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The Times revives Luxx magazine as it eyes growth in content verticals

The newly revamped Luxx magazine

The Times has revived its quarterly luxury magazine Luxx with former Esquire editor Jeremy Langmead at the helm, the latest in a string of high-profile hires from the publisher as it looks to build out its content verticals and realise the revenue potential within.

Luxx was launched in 2007 but was dropped by The Times as a quarterly title in 2013. Now the publisher sees an opportunity to reach its "affluent readers" with a revamped offering under the experienced eye of Jeremy Landmead, who is also brand and content director at Mr Porter. As a brand it claims to reach more households earning £150,000 than any other newspaper.

The first edition of the revamped magazine will be published in this Saturday’s (3 December) edition of The Times. The magazine will pull content from The Times' writers including fashion director Anna Murphy, and property and finance commentator Anne Ashworth.

The first of 2017’s four editions will be published on 11 March. Throughout the year the magazine will cover on topics including property, watches & jewelery, cars and travel.

As well as providing audiences with a dedicated luxury product, the magazine opens up opportunities for advertisers looking to target a high-end demographic.

Recognising this, Dominic Carter, chief commercial officer at News UK, said: “With LUXX magazine, The Times has created an intelligent and enticing product that understands both the luxury market and its reader. Our products are insight and consumer-led to connect advertisers to these audiences and with the relaunch of LUXX we have created the perfect match for our luxury advertisers”.

It marks a significant step forward for the publisher in realising the potential of its premium audience, and follows the hire of Elle UK's editor Lorraine Candy to become The Sunday Times' first luxury content director and editor in chief for its fashion supplement Style.

Jeremy Langmead, LUXX editor-in-chief said: “LUXX isn't about the most expensive, it's about the best and putting together the first issue has been a joy. We have an absolute crack team of experts collaborating on each edition and the LUXX reports, who are fully focused on delivering intelligent luxury: craftsmanship, good design, purpose, giving and giving back. LUXX is about the life you lead, or would like to lead. It’s about the good times”.

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Jessica Goodfellow

The Drum's media reporter covering everything from publishing, TV, social media, radio and technology.

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