The Lexean
I was recently introduced to The Lexean by a friend. Its high time that singapore has a publication like this. The Lexean discusses local issues, from the disaffected youths to the political scene -- usually non-tumultuous, yeah the greatest upheaval is like Chee Soon Juan. So anyway i was very happy with The Lexean despite them declaring that their target audience as the "affluent male reader", a "niche market".Its almost a habit that I google anything that is new. I found the Lexean website and thought that since i like the articles in there so much (really, after some time, Her World, Female, Cleo all start to look and sound the same and seriously, i think the articles are recycled among the different magazines). Ok, the point is that i got interested in the lexean and was considering if i subscribe to it even though i would no longer be here in September. Anyway, i downloaded the subscription form and as i read it, i got really annoyed! While the magazine sells at the news stand for a staggering $15.80, you can get up to 70% less for it if you subscribe to it. Wait, nothing wrong with that, many other publications do that too. But as i read on, i can't help but feel a huge sense of injustice, I was fuming! Apparently, to be eligible for the "preferential price", you have to be "of men aged 35 to 59 with minimum income of $60,000 per annum". So the 3 criteria are -- 1) you have to be male. 2) you have to be between 35 to 59. 3) you have to be affluent. I can't help not being male. I can't help being young and yet interested in the sort of articles they publish. I can't help being young and not earning 60k a year. Seriously, give me 5 years and i will be there. But i will never be male. And i will still not be 35 yet. And yet i feel as if its a penalty to be a female aged below 35 because i have to pay so much more! What an outraged!
Maybe its the advertisers. After all, they want to target the
"the affluent male reader. He is a man who is sharp, successful, worldly, and well-read—the archetypal hero steeped in honor and tradition"
not interested in the affluent female reader. She is a woman who is sharp, successful, worldly, and well read.
Since i am not affluent, (and therefore would appreciate the preferential price), and i want to get my hands on the publication (even the adverts are nice, the layout is not bad too),i should get chummy with my older, male, affluent colleagues.
by the way, the guy who's Lexean i borrowed, is an undergraduate at NTU. I think $15.80 is quite a sum for a student to be forking out for a magazine -- compared to FHM or Maxim which is like $6? Isn't it so much easier and less costly to just be a "himbo"??
WHO READS US
Our reader is a man who is confident of who he is and pays attention to the way he lives and looks.
He belongs to a class of sharp, successful men aged between 35 and 59 years old,
earns more than $60,000 per annum. He is a leader, a CEO, a mentor.
He is discerning. He is demanding. He is who others aspire to be.
In essence, a man who is fluent in the ways of the world, affluent in the way that he lives,
and influential in ways other men can only imagine.
A thinking man.
~~~~~~~~~~~~~~~~~~~~~
He belongs to a class of sharp, successful men aged between 35 and 59 years old,
earns more than $60,000 per annum. He is a leader, a CEO, a mentor.
He is discerning. He is demanding. He is who others aspire to be.
In essence, a man who is fluent in the ways of the world, affluent in the way that he lives,
and influential in ways other men can only imagine.
A thinking man.
~~~~~~~~~~~~~~~~~~~~~
To be fair, i think this sounds really good and elitist, that sort of shit. But at some point, i do feel like puking
Labels: singapore
posted by eline @ 11:56 PM
Comments: 0
