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Boat International US is proof luxury print media is alive and well

BOAT International Media, the global authority on superyachts and the luxury lifestyle that goes with them, has today unveiled a revamped version of its prestigious American yachting bible ShowBoats International.

Entitled BOAT International US Edition, the rebranded magazine will continue to showcase the most exclusive, breathtaking superyachts on the water, while boosting its focus on luxury lifestyle as a whole — from watches and fashion to cars, aviation and real-estate — to appeal to the shifting interests and leisure pursuits of the world-travelling elite.

BOAT International US Edition will build on ShowBoats’ heritage as the number one luxury yachting magazine in the American market, retaining its distinct focus on the largest and most commercially valuable yachting market in the world.

The new publication will take the iconic BOAT International branding and sit alongside London-based sister title BOAT International — christened the ‘Vogue of the Yachting World’ by The Times of London. The latter will continue to serve a diverse international readership with distribution in more than 50 countries. The US Edition, meanwhile, will target a discrete audience based in the USA, as well as Canada and South America.

With a readership consisting of 23 per cent of all US billionaires, the first issue of BOAT International US Edition has attracted a wealth of premium brands such as luxury Italian clothing company Loro Piana; ultra-high-end furniture makers Promemoria and Pollaro; Italian fine wine producer Antinori; and Adrian Sassoon, one of the world’s leading art dealers.

Luxury advertisers will also gain access to a 38,000-strong subscriber-base with an average wealth totalling over $42.5M, according to insight from a joint report between BOAT International Media and Wealth-X. Meanwhile 12,000 copies of the magazine will be on display at prestigious boat shows 80 per cent of the magazine’s audience owns a yacht over 30m and in high-end retail outlets including Barnes & Noble, Hudson News and Newslink.

Stewart Campbell, editor BOAT International Media, said: “ShowBoats International has been an important part of the American yachting vernacular for a number of years, but we felt strongly that the BOAT International name better reflected the direction of our shifting editorial focus, which seeks to explore the luxury lifestyle that accompanies superyachts, rather than simply the yachts themselves. The BOAT International brand has gone from strength-to-strength, so it seemed like a natural step for us to bring this iconic brand — which has become synonymous with luxury lifestyle — to an affluent American audience.”