Launch of a New Newspaper to Promote Luxury Brands
By Kenetta Bailey on 09/15/2014
Designer Karl Lagerfeld is now a media owner. At the end of September, in Europe and China, he is launching, The Karl Daily. It will take a satirical look at Lagerfeld’s love for photography, his love for sketching, and his iconic brand. Starting with a 150,000-copy circulation, Lagerfeld says he loves paper, and truly dislikes social networks: “Those social networks, there’s something sad about them…It’s like a talkative mirror where people talk to themselves.”
Lagerfeld claims he is launching a newspaper because he’s not seen any other brands do so. We know that’s true, because we can barely remember the last time a publisher launched a new print property. But, as Lagerfeld mocks how the new rules of media take us beyond print, maybe the man with signature white hair, black glasses, and a high starched collar can continue to build his iconic brands – Chanel, Fendi and Karl Lagerfeld – solely with the old rules.
But, honestly, we don’t think so. At Maxus, we believe that a mix of the old and the new is needed to outmaneuver competition in the luxury category. Publishers are not magazines, and it’s imperative that brands find the new authority on luxury in the digital space to help win. Now, the standard is Paper + Tablet + Web. So, Mr. Lagerfeld, while we at Maxus don’t believe in abandoning the old rules as we know them in print, we know that it’s important to follow the audience where it travels. So, we understand you’re reticent to share personally with people you don’t know, but we hope you continue to realize the importance of sharing with “new rules” to grow your iconic brands and keep them ahead of the luxury curve.
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