Aspirational vs. Inspirational Media

Aspirational media, magazines that cater to those who want to know what to do, what and where to buy, where to eat dinner/breakfast/lunch, what to order, what to wear, which watches to buy, what cars to buy, in other words how to live their lives just like rich people do, the life they aspire to, are those glossy, hundred plus page magazines with thousands of beautiful ads, advertorial stories, all selling a lifestyle still to be acquired. Nothing is wrong with these at all, many read them, and get the information, go to the internet and research the product. But the economy and whether the product and stories about the product are new news are the variables that often dictate whether the aspirationals ever call on the ads or just look at the nice pictures and move on. On the other hand is….

Inspirational media – magazines that cater to those who already have big watches and cars, know what to wear and where to go. These media are often magazines associated with the highest end brand and products in existence: Bombardier, Broughton’s ( The magazine that goes to Aston-Martin, Bentley and Spyker owners) and Alchemy, a magazine that goes to luxury small jet owners in Europe. There is also, of great repute, Caviar Affair, published in the U.S., but read widely by many in Europe and Russia, and the new magazine, associated with the highest end CEO population, Executive Living associated with the well-heeled Boston publication, Directorship magazine. These magazines showcase business profiles of high end CEOs, unusual destinations and what the high highest end business and family suites feel like – in general, many of the nuances of an already acquired high end, inspirational life. Such media also associate themselves with high end sporting and tv/film events, and intellectual symposia, all of can be co-sponsored by the destination club and PRC industry.

It is crucial to remember the old stat, still relevant from a 2006-2007 study formulated by PriceWaterhouseCoopers: that 41% of affluent US households are familiar with fractional ownership and 1/6 may purchase in 5 years. Well, the apple may have fallen to the ground, and maybe 1/10 will buy, but that still is a lot of people. It is up to the industry to educate, elucidate and re-stabilize members, as their decision-making processes are made.