New luxury magazine Pomp targets tourists

Pomp, a new luxury magazine targeting affluent tourists, is set to launch on 30 March.

Pomp: new magazine launch
Pomp: new magazine launch

The magazine is aimed at London tourists staying at luxury hotels such as the Hilton. Tom Parker Bowles, the former food editor of Esquire and the stepson of Prince Charles, is a contributor and the editor-at-large of the title.

Pomp, which has 51 pages of editorial and 21 of advertising, has secured launch ads from Estee Lauder, Selfridges and Veuve Clicquot. It is published by the independent publisher Hatted and Gloved, and distributed by Comag.

The title will be available for £7 at independent London retailers and for free at locations secured with direct distribution partners. These include luxury hotels, first-class lounges at airports and venues such as Soho House.

Parker Bowles said the title provides "the inside track to London" and avoids "cliches such as tea at The Ritz".

Pomp will have a distribution of 50,000 and go monthly following its launch issue.

Andrew Dent, Pomp's managing editor, said: "For six weeks in the summer, one Middle-Eastern Royal family takes 70 rooms at the Hilton Park Lane, and we have direct distribution in these rooms. That's why advertisers are excited about what they see."