Luxury Spotlight: Meredith Xavier from Ligné Magazine
Interior design can be dynamic and dramatic or it can be soft and supple but it should always be inspired. Meredith Xavier founder of the Ligne Agency and Ligné Magazine fell in love with beautiful things when working for Christies in Beverly Hills. After tiptoeing around the basement of the National Gallery and grabbing her Masters in Fine and Decorative Arts Connoisseurship she started the innovative Ligne Agency. Dealing exclusively with the creative world of interior design, the Ligne Agency offers a full public relations and business development service. Their highly selective client list boats the best artisans and designers in the business ensuring that high class vision is everything. We sit down with Meredith to find out how the ever tactile company of Ligne Agency is moving forward in the art of the digital age.
Every luxury expert has a different story on how they got started in the industry. What is yours?
I started at Christie’s Auction House in Beverly Hills. They hired me as an intern when I was a Junior at Pepperdine - and I became enamored with the culture. I was surrounded by incredible and significant works of art and decorative pieces. Soon I was cataloging sales and handling the business side of the art world.
I moved to London after I graduated and obtained my Masters in Fine and Decorative Arts Connoisseurship from Christie’s through the University of Glasgow. We spent our afternoons in the basement of the National Gallery viewing works of art the public has probably never seen. It was an incredible experience - and I knew working with the buyers and clients at this level was exactly where I wanted to be.
Tell us about Ligné Magazine. Who is your core audience and what marketing opportunities do you offer luxury brands?
Ligné Magazine started as an interior design focused publication and over the years has grown to encompass travel, fashion and culture. There is so much great design out there and sadly not as many places to get it published as there used to be in terms of print - so I decided to start my own magazine and tell the stories I wanted to tell. And I absolutely love to write, when I can find the time.
Our audience is consumers in the top 2% HHI and architects and designers that are working on multi-million dollar homes. Our print issue has controlled distribution, so our advertisers know exactly who it is going to. That is the biggest draw about working with Ligné Magazine. Our online readers vary greatly, but one thing they all have in common is a passion for interior design. That is the core of the magazine and always will be.
In what ways has your publication changed over the years? And how has your publication remained successful in light of competing digital magazines?
Like any magazine we have evolved dramatically each year. The design is better, the content is more international - and we are constantly striving to bring beautiful design to people who are perpetually on the lookout for ways to enhance their home, wardrobe and overall lifestyle. I don’t feel that we are competing with other digital publications - we live in a world that constantly bombards you with information. There is so much to see online that it is at times completely overwhelming. On the upside of that, digital publishing makes it easy to consume several magazines a day regardless of where you are. Ligné Magazine is meant to be something to escape with - a beautiful, clean design with great features that our readers can truly enjoy.
What do you think is the future for print publications, as compared to digital alternatives?
We print Ligné Magazine because the design industry is very tactile. They want to turn the pages, flag designs, bend a page corner - and even tear out images to put on an inspiration board. This is the beauty of print publications. What we are sharing and writing about is nothing like a newspaper. The magazines are meant to be kept and read over and over again - I will always prefer to read a magazine in print than online.
Digital brings accessibility. Articles are easy to share and everyone loves a good Pinterest board. We have a need for both, and I think we always will.
How has the world of social media affected print publications? And what is your strategy when it comes to social media?
Social media has allowed magazines to expand their audience by sharing original content and driving direct traffic directly back to their publication. It also helps build anticipation towards future issues - we love to preview articles or give sneak peeks to our social media followers so they have the inside track on our upcoming issues.
Many print magazines also manage a successful luxury blog. What is your take on this?
For us, we can’t put everything in print - so online is a venue to share stories and content that we think our audience would love, and just simply doesn’t work into an upcoming print issue. Having an online presence as a publication is vital to keeping readers engaged. It allows constant communication with readers that wouldn’t be available otherwise.
What do you think constitutes a successful marketing campaign? And what are some examples of successful campaigns that have featured in your publication?
A successful marketing campaign makes you stop and pay attention - whether through verbiage or imagery. It engages, and gives a relevant message to the audience for which it was created. Most of our advertisers are shelter industry focused, and the most successful campaigns are the simple ones. They exhibit great design with no fuss - they allow the quality of the product to come through and speak for itself.
Like most successful blogger/editor, you probably received hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I look for the unique - the one of a kind, and the true talent that isn’t just regurgitating what has been seen time and time again. I also publish products and projects that I personally feel stand for something. Sadly, that’s few and far between. And brands that send me a concise, to the point pitch that is tailored for our publication have a much better chance of getting coverage than the generic press release.
What is your take on press releases? Do you still enjoy receiving them or do you prefer a more personable one-on-one approach?
Definitely the one on one approach. We appreciate when a pitch is directed at our publication - knowing the individual who sent it has a knowledge and understanding of our audience and takes the time to send us edited and relevant content. Generic press releases that are sent to mass audiences are not of interest to us.
If you had to give advice to a new luxury startup on how to get featured in a prestigious luxury magazine, what would it be?
Get your brand out there - pick up the phone and call the editor you are pitching to. Let them know who you are - set a time to meet in person and show your work. Know your audience, your brand message and your PR goals. Editors appreciate hearing the story about the product and why it is significant, unique and worthy of valuable page space. Every pitch may not be a placement, but you are setting the foundation with that editor and building name recognition. That can only help the future success of your brand with that magazine.
Connect with Ligné Magazine on Facebook, Twitter, Instagram or LinkedIn. Or reach out to us for an introduction.
Luxury Spotlight: Jeffrey Gomez, Founder & Editor-in-Chief of The Snob Magazine
The founder and visionary behind The Snob Magazine, Jeffrey Gomez is an expert on the exclusive nature of all things luxury. Starting out as a writer for Source Interlink Media and their automotive titles in his college days, he turned to the world of wealth and attained the position of a lead investment broker at a Beverly Hills hedge fund.
But the lure of the world of luxury made him take another turn in his career. Determined to wipe away the inane concept of ’mass luxury’, he started The Snob Magazine – ”a luxury lifestyle publication that provides readers with a highlight of the very best luxuries from around the world”.
Every expert has a different story on how they got started blogging. What is yours?
I started The Snob Magazine after I left a great career as an investment broker. Having dealt with the super rich for work, I knew the arena and players well. Creating The Snob around that audience was the natural progression.
Like most luxury experts, you probably receive hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I look for a rich history of a brand. I am particularly interested in the quality of their products and/or services. Too many brands are stuffed full of marketing, but what it really comes down to is service and quality.
What is the best pitch you have received from a luxury brand? What is the worst?
The best pitches tell me a story and sell me on why I should pay attention. Set me up with a scenario and lay out for me what is important. The worst pitches are all hype and are quickly deleted. I need substance, not marketing and gimmicks.
What is your take on press releases? Do you like receiving them or do you simply discard them?
I hate press releases. I understand that it is an efficient way to get information out, but I don't believe that it does much good for magazines or other publications. Sure TV and newspapers can use the information from a press release to write up a quick snippet, but marketing and publicity needs to be more delicate and specific for outlets if you want to have any real and meaningful coverage.
What would make you choose to work with a brand on a giveaway campaign on your site?
I would want cross promotion and marketing. We can get your brand in front of a large and well-heeled audience, but we need help in return. Too often brands ask for something and give nothing in return. It is a two way street and brands need to follow up with their business if we send them customers. Dropping the ball will make us all look bad.
If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
Email is the best way to reach our magazine. Social media works sometimes, but it is too familiar and relaxed. This is a business after all.
What is the coolest gift you have received from a luxury brand in an outreach program?
I get endless gifts, thankfully! From watches to private jets.
Of all the social media channels you engage on, which one do you prefer and why?
I prefer Instagram. I think people want to see splashy images. The ability to comment is also appealing to the public. Having direct commentary to a taste maker makes consumers feel empowered and listened to.
Which social media channels does your audience interact with the most?
I think it is a toss between Instagram and Twitter.
In your opinion, what does it take to become successful on social media?
Presence and persistence. You can't blog off and on and you can't not answer questions or reply late. We live in an instant gratification era and anything other than timely will lose.
Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
Social ranking, etc is all bogus. Just take one look at Fiverr.com and you will see that anything can be bought. Marketing and PR people need to focus on the publication and their audience and partnerships with other brands. Everything else is irrelevant.
Do you sometime receive compensation from luxury brands, whether it's in the form of cash or incentives, to write about them?
Yes.
Apart from your managing your magazine, do you offer additional services to luxury brands who choose to work with you?
Definitely. It just comes with having a very wealthy audience. We do everything from private dinners to events, experiences with companies for our audience.
Have you rubbed shoulders with the rich and famous through your work as a luxury expert?
Living in Los Angeles, I interact heavily with the movers and shakers of entertainment and politics. A great number of our readers are very famous, but naming names is so passé. Rest assured though, we get emails all the time asking for specific help from some very important people.
If you had to mentor a new writer, what is your go-to advice to become successful?
Work, work and work. Keep your nose down and write. Everything else will fall into place. Content is KING!
Get in touch with Jeffrey Gomez vi email. Or, connect with him on Facebook or Twitter. Or, reach out to us for an introduction.
Luxury Spotlight: Andra Oprea, Editor-in-Chief & Project Manager of Stylezza
With years of experience in the field of journalism and editing, Andra Oprea offers an insight into the world of luxury with her digital magazine – Stylezza. As the Editor-in-Chief & Project Manager of this famed magazine, she has come across the best in class experiences when it comes to fashion, beauty, art, photography and myriad other subjects.
Her experiences have led her to believe in quality over quantity – something reflected in the selection of which events and news feature in her magazine. And with her flair for the artistic expressions of life, it isn’t a surprise that Stylezza has become one of the beacons in the French Riviera/Monaco fashion and art circuit.
Let’s get a glimpse at what she has to say about her contributions to the luxury niche.
1. Every editor has a different story on how they got started writing. What is yours?
My story with writing starts when I was little or maybe from another life. I have always been connected with written words, poetry. I remember I used to invent and compose poetry in my mind holding a hand upside down when I was about four years old. With time, the passion has grown. When I first discovered love, I got so inspired that I started writing my first essay at 17 years old. The essay was awarded at an international competition in Tokyo. I continued writing children books, essays, never got the time to start a book although the idea has always haunted me. But, I started Journalism and it got me going ever since. I can use writing in a modern way now, especially on the digital format. It is my way of expressing, of choosing what to do in order to leave something behind me that is made by me and not an echo.
2. Like most successful fashion magazine, you probably received hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I daily receive a great amount of emails from different brands around the globe. What makes me choose one brand over the other is the inspiration and the idea behind the concept. I do not like very much the commercial type, the mass quantity information. I prefer the quality and the information that inspires the reader and makes him widen his vision. I like the mix between art and fashion, the stir of ideas and the things that have value, originality. There are so many brilliant minds and brands that are in the dark because they do not have the marketing behind them, and so many futile brands that have the money but not the worth. So, I prefer choosing the value. Not everything that has created a name during the years because it was supported financially has to be chosen just to make clicks. No, I prefer to make value. And that is why I appreciate my readers!
3. What is the best pitch you have received from a luxury brand? What is the worst?
There are so many that I can`t classify them. I don`t have a best pitch in mind, but the worst are those who are poor in information and quality and try to hook you no matter what.
4. What is your take on press releases? Do you like receiving them or do you simply discard them?
I like receiving press releases; it is a great source of information. Still, it depends on the message it wants to convey or the way it is done. I like to see good content that has all the ingredients for a good article. What makes me click and read the press release is a good title or idea worth spreading.
5. What would make you choose to work with a brand on a giveaway campaign on your site?
A giveaway campaign is always a challenge for my readers and the main focus is on them. We organize this type of campaigns when the prize fits our target and the magazine`s profile. It has to be interactive, to involve the readers and most of the time they do get involved by commenting on the article, on the social networks.
6. If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
I prefer having the information by email. It is more complex, it can have more accurate and precise information, all we need just in front of our eyes. Of course, if we want to develop even more the partnership, we can meet or discuss over the phone. The email, I think, it is now the most important form of reaching and connecting, spreading the ideas, creating partnerships and collaborations.
7. Of all the social media channels you engage on, which one do you prefer and why?
Every social network has its own particularities. But, for spreading the news over social media, I prefer Facebook: it has an easier way of connecting and reaching, sharing the info in a complex way (text, photo), it can be interactive and you can control the views and reactions. Then, I prefer Instagram for another side of the story – the message through an image, simple as that!
8. Which social media channels does your audience interact with the most?
Our readers interact differently on our social channels. It depends very much of the geolocalisation. If they are from US, they interact a lot on Twitter, while the Europeans like Facebook more. Also, it depends a lot on the time of posting, on the same criteria as above.
9. In your opinion, what does it take to become successful on social media?
On social media, just like on every other digital platform, you have to inspire but also you have to reach your target. Many prefer posting frequently once every hour, others prefer less quantity. It depends very much to whom you address to, which social category, status etc. It is known that young people will tend to be more active on social networks and want as much information as possible, while other categories like top managers will be interested in quality information over quantity, to have the best news of interest to them even if they enter late at night, so to say. So, for me, is having the right information delivered to the right category of readers at the right time.
10. Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
I do not use Klout very often. I think, though, that being on platforms that help you reach your readers can be a great step towards a wider audience.
11. Do you sometime receive compensation from luxury brands, whether it's in the form of cash or incentives, to write about them?
Yes, it happens often to receive products in order to write about them. Sometimes, it is a great thing because you can test the product yourself and write about it. Of course, you have to maintain your neutrality. This is one of the factors that differentiate blogs from digital magazines. Blogs can express their opinions towards products, brands in a personal way while digital magazines publish the news following deontological codes, and objectivity is one of them.
12. Apart from promoting brands through your magazine, do you offer additional services to luxury brands who choose to work with you?
Stylezza is a digital magazine that focuses also on branding on the French Riviera / Monaco and on high class events. We have contacts with important people in the area who are always interested in partnering with us to create events (and here, we have some secret ingredients that can assure the uniqueness and originality of the event). Also, there are international brands that are interested in having visibility on the French Riviera / Monaco and here we can help them. There is a mix of editorial, photography, events, all focused on the partners that we collaborate with.
13. Do you manage more than one magazine/blog? If so, which ones?
I manage Stylezza magazine. It is a digital platform located in a very beautiful area of the French Riviera. We cover the most important news and events in the region, especially Monaco, Cannes, St Tropez. It is both in English and in French as it reaches an international audience with worldwide news.
14. What would you say is the best thing about being a fashion editor?
The best thing about being a fashion editor is that I write, and this is my passion. Second, is that I get to know amazing people and places, exchanging ideas and traveling.
15. Have you rub shoulders with the rich and famous through your work as a fashion editor?
Yes, I have shaken hands and discussed with very important names, with top managers, celebrity and royalty. A real honor to meet so many important people, to share ideas, to interview or to collaborate.
16. If you had to mentor a new writer, what is your go-to advice to become successful?
My best advice that I can give to a new writer it is to write with passion, to give his time to develop this passion. To read and write a lot! I remember one of my Journalism University Professor who used to tell us at his class that we should write everyday about every tiny thing that we see around us...but just write!
You can reach Andra Oprea with the contact form on the site, or get in touch on Facebook, Twitter, YouTube or Google+. If you need an introduction, just reach out to us.
Top 10 Luxury Publications Targeting The Affluent American
While a significant section of the publishing industry has moved in a digital direction, those who target affluent Americans continue to create luxurious, sophisticated printed magazines for their consumers. These luxury publications cater to a specific group of elite readers and operate with the unique goal of exuding opulence with every turn of the page. These publications are not only written to engage today’s affluent American, but to offer a stunning piece of art work readers can hold right in their hands, and use as their personal gateway into the world of elite living.
These high-end lifestyle magazines have become a lasting staple in the world of luxury branding, and continue to successfully engage elite consumers. This prevalence in the market has made these publications a popular communication for luxury brands who want to advertise directly to their target consumers. Here are ten of the most influential luxury lifestyle publications available on the market today.
Robb Report
This monthly magazine has been in publication for over three decades and displays products and services from the world’s leading luxury brands. With themed editions that include their annual “Best of the Best” issue, this magazine has a longstanding following of dedicated readers.
Upscale Living Magazine
Known as the “portal of luxury goods” this upscale magazine is an exclusive publication that touches on everything from yachts and private jets, to real estate and fine jewelry.
Modern Luxury CS
As one of the most popular magazines in the Modern Luxury collection of publications, CS has a readership of more than 270,000. Twelve issues a year are circulated to events, luxury hotels and those who have paying subscriptions.
Niche Media
As one of the most popular Niche Media publications, LA Confidential offers readers with an inside guide on how to live like the rich and famous.
Departure
This high end American Express magazine is distributed only to the company’s Platinum and Centurion card members. Seven issues a year focus on the globe’s leading luxury brands.
Black Ink
This invitation only magazine is offered only to the highest level of American Express cardholders, and is associated with the brand’s infamous Black Card. Four issues a year focus on single topics that cater to the affluent reader.
Global Living Magazine
The tagline for this magazine is “living luxuriously worldwide,” and it focuses on offering six yearly insights to the most high-end travel destinations across the globe.
Afar Magazine
Voted as the top travel magazine in the world, this publication offers seasoned, affluent travelers with insight into the globe’s most luxurious destinations.
Travel and Leisure
This monthly magazine has been around since the 1930s. Now owned by American Express Publishing, Travel and Leisure focuses on offering monthly articles and travel photography of the world’s most upscale environments.
Elite Traveler
Six issues of this publication are released every year to readers who have an average household income of $5.3 million. The publication is aimed at the ‘elite affluent’ and more than 90% of the distribution of these magazines are inside private jets and first class airline lounges.
Did we miss your favorite luxury publications targeting the affluent American? If so, add your favorite print magazine in our comments.