Targeting the rich

John Kublin of The New York Observer writes about Pursuits, the Wall Street Journal magazine expected to launch next year and target rich readers.

Kublin wrote, “Pursuits won’t launch until next September—though it’s speculated that Rupert Murdoch may try to push up the start date—but already a prototype has been laid out and approved by Mr. Murdoch, according to a knowledgeable Dow Jones source. Mr. Murdoch gave the green light in a recent 45-minute meeting where he asked lots of questions and raised no apparent objections, said the source, who was briefed on the meeting.

“The prototype leaves little doubt as to who are the magazine’s target readers—and advertisers. In one version, Mr. Ellison was on the cover. There was also a front-of-the-book section comprised of ‘snippets with a sense of humor.’ One sample story idea offered advice on art collecting, another told readers how to tell the difference between vintage and counterfeit wine, and a third examined how wealthy families manage their estates. Also included, according to the source, ‘is the usual fun stuff: books and boats and planes and cars.’ As one person who was interviewed for an editorial position, and declined, put it: ‘This isn’t going to be The Economist.'”

Read more here.