Luxury Institute Survey: Wealthy U.S. Consumers Rate the Most Prestigious Business and Finance Publications: Wall Street Journal, the Economist and Morningstar

Market Wire, October, 2008

For the fourth year running, high net-worth consumers rated The Wall Street Journal the most prestigious business and financial publication brand in the 2009 Luxury Brand Status Index (LBSI) survey from the independent New York City-based Luxury Institute ( www.LuxuryInstitute.com ). Respondents who would recommend the Journal say, "It is the authoritative source of business news" and is "the most comprehensive daily business publication." The Economist was second for the third year.

"The Wall Street Journal is an overwhelmingly dominant luxury brand that few people think of as a luxury brand. That is part of its secret," said Milton Pedraza, CEO, the Luxury Institute. "Wealthy consumers rate this brand a runaway leader, a feat few luxury brands ever achieve. That makes it a great advertising venue for luxury brands. Interestingly, the Journal's flawless service to its wealthy subscriber base is a highly overlooked aspect of its success."

"The Economist is another luxury brand that is rated highly with both prestige retailers and the client base to make it a great venue in which to advertise. Our impartial and independent surveys deliver the voice of the high net-worth consumer to the luxury industry. Especially in difficult times, luxury needs impartial data to make effective advertising decisions," said Pedraza.

Following are the 23 business publications brands rated by wealthy consumers (in alphabetical order):

Barron's
Business Week
Conde Nast Portfolio
The Economist
Entrepreneur
Fast Company
Financial Times
Forbes
Foreign Affairs
Fortune
Fortune Small Business
Harvard Business Review
Inc.
Investor's Business Daily
Kiplinger's Personal Finance
Money
Morningstar
New York Times (Business Section)
Portfolio
SmartMoney
The Wall Street Journal
The Washington Post
Worth

The proprietary Luxury Brand Status Index (LBSI) survey is the only measure of the prestige of leading brands among wealthy Americans. A national sample of 1,600 wealthy American consumers was surveyed online. The average income was $349K and the average net-worth was $3.4 million.

The LBSI for publications asks respondents to rate the brands along four main "pillars" of brand stature:

--  Subject matter expert among its competitors
--  Content and articles that are helpful and relevant
--  Advertising that is appropriate for "people like me"
--  Superior visual appeal
    

In addition, the survey also measures three key "outcome" metrics, which are compared to the category LBSI:

--  Worthiness of a significant price premium
--  Willingness to recommend the brands to people they care about and why,
    or why not.
--  Brand preference as the brand most likely to be considered the next
    time a purchase is made
--  A new feature of the survey is the question: 'What is the one thing
    you would change about each brand, besides price, if you could?'
    

Survey results are weighted to match demographic and net worth profiles of the same audience according to the latest Survey of Consumer Finances from The Federal Reserve.

About the Luxury Institute

The Luxury Institute is the uniquely independent and impartial ratings, reviews and research institution that is the trusted and respected voice of the high net-worth consumer. The Institute provides a portfolio of proprietary publications and research that guides and educates high net-worth individuals and the companies that cater to them on leading edge trends, high net-worth consumer rankings and ratings of luxury brands, and best practices. The Luxury Institute also operates the Luxury Board ( www.LuxuryBoard.com ), the world's first global, membership-based online community for luxury goods and services executives, professionals and entrepreneurs. To reach the Luxury Institute, please call 646-792-2669 or go to www.LuxuryInstitute.com .

Contact: Martin Swanson Vice President, Business Development The Luxury Institute (office) 914-909-6350 (cell) 914-715-3357 Email Contact www.LuxuryInstitute.com