The Ingram's Lifestyle

Announcing the launch of a new editorial section of Ingram’s Magazine.

The word “lifestyle” usually follows other words like “active,” “leisure,” or “executive,” which are intended as descriptors. When used together, the resulting phrases conjure specific images meant to differentiate one manner of living from others. But such descriptions can be

misleading.

For example, an overwhelming percentage of Ingram’s readers are top corporate executives, bus-iness owners, and entrepreneurs. As a group they are among the wealthiest, well-connected, well-educated individuals in the region. They work hard and are exceptionally well-rewarded for their efforts and the results they produce. They live in beautiful homes. They drive luxury automobiles. They dine at the finest restaurants and many drink the finest wine. They regularly travel abroad. They vacation at exotic golf resorts and ski in the mountains where they own condos. Do these facts describe an “executive lifestyle?” Perhaps. But the phrase “executive lifestyle” does not describe Ingram’s readers. Not fully.

The phrase “executive lifestyle” may accurately describe the way our readers spend their money, but it does not describe who they are.

Ingram’s knows a lot about its readers. We have worked hard to form exceptionally close relationships with them. We seek their insights about the issues of the day and the trends that effect their industries, and the communities in our region. We actively involve them in our many charity and business recognition pro-grams. We’ve learned that Ingram’s readers work selflessly and tirelessly through their volunteer, civic, church, and political involvement to make the Kansas City area a better place to live. They give generously and cheerfully to the region’s philanthropies and educational institutions.

They have built successful businesses that employ hundreds of thousands of people. They are confident of their abilities, yet humble and eager to share the credit for their achievements.

So? What kind of “lifestyle” does that describe? The phrase “executive lifestyle” doesn’t do it. It falls far short of the mark.

How about “Ingram’s Lifestyle?” Yes, that’ll do quite nicely.

Ingram’s readers value things made well and made to last. Ingram’s readers don’t buy their homes or cars or clothes for the purpose of making “a statement” or drawing attention to themselves. They buy homes and cars and clothes that reflect a respect for quality and craftsmanship. Ingram’s readers are curious and intellectually engaged. When they travel, they’re not interested in the most popular destinations, they travel to the destinations they find most interesting. Ingram’s readers work hard. So when they play, they bring the family; to their cabin on the lake or their condo in the mountains.

You get the picture. In each edition of Ingram’s, our new Lifestyle section, which will debut in February, will offer informative, insightful, and, dare we say, entertaining features that will provide readers and advertisers an opportunity to communicate with one another about some of life’s finer things. Things made to last.

Doug Worgul

Managing Editor

DWorgul@IngramsOnLine.com