Haredi (ultra-orthodox) publisher Smash Magazines Ltd. will launch the first haredi lifestyle magazine in Israel, "Stylish". The print run will be 30,000 copies. The investment in "Stylish" is NIS 800,000 for content, design, and targeted distribution in the community. The magazine will have 150 chromo pages.
"Stylish's" publisher says that 90% of the magazine's advertisers do not normally advertize in the haredi media. Advertisers will include, fashion chains Zara and Accessorize, housewares and furniture chains ID Design and Beitili, Judaica chain Hazorfim, Royalty Jewelers, Hezi Bank Design, bathroom accessories Via Arcadia, BMW, and Volvo.
"Stylish" will be distributed in religious and haredi communities nationwide, as well as via subscription. For the first time, the magazine has hired a PR firm, Danny Levy Communications. The account will be handled by the agency's media department.
"Stylish" CEO Chani Dubkin said, "'Stylish' targets audiences with proven purchasing power, directly targeting the middle class and higher socioeconomic segment in the religious and haredi community. It will be marketed at all points of sale in the haredi community and will reach the community's opinion leaders, and professionals such as interior designers and cosmeticians. This distribution method ensures that the target readership receiving the magazine will consist of people with above average income, which ensures maximum effectiveness for the advertisers."
"Stylish" editor Gili Levinstein said, "The haredi world is characterized by varied consumption habits. They also want to consume, buy, and enjoy a lifestyle of affluence and quality. Despite the limitations accompanying secular marketing, this community has large purchasing power in a great many sectors. For the first time, 'Stylish' provides a special platform for this world, without hurting the community's values and presents a its content in the most seemly way."
Smash Magazines' publications include health magazine "Hatovim Beyoter Briut", and travel magazine "Haderech Lanofesh".
Published by Globes [online], Israel business news - www.globes-online.com - on March 28, 2011
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