Nesting Trend Helps Cottage Living Boost Rate Base to 900,000

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Cottage Living magazine, a title from Time Inc.'s Southern Progress Corp. subsidiary, raises its circulation rate base to 900,000 with the January/February issue, an 80 percent increase since its launch in 2004.


The magazine publishes nine times in 2006, focusing on practical ideas for home décor, travel, gardens, food and entertaining. It is mandated to promote a cottage lifestyle -- more style than trend -- but placed more in the women's lifestyle category than shelter.


Cottage Living's debut September/October 2004 issue had a rate base of 500,000, which rose to 650,000 with the third issue. Today, newsstand accounts for 160,000 copy sales per issue.


Benefiting from a nesting trend and renewed emphasis on home, Cottage Living claims to have delivered an average bonus of 105,000 copies per issue above its rate base. The May/June 2005 issue reported a 212,000-copy bonus, according to the publisher.


On the advertising side, the magazine closed last year with 540 ad pages. Advertisers include Allegra, American Express, Cadillac, Dell, Jeld-Wen, Keebler, Kimberly-Clark, KitchenAid, Pfizer, Post, Price Pfister, Sony, Target, Tyson and Whiskas.


Cottage Living competitors include Country Living, Country Home, Better Homes and Gardens, House and Garden, Beautiful Homes, O and Martha Stewart Living.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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