The Answer: Why Is It That The Web Site Themagazine.Info Sells Furniture?

Folio: The Magazine for Magazine Management, April 1, 2003 by Katie Caperton

Byline: Katie Caperton

The site is owned by a retail furniture chain, named The Magazine, with stores in San Francisco and Berkeley, California. In 1990, co-owner Rainer Lagermann wanted to give his shop a catchy name. Since, he says, words like 'depot' and 'warehouse' are overused, he settled on magazine, referencing its other meaning, which according to Merriam Webster's Collegiate Dictionary, is "a place where good or supplies are stored."

Lagermann says the choice has served his store well. "It has a very high name recognition." He admits that occasionally folks confuse the furniture shop with another business dealing in vintage pubs. Lagermann says, "People call up and say 'I have this Playboy collection from 1963 and I was wondering what its worth?'"