transformed from an old home into a theater by the buyers. It focuses on the remodeling of the
estate.
o Noteworthy Sources: Michael Shnayerson (journalist), Alex Poots (artistic director of
theater), Wade F.B. Thompson (owner of estate)

-International Style There are a couple real estate listings in this edition which is not common in all
the publications I researched. Latter & Blum Realtors is one of the companies listed (pg. 147). The other
articles featuring interior design and home dcor do not specify any realtors or agents although the
interior design is often mentioned and/or interviewed. This edition seems to be more along the lines of
what the Exclusive brand would be interested in utilizing. This edition also focuses on leisure and travel
but seems to have a greater consumer appeal with more advertisements and features that are
affordable and available for purchase.

Interesting articles:
Graham Hills Apartment (pg. 100). The one-page article features a 420-square-foot apartment
that was purchased in SoHo. The article is in a Q&A format and is written from the perspective
of the buyer of the apartment. The owner expounds on creative things he did to best utilize the
space he had to work with.
o Noteworthy Sources: Graham Hill (owner of apartment; founder of LifeEdited)
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Downtown Style with Sean Macpherson (pg. 148). Sean Macpherson is a famous restaurateur
and hotelier and does an exclusive tour of his own home in West Village. The two-page article
lists many interior photos of the unique furniture pieces and dcor included in the home.
o Noteworthy Sources: Sean Macpherson (owner of home; restaurateur)

Elite Traveler:

Online Research
Elite Traveler magazine was designed to serve the travel and lifestyle information needs of the elite
affluent market and to assist in planning trips and making product choices. The publication is a lifestyle,
fashion and travel magazine dedicated to those elite few to whom price is not an object. The editorial
department is focused on family vacations, business travel, meetings and the consumption of luxury
goods and service. The magazine is produced bi-monthly and has a circulation reach of 101,641. Elite
Traveler does cover luxury property listings with 500-700 word posts describing the technology,
amenities, unique features and noteworthy locations that make up the property. Listing articles do
include mention of the agent and real estate affiliate. There are opportunities for Previews to pitch
research / surveys to Elite Traveler, as they previously covered the Previews Luxury Consumer Survey in
an article which looked at buyer confidence on the rebound for luxury real estate buyers (see article
below). Research by Christies International Real Estate was also sourced in the article
o US Luxury Real Estate: Buyer Confidence is Back
o $16.5 Million Beachfront Villa Listed Exclusively with Vela Casa Luxury Real Estate
o Chateau du Lac: Luxury Listing Beyond Imagination

Magazine Research
The magazine is about two times the size of a normal magazine with high-definition photography. The
magazine is divided by areas of the world including Asia, Africa, Middle East, Europe, Mexico and Central
America, Bahamas and Caribbean and The Americas. It features many different hotels, resorts and spas
with detailed descriptions of the amenities it provides along with information about how to contact and
book reservations. Every hotel mentioned includes information about the top restaurant and bar as well
as other unique amenities included in the hotel. Each article is a one-page feature. It only includes
information about hotels, resorts and spas.

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Jetset Magazine:

Online Research
Jetset Magazine is a bi-monthly magazine that targets owners and executive leaders of Fortune 500
businesses, key decision makers within the corporate world, prestigious entrepreneurs, politicians,
diplomats and professional athletes. Jetset defines itself as the number one affluent lifestyle print and
online resource with a readership of the wealthiest one percent, with an average household income of
$5.3 million. It defines luxury with the latest trends in finance, real estate, golf, travel, private aviation
and more. Jetset has a robust real estate section, which appears to also be featured in the print edition.
The magazine covers unique luxury property listings, which include agent and real estate affiliate
information. Additionally, the publication covers feature real estate stories focused on the status of the
luxury market, research and trend reports.
o Inspired Living in Indian Spring Jackson Hole, Wyoming
o Lanikai Resort Style Villa
o The Worlds Finest Estates (Presented by Sothebys International Realty)
o The 2014 Real Estate Market

Magazine Research
The magazine is meant to be read on private jets and is divided into three sections based on the flight.
The first is section is called Takeoff. This section is focused on products like sports cars, private jets,
wine and travel. The second is called Cruising Altitude and discusses technology, industry trends,
investment insights, leadership-based articles, etc. The final section is called Final Approach. It includes
articles about upcoming events and products to watch for. There are two different angles of the
magazine, one is focused on hotels, resorts and spas to stay in while the other (MARKETPLACE) focuses
on things to purchase.

Affluent Lifestyle (Kevin Costner cover)
This edition of Jetset is focused on properties all over the world that are exotic and exclusive locations
for travel. It also includes pop culture articles and trending stories.

Interesting Articles
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Pg. 35 The article features the exclusive Hotel du Palais, Biarritz, a French hotel on the Atlantic.
Expounds on the location and surrounding areas of the hotel as well as the property and
amenities available on the estate.
Pg. 76 Myths about real estate investing and setting the record straight. This article mentions
five myths about the real estate market and details why each myth is false.
o Notable Sources: Ken Mcelroy (journalist and real estate investor)
Pg. 97 Ten secrets to great leadership. (Interesting trend story)
o Notable Sources: Blair Singer (journalist)

Affluent Lifestyle (Jackie Chan cover)
Interesting Articles:
Pg. 29 This is an article focused on the region Monterey County in California. The area is a
popular tourist destination but many are not aware of the fact that some of the most expensive
and savory wines come from this region. The article focuses on this lesser-known part of the
region.
o Noteworthy Sources: Emmanuel Lupe (journalist)
Pg. 71 Article about learning to protect assets and hedge inflation.
o Noteworthy Sources: Ken Mcelroy (journalist)

Jetset (Marketplace)
This edition of Jetset is filled with real estate listings as well as interior designers one can choose to use.
Real Estate options are focused on the United States and Canada in this edition. Many different
properties are available for purchase and the realtors associated with the property along with their
contact information are included. There was no common theme of agencies featured. There are multiple
feature stories highlighting specific interior designers and providing background to their expertise and
skill set (page 21).

Interesting Articles
Pg. 20 Heiress to the Hibernia bank fortune, Celia Tobin Clark, hired a famous architect to design
a 35,000 square foot estate in 1920. The property is on the market today and is extravagantly
decorated as shown in photos.

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The Private Journey:

Online Research
The Private Journey is a quarterly magazine with a reach of 109,992 created for the onboard private jet
traveler, and is available only on private jets. The publication is designed to reach the ultra-high net
worth consumer, those individuals with the highest level of purchasing power who seek out the unique
in luxury. Each issue features in-depth articles that capture the conquest of the journey and the spirit of
the affluent consumer. There is no online editorial content, but the below link breaks down the editorial
sections / opportunities, which include, relative to real estate: Desire insightful observations from the
worlds of home dcor, home design and architecture. This section features portfolios of exquisite
environments as well as the stories behind the individuals who create them; The Contributor Private
Journey collaborates with an ever-changing array of individuals who are expert in their fields to bring
readers fact-filled stories from those in the know.
o The Private Journey Editorial Compartments

Magazine Research
The print edition is twice the size of the standard magazine size with high-definition photos included.
This publication focuses on interesting artwork; the focus is definitely on visual stimulation. Trend
stories are popular and although there are many advertisements that are clearly advertisements, there
are also a lot of stories featuring a brand but humanizing the brandgiving a voice to some of the
consumers using the product or the story behind the founding of the brand.

Interesting Articles
Pg. 28 The article not only focuses on the beautiful home built on the property but also on the
elements that make this home unique. Located on a vineyard in California, the Staglin family
estate is known not only for its wine but also for its philanthropy focus. The article mentions
some of the fundraisers that take place in the home on an annual basis.
o Noteworthy Sources: Katie Kelly Bell (journalist), Staglin Family (homeowners)
Pg. 56 The Ferretti Group (yachts) showcases some of their most impressive models and
showcases what makes them so unique in a one-page article.
o Noteworthy Sources: The Ferretti Group

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Bloomberg Pursuits

Magazine Research
This publication is focused on individuals highlighting leisurely activities. For example, one article
focuses how one mans occupation is to identify fake car models. Another article features a highly
successful surfer, John Florence on his favorite private-island resort. The magazine is all about
experiencemaking the reader feel as if they are actually experiencing the product or service being
advertized.

Interesting Articles
Pg. 18 tips to identifying fake luxury car models.
o Noteworthy Sources: Jeremy Kahn (journalist)
Pg. 28 Floating city-states could be the wave of the future with the illustrated model provided.

Other Ideas: (based on trends)
Feature a luxury home from the Previews brand and focus on what makes the city so charming
and desirable. Include interior and exterior images of the home and property.
Feature one of the Previews homes with interesting architecture and show interior and exterior
images of the home. Focus on the unique architectural elements of the home.
Interview the owner of one of the Previews properties and highlight interesting or notable
features of the home for sale.