2 minutes with: William Cash, editor, Spear’s Wealth Management Survey

You launch in March. Who are your potential readers? With Coutts, Bulgari and Dom Pérignon among our advertisers, it is for the ultra-rich – those worth at least £5m.

There is an increasing amount of wealth in Europe and the UK but money is sloshing around and not being invested or managed properly. Spear's is for the rich who want to enjoy their money and become richer.

Why is it unique?
The concerns of the super-rich are very different to those of Financial Times readers. And US magazines Forbes and Fortune have almost become victims of their own success, losing touch with their original audience. We are focused sharply on the extremely rich, and our subscription is by invitation.

Who will be invited?
About 75 per cent of readers will be super-rich, but we will also invite movers and shakers, such as editors. But subscriptions are expensive – I'd rather not say how much.

What subjects do you cover?
Each edition will include a special survey, featuring exclusive research. The March issue is about art and collecting, with a focus on contemporary art. Other features include private banking, private jets, pre-nups and tax havens. Writers include Nick Foulkes and Anthony Haden Guest.

How often do you talk to PROs?
Since the pilot issue, we've been getting calls all the time. Spear's offers a great opportunity to talk directly to ultra-high-net-worth individuals.

How should PROs contact you?
Calls should go to head of research Matt Crofton. We go to press about a month before publication. We would like to hear from financial PROs, or those concerned with luxury goods or private clubs. Nothing is ever too elite or expensive.

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