US luxury-lifestyle magazine Robb Report is to launch in Australia

US lifestyle and luxury magazine Robb Report is to launch an Australian edition across print and digital in October with a follow-up app scheduled for release next year.

Robb Report 2The magazine, which is owned by US media company CurtCo Media, targets readers with a high net worth, will achieve 17 international editions with its latest launch.

The Robb Report say its readers have a median age of 45, and a 78:22 male-female ratio with a focus on “discerning readers, with a guide to the finest in luxury living, from cars and yachts to watches, wines and fashions, and hotels and dining.”

The Robb Report is edited by long-time motoring journalist Michael Stahl. He has contributed to Wheels Magazine, The Australian Financial Review and The Bulletin and most recently was features editor of Qantas magazine.

Speaking with Mumbrella, Stahl said: “The Robb report has been around for 40 years in the States and our October launch date is because it coincides with their 40th anniversary issue.

“The magazine is more about telling the stories behind things – the craftsmanship, the history. It covers automotive, which has been my experience, watches and fashion, travel, private aviations and boats.”

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Michael Stahl: the magazine will have a local content quota

Stahl said the magazine has a unique position in market as he believes it does not have a direct competitor.

“It’s not really directly against Men’s Style, GQ, Vogue Living, Belle or anything. It touches a lot of those aspects but I don’t think it has a direct competitor,” he said.

On launching a print product in an environment in which other publishers are closing print editions, Stahl is confident the Robb Report will survive.

“My belief is that just as digital watches didn’t kill mechanical watches, just as video and live streaming didn’t kill cinema, in fact it made each of those things a more up-market and luxury experience. My feeling is that there is a ground-swell of people who view in a connected world being disconnected as a luxury,” he said.

“I love that the Robb Report won’t ring while you’re reading it,” he added with a laugh.

The magazine is complemented with a website with an iPad app, set for launch in 2017.

“The magazine and the digital version are launching at the same time but we’re really working on the iPad app which will come in 2017,” Stahl said.

The Australian version of title has a quota of local content it must publish in each edition but Stahl will also be able to “cherry-pick” content from the US edition.

“It’s a fairly standard percentage, there’s a minimum and maximum of local content that can go in each issue,” Stahl explained.

On the revenue front Stahl said while there are native and branded content opportunities for brands, “a big emphasis” will be on events.

“That extends through to branded events where it might be a car brand or a property company will get groups together and we can do co-branded events,” he said.

According to IBIS World, the Australia luxury sector has seen 11% growth in recent years and is projected to become a $2.4bn industry by 2019-2020. 


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