Dr Mumbo

Fairfax’s push into the $100,000 giant atlas market…

Shop Much has been written in recent years about Fairfax Media’s challenged business model and its charge to build new revenue streams, so it is heartening to see the business diversifying into a global-facing market –  massive atlases.

Dr Mumbo doesn’t own any Fairfax shares but he does wonder whether the board was consulted about the company’s decision to move into the luxury atlas market. 

Particularly with price points of $6,400, $10,000 and a whopping $100,000 for what is billed as “the World’s Largest Atlas”…

On a day when Fairfax was eagerly spruiking its digital growth, Dr Mumbo has to question the size of the print market for what is a very, very big atlas.

SmallFor those with only a bit of spare cash to spend, you have the option of the smaller blue version for only $6,400. This version is one of only 2,000 and will take up just two shelves on your bookcase.

MediumAlternatively for a a couple of grand extra you could purchase the $10,000 Gold version which appears to be big enough to crush a small baby (see baby number five, who appears to be eyeing the atlas somewhat nervously).

largest atlasHowever, Dr Mumbo presumes that Fairfax is attempting to cater for the true cartography enthusiast with its limited edition $100,000 “Platinium” Atlas.

As the SMH Shop website explains, it is one of only 31, printed in Italy an bound in Hong Kong.

CertificateIt also comes with a Guinness World Records certificate verifying that it is indeed the “World’s Largest Atlas”. Dr Mumbo presumes this is for people who are fed up with Apple Maps.

However, anyone considering purchasing the atlast should take heed of the terms and conditions on the returns policy:

T and CIt could be a handy last-minute Valntine’s gift for that special someone.

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