McMurry's 'Ultra-affluent' Title 6 to Launch Next Week
Phoenix-based custom publisher McMurry Inc. next week will launch its own magazine for the first time. 6, targeting "ultra-affluent Americans," will be rolled out as a bimonthly with a circulation of 100,000.
Qualifying subscribers possess an average net worth of $25 million, according to New York City-based media research firm Monroe Mendelsohn Research.
"6 is the result of breakthrough insights we discovered about wealthy consumers and luxury advertisers that get to the heart of what they have each been missing," said Tracie McLaughlin, publisher of 6.
McMurry built a database of 100,000 American households with a net worth of at least $25 million. The magazine will not be sold at newsstands and can only be received by filling out a subscription card and qualifying for the list. McMurry says this approach has garnered much attention from advertisers.
"Advertisers felt existing media options exposed their products to too many consumers who aspire to be wealthy, rather than those who actually are wealthy," McLaughlin said. "And ultra-affluent consumers told us that once a person can afford all the material possessions they've sought, the next pursuit is about experiences that enrich life."
6 (and its related online property http://www.experience6.com) will offer its readers sound and motion previews of six ultimate experiences available for purchase, allowing consumers to live out what they've read about and explored. These experiences in each issue and online are centered around six "passion points": wealth, style, travel, treasure, design and body.