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Architectural Digest's Advertising-Successful 'AD 100'

Tuesday, November 29, 2011

Architectural Digest's listing of its top 100 interior designers is an every-other-January tradition, so VP/publisher (since Feb. 2008) Giulio Capua telling min that the Jan. 2012 AD 100's 127 ad pages are more comparable with Jan. 2010's 92 ad pages (+38%) than with Jan. 2011's 59 (+115%). "We are also +8% versus the 117 that we carried in Jan. 2008, which was before the severe economic downturn began that September."

Capua credits much of the current success to advertisers "embracing the vision" of AD editor-in-chief (since Sept. 2010) Margaret Russell. The monthly finished 2011 +9% in ad pages, but the fourth-quarter differential, when Russell's "impact was most fully pronounced," was +19%.

"The Jan. 2012 100 reflects the tremendous amount of support from building and design advertisers, but equally strong was the advertising from the nonendemic luxury [jewelry, etc.], automotive and financial categories."

Capua and Russell are celebrating the 100 by hosting a Nov. 29 New York reception at the Guggenheim Museum. The event is a first, because Capua told min on June 27 that Russell's 1975-2010 predecessor Paige Rense "never encouraged one. Margaret did." About 400 people are expected.

Separately, Capua and his staff will be in Miami Beach over the Dec. 2-4 weekend hosting the inaugural AD Oasis @ The Raleigh. Much of it is outdoors at the luxury hotel ("reminiscent of a lush beach boardwalk," says Capua),  with the art-watching, "mini massages" (back, neck and hand) and a "social media cabana" open to the public from noon to 6 p.m. Dec. 2 and 3 and from 10 a.m. to 2 p.m. on Dec. 4.

The evening events are private parties, with The Macallan (Scotch whiskey) and Fisker Automotive the respective hosts on Dec. 2 and 3. (The latter will feature a performance by Jakob Dylan.) Other AD Oasis presenting sponsors are AT&T, Brown Jordan, Moore & Giles, Roche-Bobois, Silhouette Eyewear, Solange Azagury-Partridge, Sunbrella Fabrics, Trex, and 1800 Tequila Colección.

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