Read the text (by yourself - 1 min., aloud - 2 min.). In any ever-changing world, the rich confirm they have always been a niche market

A real gem!

In any ever-changing world, the rich confirm they have always been a niche market. Jewel lovers rejoice! Canada media, publisher of three luxury magazines, are debauching their famous high-end glossy magazine, Sparkle. Magazines that cater to the affluent are not new, but, since its launch in 1986. Sparkle has always been one of the most prestigious and successful of them. Now the Head of Publishing at Canada Media, Diana Williams says it is about time to regain the interests of younger readers in Sparkle. She maintains that this can be done by “strengthening the awareness of Sparkle and by reinforcing the perception of its image.”

Product placement is another asset that the team at Sparkle has managed to effectively, both in TV and in films. Besides the brilliant idea to have Claudia Schneider and Nicole Lopes at the launch event, what has been even more important is getting both of them to endorse Sparkle in a recent advert.

Distribution will follow the model of the company’s other magazines: top newspapers stands in the most affluent quarters in the big cities, and subscriptions in North America. However, the great novelty is a new browsable online version of Sparkle, which it is hoped will be particularly popular among young women. The online version should be available in February.

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