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GIMME SHELTER: In May, American Express Publishing beefed up its luxury travel magazine Departures with a shelter supplement, Home & Design. The issue, edited by Departures editor in chief Richard D. Story, was conceived to come out just once a year, but it ended up attracting 40 pages of advertising. That was just enough for Amex to decide there was advertising appeal to bring it back next year as a biannual, in May and October, again polybagged with the main magazine. Publisher Steven DeLuca said he’ll be chasing over a hundred pages in advertising for the combined issues.
Home & Design surfaced on the same day as Home & Style, another shelter supplement from competitor Robb Report. Both titles, as well as a handful of others in their category, came about to take advantage of renewed spending from luxury advertisers and in the high-end real estate sector. Robb Report’s supplement is also chugging along just fine — though the true rate per page is unclear, the four issues out so far averaged 86 ad pages — and will return next year again six times.
RELATED STORY: Departures, Robb Report Launching Shelter Supplements >>
This story first appeared in the July 22, 2013 issue of WWD. Subscribe Today.