SOURCE: Luxury Institute

October 16, 2008 11:00 ET

Luxury Institute Survey: Wealthy U.S. Consumers Rate the Most Prestigious Luxury Consumer Publications: Veranda, National Geographic Traveler, Real Simple, and Departures

NEW YORK, NY--(Marketwire - October 16, 2008) - High net-worth consumers rated Veranda the most prestigious luxury consumer publication brand in the 2009 Luxury Brand Status Index (LBSI) survey from the independent New York City-based Luxury Institute ( Respondents who would recommend Veranda say, "It has great photography and beautiful home ideas," and "If you love antiques, you'll love Veranda." National Geographic Traveler and Real Simple tied for second place. Departures was third.

"At a time when the luxury consumer publications category is flooded with choices, luxury advertisers need guidance to make their precious investments," said Milton Pedraza, CEO of the Luxury Institute. "This survey measures critical factors that drive consumers to read a publication: subject matter expertise, relevancy of content, appropriateness of advertising, and visual appeal. Our impartial and independent surveys deliver the voice of the high net-worth consumer to the luxury industry. In especially difficult times, luxury needs impartial data to make advertising decisions."

Following are the 48 luxury consumer publications brands rated by wealthy consumers (in alphabetical order):

Architectural Digest
Better Homes & Gardens
Bon Appetit
Cigar Aficionado
Coastal Living
Conde Nast Traveler
Elle Décor
Food and Wine
Golf Digest
Golf Magazine
Gourmet Magazine
GQ (Gentleman's Quarterly)
House Beautiful
Marie Claire
Men's Journal
Men's Vogue
Metropolitan Home
National Geographic Traveler
New York Magazine
The New York Times (Regular Daily Newspaper)
The New York Times (Sunday Magazine)
The New Yorker
Real Simple
Robb Report
Scientific American
Southern Accents
Town and Country
Traditional Home
Travel and Leisure
Travel and Leisure Golf
Vanity Fair
Wine Spectator
WSJ (Wall Street Journal Magazine)

The proprietary Luxury Brand Status Index (LBSI) survey is the only measure of the prestige of leading brands among wealthy Americans. A national sample of 1,600 wealthy American consumers was surveyed online. The average income was $349K and the average net-worth was $3.4 million.

The LBSI for publications asks respondents to rate the brands along four main "pillars" of brand stature:

--  Subject matter expert among its competitors
--  Content and articles that are helpful and relevant
--  Advertising that is appropriate for "people like me"
--  Superior visual appeal

In addition, the survey also measures three key "outcome" metrics, which are compared to the category LBSI:

--  Worthiness of a significant price premium.
--  Willingness to recommend the brands to people they care about and why,
    or why not.
--  Brand preference as the brand most likely to be considered the next
    time a purchase is made.

A new feature of the survey is the question: 'what is the one thing you would change about each brand, besides price, if you could?'

Survey results are weighted to match demographic and net worth profiles of the same audience according to the latest Survey of Consumer Finances from The Federal Reserve.

About the Luxury Institute

The Luxury Institute is the uniquely independent and impartial ratings, reviews and research institution that is the trusted and respected voice of the high net-worth consumer. The Institute provides a portfolio of proprietary publications and research that guides and educates high net-worth individuals and the companies that cater to them on leading edge trends, high net-worth consumer rankings and ratings of luxury brands, and best practices. The Luxury Institute also operates the Luxury Board (, the world's first global, membership-based online community for luxury goods and services executives, professionals and entrepreneurs. To reach the Luxury Institute, please call 646-792-2669 or go to

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