Th 2014 25th Anniversary

meet our

digital editionsof

New + Next for 2014…four New

mag.com

In April 2011, Traditional Home created TRADhome—a first-

of-its-kind digital property that celebrates today’s evolved

traditional aesthetic and coincides perfectly with the huge

resurgence of all things classic in our culture. TRADhome

has been so successful, our editors are expanding it to

four issues in 2014!

Th Spring 2013 New Trad issue

meet our

• 100% original and dynamic content free to consumers

• Easy-to-use platform—from any digital or mobile device

• Links from edit and advertising

• Enhanced ad creative featuring embedded video, pop-ups, etc.

• Content shareable across social platforms

mag.com

Featurescont.

182 Kindred SpiritsAndrew Maier

Rich textures and

dramatic window

treatments enhance

the timeless beauty of

a 1900s farmhouse.

140Bloomsbury in BrentwoodFrances Merrill

In a mock Tudor in

Brentwood, California,

old-world charm mixes

with Bohemian cool and

baby-safe style.

198 Local TalentKristin Rocke

Artisanal furnishings

and intriguing

juxtapositions make

a Florida home both

majestic and intimate.

214 Old World StyleAndrew Howard

Thanks to its gracious

scale and architectural

details, a new home

feels genuinely old.

newtraditionals

156 Classic ContemporaryHeather Garrett

Stripped of excess

ornamentation, a ’50s

ranch glows in a neutral

palette with sleek mid-

century furnishings.

170Punched-Up ClassicJulie Goldman

Bold hues and a

masculine twist or

two make a home just

right for a newly single

dad with daughters.

MarketPlace

20 Editors’ PicksWhether it’s the fantasy of Barbarella or the philosophy of Forrest Gump, our movie-mad editors conjure the mood of favorite films. (Check out the diva chair Assistant Style Editor Clara Haneberg chose for The Devil Wears Prada.) 28 Generation T(rad)People (tribal artisans). Places (Round Top, Texas, or Khujand, Tajikistan). Things (global finds, unique fashion). Take a step back and look at the big picture—the myriad influences defining our generation’s substance and style. 36 To Dye ForVersatile, colorful, and vivacious, today’s tie-dye is as much haute as Haight-Ashbury. 42 Branching OutIt literally means false wood, but there’s nothing fake about faux bois in the hands of gifted designers and artisans.

Perspectives48 10 Things...A Slim Aarons print, a Louis Vuitton trunk, an 1800s French farm table: Ten of our favorite bloggers tell us the things they covet from their family home. 54 East Meets West New York takes on Los Angeles in this video tête-à-tête with interior designers Amanda Nisbet (a bling lover who revels in rule-breaking) and Joe Lucas (an avid shopper who exemplifies the laid-back L.A. lifestyle).

Departments

By Abigail Stone Photography by Rebecca McAlpin

Simply LuminousLocation, location, location. The mantra of real estate agents is also the unspoken foundation for good interior design.

Case in point: the Upper East Side apartment that designer Katie Lydon pulled together for longtime clients. The “bizarrely amazing” light dictated everything that followed, according to Lydon, a London transplant. “It was the �rst thing that hit me when I walked in the door.”

Lydon wanted every element to enhance the luminosity of the space, starting with

the ceiling, which she lacquered to a pale moonlight sheen. The rooms were left lightly furnished—a nod to the downtown loft the family had just vacated and nirvana for the family’s two energetic young boys.

The clients wanted a clean, spare look that discouraged clutter: modern and minimal but not cold and unwelcoming. Their art collection was the bridge. “Great art allows you to keep a room simple and easy without it feeling staid or bare,” Lydon shares.

new t r a d i t i o n a l

K A T I E L Y D O N

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spring

2013

By Darra H. Baker Photography by Karyn R. Millet

Island EccentricTruman Capote once wrote of islands: “To set foot on one is like starting up a gangplank. One is seized by the same feeling of charmed suspension: It seems nothing unkind or vulgar can happen to you.” That sentiment still holds today on Coronado Island, off the southern tip of California.

“It’s like stepping into another time,” says California native and Las Vegas-based designer Taylor Borsari of the isle where she transformed the interior of an unusual 1890s Cape Cod-style green-shingled

residence into a playful beach house be�tting its funky architecture and the young family that spends time there.

“My clients don’t live here full-time, so we were able to take much more liberty with pattern and color than if they lived here year-round,” says Borsari. “This house has an eccentric vibe about it.”

Craving more energy than the all-white slate chosen by the developer provided, Borsari and her clients decided on a “hip granny feel.” They layered madcap wall

new t r a d i t i o n a l

T A Y L O R B O R S A R I

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spring

2013

mag.com

Meet the Reader: Fall MRI 2013 Difference

Age     43 51 -8 years

HHI $140,000 $78,592 +$61,408

Home Value $350,000 $243,673 +$106,327

% Female/Male 96/4 84/16 +12%

Attended/Graduated College +93% 71% +22%

Own Home 84% 78% +6%

Readers Take Action• Almost 40% of TRADhome readers visited the site 3+ times

• Visitors viewed an average of 89 pages per visit

• Average time spent per visit: 14 minutes

• 65% Visited a website directly from TRADhome

• 51% Clicked on a link featured on an edit page in the issue

• 42% Clicked on a link featured on an ad in the issue

• 13% Saved/downloaded an ad from TRADhome

• 49% Considered purchasing a product featured in the pages of TRADhome

• 35% Bookmarked TRADhome

• 26% Recommended/shared the issue with friends via social media

• 22% Recommended/shared a product or idea featured in the issue

• 54% of TRADhome readers subscribe to Traditional Home

Delivers aN uNtappeD auDieNce of

Design-Obsessed Consumers who search + shop oNliNe

sources: traditional home reader study, June 2013; fall 2013 Mri, total adults.

TRADhome provides marketers with access

to an untapped audience of affluent design

enthusiasts who search, save and shop for

their favorite home products online.

To date, the spring 2013 issue generated:• 3.9 million PVs

• 25,000 UVs

• Average time on site: 14 minutes

• More than 100 million media impressions

resultsTh Spring 2013 New Trad issue

meet our

our advertisers

1stdibs

Angie’s List

Baccarat

Baker

Ballard Designs

Benjamin Moore

Bernhardt

Behr

CalicoCorners

Century Furniture

Circa Lighting

The Curtain Exchange

Dacor

Duralee

Filmore Clarke

Franke

French Heritage

French Market Collection

Grange

Hancock & Moore

Hästens

Henredon

Hickory Chair

Hinkley Lighting

Homegoods

HunterDouglas

Kravet/Lee Jofa

Lee Industries

Madcap Cottage

Maitland-Smith

Marvin Windows

Miele

Mitchell Gold + Bob Williams

Mirrormate

NDI/Natural Decorations, Inc.

The New Traditionalists

New York Design Center

One Kings Lane

Pearson

Ralph Lauren

Rohl

Room & Board

Samsung

Sferra

Steuben

Stickley

Sub-Zero

Sunbrella

Target

The Rug Company

Thermador

Thibaut Fine Furniture

Velux Windows

Vietri

West Elm

Williams Sonoma

mag.com

“ in the past, everything has either been too established, too rich, too irrelevant for my lifestyle… or too young, low brow, disposable and irrelevant. this is an offering that has an experienced level of appeal but is very lively, imaginative, original, enduring and full of energy.”

- Jane Berk, president Jane Berk public

relations

enthusiastic feedback from industry insiders, consumers…

“ LOVE TRADhome! Thanks for a stupendous online mag. About to pull the trigger on a kitchen reno…I need all the fabulous inspiration I can get.”

“ Best online mag as of yet. I am floored by how fantastic it looks. Seriously raising the bar.”

“Wow! Even the ads look great”

“ Oh, how I wish I can get this in print as well, just gorgeous!”

– consumer feedback

‘‘ TRAdhome will reach the next generation of design lovers.’’– women’s wear Daily

editoratlarge.com

+ the Media

casasugar.com

8/23/12 1:47 PMThe Editor at Large > TRADhome launches second edition, plans a third for Fall

Page 1 of 2http://editoratlarge.com/articles/tradhome-launches-second-edition-plans-a-third-for-fall

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TRADhome launches second edition, plans a third for FallPosted on Wednesday, May 02, 2012.

TRADhome launched its second edition last week following the premiereissue in Spring 2011, which generated more than 25 million page viewsand 170,000 unique visitors. The new issue is centered around the “2012New Trads,” Traditional Home’s annual, signature “hot list” of designersto watch. The 10 New Trads are featured along with the 10 designbloggers who submitted them via the recent “10 Days to 10 New Trads”challenge.

“The creation of this second issue was truly a collaborative process andwe’re proud to introduce a robust new edition which celebrates traditionaldesign in engaging and interesting new ways,” said Ann Maine, editor inchief, Traditional Home.

The spring 2012 edition of TRADhome is housed on Zinio, the world’slargest newsstand, which enables readers to move seamlessly within thepublication between text, interactive elements, video and more. TRADhome is available for download from the Zinio newsstand to anydesktop, laptop, tablet or mobile device. Separately, Traditional Home isplanning on launching a Traditional Home iPad app later this year.

"The dynamic new platform, coupled with the unique participation ofbloggers and designers, proved to be a compelling lure for advertisers aswell," added Beth Brenner, publisher, Traditional Home. “Over 30companies bought into this spring issue, running the gamut from hi-endfabric and furniture companies to retailers such as Room & Board, WestElm and Target. Return advertisers include Kravet, Hunter Douglas, Velux,Hinkley Lighting and Mitchell Gold + Bob Williams.”

The third edition of TRADhome will launch in Fall 2012.

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NEWS CALENDAR EDITOR TV JOB BOARD LOOK BOOKS INTERIORS

TRADhome was named a

finalist in MIN's

Best of the WeB

AWARDs for Best

Digital Magazine

and Best Premium Content

wwd.com

mediabistro.com

mag.com

press impressions from bloggers alone!100 millionhas amassed overmag.com

“with the arrival of the 2nd annual traDhome Digital issue came my stylebeat submission selection project by christina Murphy. it was so cool to see her kelly-green tinged living room and the entire project come to life on the digital pages. the entire issue is filled with great designer projects, artisans and more. Download

the digital issue to peruse the talent to watch.”

- Stylebeat, May 2012

“trad home's spring 2012 issue featured the work of its' 10 New Designers, coined the New trads. i found some "new to me" designers, whose work i am incredibly inspired by. this issue is a must read! You will not be disappointed!” - The Family Room, April 2012

“I just KNeW tRADhome would be good!if you haven't yet flipped through the latest issue of traDhome, you need to take a few moments and do so. the photos are gorgeous, the design is stellar and the link-ability to sources is fantastic. well done!”

- A dreamer’s den, April 2012

and many bloggers reposted their favorite pages

mag.com

February We Love CoLor! Ad CLose: January 30, 2014 on sALe: February 20, 2014 May

neW TrAds Ad CLose: april 24, 2014 on sALe: May 15, 2014

July ouTdoor Living Ad CLose:June 19, 2014 on sALe: July 10, 2014

noveMber HoLidAy enTerTAining Ad CLose: october 14, 2014 on sALe: november 4, 2014

2014 details

mag.com

TRAdhome will once again have an extensive PR + Promotional Campaign to drive traffic and support our advertising partners. Components include:

• In-book promotional support in-magazine

• Publisher’s letter from Amy Churgin with May 2014 issue

• Editorial call out in each corresponding issue

• Ongoing PR Campaign to traditional print and broadcast media outlets, as well as to the design blogger community

• Online ROS Ad Units on traditionalhome.com

• New Trads consumer contest cross-promoted via print and digital

• Social Media Support on Traditional Home’s Facebook, Instagram, Twitter and Pinterest pages

• On-going Blog Posts over the course of the year

• Four Promotional E-Newsletters to Traditional Home’s opt-in subscribers (230,000+)

PR + Promotional Campaign

Th Spring 2013 New Trad issue

meet our

• Links from edit and advertising

• Each issue live for three months

• Enhanced ad creative featuring: – Embedded Video

– Pop-ups

– data Capture

• Advertisers receive detailed metrics, including: – Unique Visits

– Total Page Views

– Click-Thru Links

for more information on how to participate in this groundbreaking project, contact your traditional home account representative or amy churgin, publisher at 212.455.1275 or amy.churgin@meredith.com.

please note that advertisers who elect to take advantage of unique enhancements may be required to provide materials at an earlier date. timing determined on a case-by-case basis depending upon the type of enhancement selected.

Benefits for Advertisers• Join Traditional Home as it continues its expansion into the digital

universe, allowing us to deliver content—and your brand message—across multiple digital platforms

• Generate buzz for your brand among the next generation of design lovers whose primary resource is the design blogosphere

• Include embedded links and interactive enhancements on both editorial and ad creative, enabling readers to click instantly to purchase your product; register for information, enter sweepstakes and more—direct from the pages of TRAdhome

• Pair your digital message with a print schedule in Traditional Home to gain a broad reach to your target consumer

Rate: $7,500 net per page (includes up to 3 live links from your brand’s ad creative)

*supplemental charges apply for digital enhancements. contact your advertising representative for details.

mag.com 1.14

Th Spring 2013 New Trad issue

meet our