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Shelter Magazine Digest
As furniture retailers across America, your customers are the consumers who read the major home, decorating and lifestyle magazines. The titles in this “shelter” magazine category inspire your customers with ideas and dreams for their homes. After poring over magazines and catalogues for hours, those consumers then shop your store looking to make those dreams a reality. Our goal for this section is to help prepare you to know about and have on hand what consumers will be looking for.
Here's a quick overview of the ideas, products and trends that major shelter magazines are showcasing.
Our hope is that this section will send you to the newsstand in pursuit of staying on top of the design and décor realm. We have included demographic information for each magazine so that you can quickly pinpoint which ones might appeal most to your store’s target demographic. You can then incorporate the latest looks into your merchandise mix and product displays. Ultimately, the consumer will benefit by more easily being able to create the homes they can see in their imaginations.
In this issue: House & Garden, Architectural Digest, Metropolitan Home, and Metropolis.
Metropolitan Home
Description: “With an emphasis on innovative architecture and fresh interiors, Metropolitan Home manages to present a spectrum of designs from entirely contemporary to eclectic mixes to marriages of the classic with the cutting edge.”
Circulation: 615,230
Demographics:
Gender: 74% female
Median Age: 41.9
Median HH Income: $68,653
April 06 Issue
Editorial: Kitchen + Bath Sourcebook, kitchen and bath profiles (concept of kitchen as social gathering place and bathroom as personal spa)
Colors: Tangerine, brown, yellow, dark espresso finish for wood
Textures: Vinyl wall coverings, stainless steel/aluminum and translucent glass (back painted, sandblasted, colored, etc.) as building materials
Architectural Digest
Description: “Architectural Digest is the definitive design magazine, providing a vision that stretches our readers’ imaginations and sets new benchmarks for the life they wish to live…”
Circulation: 812,892
Demographics:
Gender: 55% female
Median Age: 48.6
Median HH Income: $128,000
March 06 Issue
Editorial: Hollywood homes - the old homes of classic stars and movies; the set of Memoirs of a Geisha
April 06 Issue
Editorial: Celebrity Homes supplement, Before & After
Colors: Black, white, silver, aqua, lavender, pale pink, yellow
Prints: Mixing prints, print-on-print
Textures: Rustic materials (rough wood beams, limestone walls, natural textures and fibers)
House & Garden
Description: “Design for the well-lived life. House & Garden is a monthly celebration of the life well-lived, the muse for men and women of taste and élan whose passion for the good things in life is eclipsed only by their affection for home.”
Circulation: 890,244
Demographics:
Median age: 48.6
Gender: 70% female
Median HH Income: $110,385
March 06 Issue
Editorial: Animal ornaments in the garden, animal prints on many different fabrics for the home
Colors: Citrus combinations
Prints: Antique fabric prints (late 1700s through late 1930s), faux animal print rugs
Textures: Faux wood grain wallpaper, reflective surfaces (mirrors, mirrored and shiny furniture, shimmery wall and ceiling coverings), upholstered walls
Styles: Imperial Russian style (eclectic, bejeweled, gilded, and brightly colored)
Metropolis
Description: “Metropolis is read by more than 55,000 architects, designers, and leaders in business, government, and education nationwide. For 25 years Metropolis has delivered groundbreaking editorial in an award-winning graphic environment. Our readers rely on us for interdisciplinary design information and a look at ‘what‘s next’ in technology, material innovation, and product.”
Circulation: 65,000+
Demographics:
Gender: 85% female
Median Age: 35.4
Median HH Income: $77,679
March 06 Issue
Editorial: Louis Vuitton’s flagship store in Paris - luxury retailing at its finest - beautiful display, design and merchandising ideas; Indie Retail - the “curated” shopping experience - independent retailers who offer a carefully selected collection of unique merchandise
Textures: Metal latticework screens
FLLS
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