DIARY: toffsworld.com reopens as private members club

Nothing like a freebie to get journalists' juices flowing. That seems to be the thinking behind the relaunch of toffsworld.com, an internet portal directing users to 6,000 websites around the world flogging luxury goods.

The PR campaign for next month's relaunch - the formerly public site shut down last week but is to reopen in October as a private members' club - will see a select band of journalists receive a year's free subscription to the site, worth close to £150.

PRWeek is in the august company of Tatler and The Director, along with the Daily Mail's Nigel Dempster and BA glossy High Life.

It may be a tad ambitious to hope that all these overworked and underpaid hacks will have the time or the money to actually use the site, but if they wish to buy a yacht or a light aircraft, build a swimming pool, test drive a new Merc or just refresh their Patek Philippe collection, they will be able to do so with unprecedented ease.

Diary can't wait for the password to arrive.

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