INDIE SHELTER BOOKS OFFER ALTERNATIVES FOR ADVERTISERS.(Brief Article)
HFN: The Weekly Newspaper for the Home Furnishing Network, August, 2002 by Nicksin, Carole
NEW YORK-The combined circulation of Dwell, Nest and Surface, three independent, design-oriented magazines, is less than half of a mainstream book like House Beautiful. But these books offer a different kind of proposition to advertisers. With devoted readerships of early adapters and trendsetters who tend to be affluent as well -- Dwell claims a readership with a median income of $122,000 -- the magazines not only offer advertisers the opportunity to reach a desirable audience, but also give them the cachet of cool-by-association.
Those factors combined may be why companies that have the best understanding of brand and image -- including Target, Volkswagen and Absolut vodka -- are some of the biggest supporters of these magazines. Home furnishings...
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