They are thus willing to pay several times more for the wealthy readers than they are for the less wealthy or poor.

One effect of this is to force the quality press 'up market' so as to serve the wealthy reader.

Traditionally, the advertisers have been companies associated with the kinds of goods and services that interest wealthier readers.

Magazine publishers, for example, maintain sophisticated databases about their customers, which lets them cross-sell products, renew subscriptions and entice advertisers with statistics about their wealthy readers.

Part of Mr. Binn's strategy to overtake the competition and reach a circulation of 80,000 wealthy, mobile, noteworthy readers is personal placement of the magazine.

Also, 800,000 of what Time determines to be its wealthiest readers will receive added style, travel and leisure content once a month.

But the wealthiest readers would receive a version with ads for the Lincoln Continental.

It has also managed to transplant Connoisseur, directed at wealthier readers, to the United States from Britain.

The wealthy reader may smile at this bill of fare; but to me it was a feast indeed.

Rawlee Marcus, senior vice president of media at the Neutrogena Corporation, likes the magazine because it delivers wealthy older readers, who are generally tough to reach.