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The Australian launches luxury mag in Chinese

Chinese tourists are the target of the first foreign-language version of The Australian’s luxury lifestyle newspaper-inserted magazine WISH. The inaugural Chinese-language edition was launched late last month, with a 40,000-copy print run distributed to five-star hotels, business class airport lounges and selected universities across the country. It is a hefty publication at 68 pages, and...

Chinese tourists are the target of the first foreign-language version of The Australian’s luxury lifestyle newspaper-inserted magazine WISH.

The inaugural Chinese-language edition was launched late last month, with a 40,000-copy print run distributed to five-star hotels, business class airport lounges and selected universities across the country.

It is a hefty publication at 68 pages, and will come out twice a year.

The first edition of the Chinese-language WISH
The first edition of the Chinese-language WISH

WISH editor David Meagher said the magazine differed substantially to the English-language version.

“It’s a different type of content to the usual WISH – it’s a luxury shopping guide, city-by-city, where the luxury stores are, what they sell, what makes them unique.”

The magazine will be distributed in Sydney, Brisbane, Melbourne and Adelaide.

Chinese tourists are Australia’s second biggest group of visitors behind New Zealand, and Mr Meagher says they are especially interested in luxury goods, which can be more expensive in their home country because of tax.

The first edition includes a “series of one-page features using existing content, but featuring Australian brands rather than international brands,” Mr Meagher said.

The focus would be on brands like RM Williams and Bianca Spender that Chinese tourists may not know much about.

Luxury brands will not be the only focus. “We’ve done a story on property, looking at key apartment developments going up in Sydney and Melbourne.”

Advertisers include Porsche, Calvin Klein, Hugo Boss and Bulgari.

The second edition of the magazine will come out in September to coincide with the Chinese shopping festival, Golden Week.

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