World: Medium of the Week - Amex extends Departures to European customers.

The title's audience should attract advertising by luxury brands, Mark Tungate says

Even the most aloof of luxury brands has shown an interest in the pan-European arrival of Departures, the magazine for American Express Platinum cardholders.

Departures is an urbane glossy covering fashion, travel and lifestyle for people who demand the best. Its new European edition is published quarterly in four languages (English, French, German and Italian) and distribution covers those markets plus Spain, The Netherlands, Sweden and Austria. Its second issue is due this month.

The German publishing house Journal International was behind the launch, having previously published a magazine solely for German Platinum Amex cardholders. It also produces a separate magazine for European holders of the legendarily elite Centurion Amex card (annual fee dollars 2,500).

Michael Klotz, the associate group publisher, explains: 'Departures has existed in the US since 1989. The European launch is the result of a new partnership between ourselves, American Express Europe and American Express USA, which is the licencer of the title.'

Nancy La Loggia, the account manager for the luxury brands group Richemont at Mediaedge: cia in London, confirms: 'The magazine is specifically targeted at American Express Platinum customers, so there is no wastage, as there might be with an in-flight or a general lifestyle title. We will be recommending it to our client.'

Platinum cardholders skew slightly younger than the 45- to 60-year-old Centurion elite, although both groups can be described as 'opinion leaders'.