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Kalamazoo Outdoor Gourmet, Sherle Wagner join Veranda’s portfolio of luxury advertisersBy Joe McCarthy
Home brands Kalamazoo Outdoor Gourmet and Sherle Wagner have joined as advertisers in the July/August issue of Veranda, which affirms the publication’s reputation as a strong advertising platform in the luxury home industry.
Tiffany & Co., Mercedes-Benz, P.E. Guerin and Elizabeth Locke are among the other advertisers in the issue that threads its “The New Chic” theme throughout the entire issue. Securing exclusive advertisers signals that luxury brands trust in Veranda’s capacity to access affluent consumers.
“Premium home brands advertise in Veranda because we have the most affluent audience of home design enthusiasts and top interior decorators,” said Katie Brockman, associate publisher of Veranda, New York.
“Our readers look to Veranda for design inspiration and the best products and know that they can trust us when it comes to the best quality,” she said.
“Across categories, luxury brands advertise in Veranda because they know that we generate sales.”
Veranda has a total circulation of 489,890 The median household income of its readers is $110,157.
Subzero begins the magazine with a two-page ad on the inside cover for its dual-refrigeration refrigerator.
Sherle Wagner, a company that makes high-end artisan bath fixtures, accessories and door hardware, follows with a Veranda-exclusive two-page spread portraying its heritage and use of gold.
The second table of contents is mirrored by an ad for Pierre Frey’s fabrics and wallcoverings.
Other advertisers in the front of book section include Gloster, Bevolo, Giati Elements, Elizabeth Locke, Exquisite Surfaces, Rocky Mountain Hardware, P.E. Guerin, Bernhardt, Stroheim, Rubelli Venezia, Rosecore carpets and Belgard hardscapes.
The advertisements cease in the feature section, which details a variety of home projects including a 1970s remodeled home, a home on Long Island that features minimalistic designs, a restoration on a Greek Revival-themed home in Virginia and the inspiration found in the ruins of a French mansion.
Each story is accompanied by a number of images.
For companies such as Kalamazoo and Sherle Wagner, advertising in Veranda gives them access to a coveted consumer group.
“Kalamazoo previously had targeted a primarily male demographic, but women are equally involved in the decision-making process for buying high-end products,” Ms. Brockman said.
“Veranda gives our advertisers excellent exposure to very affluent consumers.”
In a magazine dedicated to lush images, ads find an effective station alongside featured stories or other ads.
“Veranda has a very affluent readership compared to other shelter magazines, and we knew that we could hone in on the exact demographic that we want to reach,” said Steven Adolph, president of Kalamazoo Outdoor Gourmet, MI.
“Another reason that we advertise with Veranda is because, editorially, the magazine does an incredible job with the art of outdoor living,” he said.
“They show readers how to seamlessly bring the indoors outside, which resonates perfectly with our brand.”
Joe McCarthy, editorial assistant on Luxury Daily, New York
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