Crème de la Crème

Infobox Magazine
title = Crème de la Crème
editor = Luke Benedictus
editor_title = Editor
previous_editor = Nic Boyde
staff_writer = 5
frequency = Annual
circulation = 12,899 (CAB Audited December 07)
category = Lifestyle Sport Cooking Fashion Economics Travel Collecting Antiques Watches Arts Culture Money Property Food Drink Nature Luxury Fiction Satire
company = One World Publications
publisher = Nic Boyde
firstdate = 1991
country = Australia
based = Sydney
language = English
website = [http://www.oneworldpublications.com One World Publications]

Crème de la Crème is a restricted-circulation hard-cover annual magazine. It is distributed through 5 star hotels across Australia and is displayed in hotel bedrooms to entertain guests. It is distributed free of charge, and is financed by advertising sold to firms who wish to focus on people staying in luxury hotels.

Description

The cover is customised for each hotel: the hotel can choose a cover colour that fits the decor of the room, or complies with corporate brand standards; add their own logo; add photography or artwork to their own design. The first four pages are dedicated to the hotel's own use to cross-sell value-added services or other properties in the same group. The hotel is thus motivated to maintain the books, replacing those damaged or removed, and to display the book prominently.

Readership is split evenly between men and women, and evenly across the age groups from 20 to 70. The one thing all readers have in common is access to wealth.

Luxury hotel guests in Australia are largely (about 65%) [http://www.tourism.australia.com/Research.asp?sub=0318 domestic travellers] .

Editorial Scope

Editorial content reflects this broad spectrum of readership, and stories reflect the international outlook of the average reader. The 2008 edition includes a travelogue of Burma, the Lamborghini Gallardo, the economics of the Australian wine export business, fashion, Olives, Pink Diamonds, Tea, more Fashion, Target Shooting, the Wallaby, Australian birds, assertive Cooking, Florence, and other travel, political, Collecting, fine Watches and profiles of interesting people.

Circulation and Readership

Circulation is strongest in Sydney, then Melbourne, where the vast majority of both domestic and international travellers make an overnight stay [ [http://www.tourism.vic.gov.au/index.php?option=com_content&task=view&id=261&Itemid=2343 Tourism Victoria - International Visitation ] ] [ [http://corporate.tourism.nsw.gov.au/Business_Visitors_p1119.aspx Business Visitors ] ] Other cities covered include: Perth, Brisbane, the Gold Coast, Canberra, Darwin and Adelaide. A typical Crème de la Crème hotel is The Langham, Melbourne.

Readership is calculated by multiplying the number of rooms the book is displayed in by the average number of guests per room, dividing by the number nights in an average stay, and discounting by the vacancy rate. This figure is currently (MAY08) in excess of 3 million pairs of eyes per annum.

References

External Links

* [http://www.tourism.australia.com/Research.asp?sub=0318 Australia Tourism Statistics]
* [http://www.oneworldpublications.com publisher's website]