Through its terminal business, Bloomberg LP has served as a tool for financiers to make money. Now, it’ll tell them how to spend it.

Markets has been making inroads with luxury advertisers as it tries to get more competitive with other business books. This year, it’s projecting ad revenue to be up 20 percent, helped by luxury ads like Hermés, Harry Winston, and Johnny Walker Blue.

While luxury has held up better than other ad sectors, Andrew Sacks, president of AgencySacks, a luxury branding firm, said marketers are still being choosy: “[Pursuits] has to have really good editorial. This is a really smart customer. They’ve gotten to where they are because they’re smart.”

Forty percent of those in Generation Y, roughly defined as Americans born from the mid-1970s to mid-1990s, envision starting their own business, and about 20 percent already have, according to a report published last month by The Affluence Collaborative, a research partnership.

Think Auto: Rethinking Luxury is a gathering of top marketing executives, industry luminaries, and agency leaders to re-examine the luxury auto consumer. With surprising new research to unveil, we'll question the prevailing wisdom on how luxury consumers think, shop and drive. Drawing on cross-industry insight, a collective of Luxury experts will introduce the latest thinking for reaching the luxury auto shoppers of 2012. Sacks will engage attendees with his expertise on the affluent consumer and innovative approaches to marketing. The event will take place September 8, 2011 in the Chelsea area of New York, NY.

“The wealthy are huge devourers of media, in general, whether it be newspaper or print or online,” says Julie Sacks, a partner in AGENCYSACKS, in an interview with CMO.com. “What we’re finding is that the wealthy are leading the way in dual readership, so they’re reading print, and they’re reading online. We see print readership continuing to decline as consumers see the benefits of online–the fact that it’s portable, it’s interactive–all those good things. But as of right now, it’s still pretty healthy.”

Andrew Sacks, president of The Affluence Collaborative, a New York branding and marketing agency for the affluent market, said if the partnerships are "superficial, don't add a lot of value, don't have substance, the customer will see through them." He called the JW Marriott initiative "a nice way to bring consistency to a disparate product," while he said Hilton's videos "make sense, because they implicitly show an understanding of what business people desire," a wish to learn.

Wealthy people like food, news and sex-at least online. According to the Wall Street Journal, a new report by the Affl uence Collaborative has tracked some differences between the web habits of the rich and the general population.

According to a survey from the Affluence Collaborative, the primary online activity for the wealthy is to "check your bank account or make online money transfers." Fully 86% of those earning $500,000 or more said they go online for banking. That's roughly equal to the rest of the population.

But there are three areas where the rich differ: food, news and sex.

According to the survey, the wealthy consumer read more news online. Fully 70% read national news websites (including WSJ), compared to only 44% for the general population.

"A new study from The Affluence Collaborative and AGENCYSACKS finds that wealthy consumers (those with $500,000 or more in income) are far more likely than others to want respect and attention from their purchases."

"Andrew Sacks, president of AGENCYSACKS, said the reason is that the wealthy have become consumer 'separatists,' who want to be treated differently, need special products and special service, and crave very personal recognition.

Even though many of them grew up middle class and built their own fortunes, they have quickly developed a strong sense of entitlement. Mr. Sacks calls it 'earned entitlement.'"

Andrew Sacks, head of AgencySacks, a luxury branding firm, agrees. "It's hard to believe that audiences - American or in football-loving nations - will respond to merchandise from a league," he says. "Passions are aligned with teams, not with corporations and bureaucracies. The only exception that I can think of may be Nascar, which is a movement in itself and is made up of individuals. In team sports, the team sells."

According to research data from AGENCYSACKS in conjunction with The Affluence Collaborative, of those with household income of $250,000 and over or investable assets of $2 million plus, 63 percent are optimistic about their own future, although 70 percent no longer consider themselves wealthy.

"What stands out is people who have self-confidence, those who made their own money, are not terribly concerned that they will not make it again. Luxury marketers need to take a longer-term view of things. This is the time to build relationships, something that luxury brands don't do well with their core customers. Consumers spend thousands of dollars, and what do they get? A form letter," Sacks said.

He explained that in the joint survey, more than 52 percent of the affluent are on Facebook and 68 percent visit the site regularly. Of those 30 percent who are on LinkedIn, 27 percent check it regularly. As for Twitter, 11 percent of the affluent are connected, and 60 percent of them check in regularly.

Sacks is telling companies to go out and hire letter writers to get that personal connection with consumers. He also sees a greater number of wealthy consumers spending time online.

"Use social media. Engage in a real dialogue. Social media is real. Be direct, be human and show thanks. Companies have to work harder to provide a rational alibi to purchase. Educate. Make it OK for them to spend money," he advised.

Luxury market expert Andrew Sacks, head of advertising firm AGENCYSACKS, said even high-income shoppers will shop a little differently in the months ahead.

"Even for those whose jobs haven't been affected, they will be thinking about putting more money away. Everyone values their dollars more now," he said.

Not all high-income shoppers will trade down in prices, but they will be "more selective" with what they buy, focusing on quality rather than quantity, Sacks said.