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You can find the current article at its original source at http://www.guardian.co.uk/uk/the-northerner/2013/feb/08/foxley-docket-luxury-magazine-launch
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| Version 2 | Version 3 |
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| Ultra-luxury magazine targets north's 'discerning' millionaires | Ultra-luxury magazine targets north's 'discerning' millionaires |
| (10 days later) | |
| What woman wouldn't want a perfume that offers "the possibility of impromptu encounters and seductions on every street corner"? A lazy woman, perhaps. Or a busy one. After all, how tiresome would it be if literally every time you crossed the street you had to negotiate a man itching for an impromptu encounter. | What woman wouldn't want a perfume that offers "the possibility of impromptu encounters and seductions on every street corner"? A lazy woman, perhaps. Or a busy one. After all, how tiresome would it be if literally every time you crossed the street you had to negotiate a man itching for an impromptu encounter. |
| Us northerners may like to think we can leave marketing flim-flam and rank hyperbole to London types, because we like to tell it straight up here. But now it seems that "an elite audience of discerning consumers" will not be able to escape, after the launch of a new lifestyle magazine targeted at the north-west's richest people – those with less than a few million in the current account need not worry. | Us northerners may like to think we can leave marketing flim-flam and rank hyperbole to London types, because we like to tell it straight up here. But now it seems that "an elite audience of discerning consumers" will not be able to escape, after the launch of a new lifestyle magazine targeted at the north-west's richest people – those with less than a few million in the current account need not worry. |
| Issue 1 of the Foxley Docket, based in Mawdesley, Lancashire, landed on the doormats of 12,116 homes and businesses "in the most affluent areas of Manchester, Cheshire and Lancashire". A very precise number, you might think, but - as prospective advertisers are reassured in a covering letter, in italics - this is no ordinary publication: | Issue 1 of the Foxley Docket, based in Mawdesley, Lancashire, landed on the doormats of 12,116 homes and businesses "in the most affluent areas of Manchester, Cheshire and Lancashire". A very precise number, you might think, but - as prospective advertisers are reassured in a covering letter, in italics - this is no ordinary publication: |
| The magazine is not aimed at the aspirational, it is for the already arrived | The magazine is not aimed at the aspirational, it is for the already arrived |
| So, having "already arrived", and with so much pesky money sloshing around in your gold-plated swimming pool, what does the Foxley Docket think you might want to spend your cash on? As well as the aforementioned love potion (In the City of Sin by Kilian, Eau de Toilette, 100ml, £320), they also temp you with editorials on a fridge so big it has a built-in oven and room for a coffee maker (Meneghini La Cambusa, £16,400), and a 55-year-old Speyside single malt (Macallan Lalique, £15,000) – though I think most of the asking price might be to pay for the hand-crafted crystal decanter. | So, having "already arrived", and with so much pesky money sloshing around in your gold-plated swimming pool, what does the Foxley Docket think you might want to spend your cash on? As well as the aforementioned love potion (In the City of Sin by Kilian, Eau de Toilette, 100ml, £320), they also temp you with editorials on a fridge so big it has a built-in oven and room for a coffee maker (Meneghini La Cambusa, £16,400), and a 55-year-old Speyside single malt (Macallan Lalique, £15,000) – though I think most of the asking price might be to pay for the hand-crafted crystal decanter. |
| One of the issue's main features is an interview with self-styled 'Luxury Guru' Lorre White, who is asked why the luxury market is so strong even in times of economic unrest: | One of the issue's main features is an interview with self-styled 'Luxury Guru' Lorre White, who is asked why the luxury market is so strong even in times of economic unrest: |
| It is the middle classes that are hurt worse in economic downturns … The truly wealthy can lose half their net worth and still be rich. If you're worth a billion and you lose half of it, you're still not skipping any meals or pulling your kids out of school to help support the family | It is the middle classes that are hurt worse in economic downturns … The truly wealthy can lose half their net worth and still be rich. If you're worth a billion and you lose half of it, you're still not skipping any meals or pulling your kids out of school to help support the family |
| Interestingly, the Foxley Docket (usual annual subscription, £30) distributes free copies at MediaCity and Salford Quays in order "to reach the most affluent demographic". So maybe the recent news of Salford's spike in house prices due to the influx BBC staff (reportedly clutching relocation allowances of £1,900 a month) really is transforming the economic landscape. It's all a far cry from matchstalk men and matchstalk cats and dogs. | Interestingly, the Foxley Docket (usual annual subscription, £30) distributes free copies at MediaCity and Salford Quays in order "to reach the most affluent demographic". So maybe the recent news of Salford's spike in house prices due to the influx BBC staff (reportedly clutching relocation allowances of £1,900 a month) really is transforming the economic landscape. It's all a far cry from matchstalk men and matchstalk cats and dogs. |
| So what do you think this kind of ultra-luxury lifestyle magazine says about the north? Do you live in Yorkshire, or Northumberland or Cumbria and want to know where to get you hands on it? Or perhaps you were lucky enough to be on the mailing list and want to tell us what you've bought? | So what do you think this kind of ultra-luxury lifestyle magazine says about the north? Do you live in Yorkshire, or Northumberland or Cumbria and want to know where to get you hands on it? Or perhaps you were lucky enough to be on the mailing list and want to tell us what you've bought? |
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