Ad Effort for Traditional Home Highlights Changed Terms

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Meredith Corp. breaks its first trade ad campaign for its Traditional Home magazine this month.

The image-building effort, by branding and marketing agency chabot/hardin, aims to capture the contemporary interpretation of the concept of traditional. Its tagline is "Traditional? Yes. Predictable? No."

Ads initially break in Advertising Age and Women's Wear Daily, both read by media buyers and potential Traditional Home advertisers. Direct mail follows next month.

Launched in 1989, Traditional Home is positioned as an upscale design and decorating magazine for affluent readers. Published eight times a year, the title's circulation rate base is 950,000. The November issue is its 100th.

Meredith said the concept for the campaign was developed from the results of a recent study. Called The New Traditionalism, the study from Applied Research & Consulting LLC showed changed consumer attitudes about tradition and luxury.

It revealed that respondents prefer quality and performance over prestige and luxury in terms of brands and products bought. They do not style themselves as upper class or affluent despite being high on the economic totem pole. They prefer calling themselves upper middle class or comfortable.

"We found that the definition of 'traditional' has greatly expanded," Brenda Saget Darling, publisher of Traditional Home, said in a statement. "Our readers ... said they see traditional as an eclectic, personal mix of the very best of different periods including today."


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