Masters of Fluff
It must be getting tougher to sell ads aimed at rich people. The soft and tony magazine Exclusively Yours has fired half its staff. Meanwhile, rival M Magazine is retrenching, having killed one of its three lifestyle magazines. Both aim at the same audience: Milwaukee’s wealthy. Both are mostly sent free to homes in high-income ZIP codes. The targeting can be precise: EY may snub more modest homes while slipping through the mail slots of the mansions next door. Both compete with Milwaukee Magazine for ads, but largely avoid paid subscriptions or newsstands. M is sold at selected bookstores: According…
