Cape Town based publisher, The Publishing Partnership (TPP) has announced the September launch of its new publication, Private Edition. This is a quarterly publication, edited by the award winning Les Aupiais. It offers a window into the world of the understated wealthy.

Its highly targeted distribution includes personalised mailing by MTN Business, Investec Private Bank, and the Pam Golding Property Group to their most valued clients. It will also be available at exclusive invitation-only events, where each guest will receive a copy. The launch issue will be available at the Nederburg Wine Auction, and the December issue will be at the Kurland Polo International.

Private Edition (PE) looks for the story behind the story, the human element of life at the top, ever inquisitive, always looking for knowledge and new experiences. The essence of PE is that it is in the know; and it brings the reader access to a lifestyle that few experience. It is a world where the brand label is on the inside (not the outside) of the handbag, where a perfume can be tailored to your personal taste – for a price - and where a luxury car at R3.4 million can still be undervalued. PE showcases its stories with elegant design, clean, contemporary fonts and eye catching images.

“Three things really set PE apart from others in the field from a publishing perspective,” says the magazine’s publisher Paul Ingpen. “The first is the depth of the content; the second is that it is mailed to three sets of extremely affluent individuals. Thirdly, it will be available at highly exclusive lifestyle events, talking to its audience in a suitable environment. No other magazine can target this level of consumer in high numbers with such limited wastage. It is an ideal fusion of high end content delivered to a high end market in the prime of their lives.”

The value of the magazine’s demographic has been further reinforced by the recent Unilever study which talks of this “Prime Time” market – the well heeled, 40+ and at the ‘spending end’ of the spectrum.

According to Unilever’s study, ‘Prime Timers’ make up 6% of South Africa’s adult population, they own 28% of cars in South Africa, and they account for 30% of the South Africans who invest on the stock exchange. This research has shown that, “despite the current economic downturn, this golden seam of South Africa’s biggest spenders are more recession-resistant than their counterpart’s under-40 years.” Private Edition is a tailor made magazine for this discerning and financially secure market. This is the world of Private Edition.

“For readers of Private Edition, wealth is a means to a more exciting end. The magazine opens a window to their world. This discerning market astutely grows its wealth. Money gives them a comfortable, even luxurious lifestyle but it also buys the life experience. If it is a work of art, it is likely to be a commissioned work – or the discovery of new talent and the ‘next big thing’. If it is a superbly engineered car, chances are the Private Edition buyer has had a hand in its final look and feel. If it is an exquisitely crafted piece of jewellery, they have been instrumental in its design concept. The keys to this market are ‘different’ and ‘rare’... The men and women admired by this market have imagination, courage and an ‘X factor’ that turns an explorer into a pioneer. Each quarterly Private Edition magazine has a theme. Every issue revolves around one high profile event and the world that surrounds it. Private Edition is focussed, knows its market and how readers spend their wealth. Top quality paper and design that’s contemporary, clean and powerfully visual make the magazine stand out a masthead above others in a similar genre. See your market - experience their world - reach them through this unique magazine,” says Les Aupiais, Editor of Private Edition.

For more information, please call 021 424 3517 or visit www.tppsa.co.za.