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While most of us think of newspapers as publications that we buy to be entertained, educated or informed, there are many magazine buyers who buy them most of the time because they represent status symbols. And even though these good-looking magazines have very valuable and interesting content, many subscribe to them without really wanting to sit down to read them. Instead, they want to use the newspapers as decorations or props to impress other people.
One example is the person who is not rich, but who subscribes to a newspaper like Robb Report, which is full of articles, ads and images related to the rich and famous lifestyles. The magazine is expensive, and selling money for each edition can be as much as purchasing a hardback book. But those who find it impressive can quickly point out that it entails a certain status factor. And those who keep it around on the coffee table or in the office room, knock on their visitors to translate the rich impression into the person who put the newspaper there.
Other publications such as the woman's fashion magazine W or the men's magazines such as Esquire and GQ have a status related to fashion, clothing, jewelry and social power. Many people get a form of vicarious sense of influence and power by owning the newspaper - as if they read about others who have real wealth or contradiction, the attributes somehow come through the pages and can be experienced by the reader. Car magazines are great on this type of status. Many of those who read cars for cars that cost hundreds of thousands of dollars - brands like Saleen, Porsche and Rolls - are really teens who are barely old enough to have a driver's license. But because they are proud of the car's beauty and power, the newspapers are fun to read. And when their friends see the newspapers, it can often transfer some kind of status to the person - usually a guy - who owns the papers.
But the status factor is not easy to grow, and sometimes it is part of a marketing strategy. Many who subscribe to newspapers about holiday homes, custom architecture, international travel and high funding do not read the papers but only to use them as accessories. For example, stockbrokers or real estate agents can get them around for customers to see. And many wine magazines - those who count wines - are kept in the restaurant's waiting areas to convey the guests who are waiting patiently on a table or place in the bar that the facility is elegant.