Ad Effort for Traditional Home Highlights Changed Terms

Share this content:
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."


close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here