As luxury sector continues to grow, The Australian Financial Review (AFR) has unveiled the debut of Highflyer, a deluxe travel publication targeting the high-end travel market, poised to release on Friday, February 23.
Helmed by Fiona Carruthers, Financial Review‘s travel editor, the glossy insert will be featured as a 44-page supplement in the March issue of AFR Magazine and online at afr.com.
The Financial Review has also announced it will welcome Rear Window’s Joe Aston as a guest columnist in Highflyer, who will cover such topics as survival tips for navigating busy airports and recommendations for dining and accommodations in key destinations.
Said Carruthers, “Flying up the pointy end tops many aspirational travel lists these days. Australians are hostage to the tyranny of distance – when we take to the air, we want to do it in style.
“A 24-hour flight can end up comprising a reasonable chunk of your overall holiday experience; the time and research consumers put into understanding what the various airlines offer reflects that.”
Amanda Upton, Nine Publishing’s head of luxury, added: “I am so proud of this new venture. From a commercial standpoint as soon as Fiona proposed the idea I knew it would be an outstanding success.
“Knowing how well airline content resonates with our audience, there is an insatiable appetite for content about the pointy end of aviation and this magazine and digital collection will not disappoint!”
The launch Highflyer aligns with the recent trend towards a resurgence of magazines, particularly those catering to special interests, events, and communities. Last December, News Corp rolled out a limited edition Taylor Swift magazine ahead of her 2024 Australian tour.
The 100-page glossy, crafted by the in-house content marketing agency Suddenly, served as a comprehensive exploration of Swift’s songs, career, and life.
In January this year, Good Weekend brought back the special edition magazine, Tennis, ahead of the Australian Open. The magazine was published through The Age and The Sydney Morning Herald, and online through the BrisbaneTimes and WAtoday.
See also: Mediaweek’s A to Z of 2023: M is for Magazine Publishing