Elle Decoration shines

This coveted stamp of approval comes in the wake of the title increasing its advertising bookings by an impressive 32% over the past year as well as being one of the few consumer magazine titles to record a circulation increase, according to the latest ABC figures.

"To receive this type of recognition from the advertising industry's most influential commentators and decision-makers for the second year running is a huge honour. Combined with the ongoing support from our readers and advertisers, it serves to strengthen ELLE Decoration's determination to be South Africa's top décor magazine and the primary source of local and international décor trends and inspiration," says Kerryn du Preez, editor of ELLE Decoration SA.

"Elle Decoration outperformed competitors in the décor category against all the criteria. In addition, its consistent circulation growth underscores the inroads the title is making with consumers, says John Farquhar, editor Advantage Magazine.

Launched in 1998, ELLE Decoration SA is a relatively new player in the décor magazine market. Although it has only published 31 quarterly issues to date, it has consistently outperformed its competitors to show a steady growth despite increased market pressure. Due to increased demand, an annual special edition was introduced in addition to its four seasonal issues in 2003 which achieved an 85% sell-through on street sales.

"In the highly competitive magazine environment, differentiation is a key challenge. The ELLE Deco team under Kerryn's leadership has managed to carve out a distinct niche that reflects the passion and talent of South Africa's burgeoning decor industry. Advertisers have been quick to recognised this and we have recorded an increase of 32% in booked advertising pages over the last year - a sure sign that ELLE Deco has struck the right balance in delivering the best value to both our readers and clients," says Gisele Wertheim Aymes, Publisher, Johnnic Communications: Media Division.

ELLE Decoration's winning décor formula can be seen in the Autumn 2004 edition which is on-street now. Titled "The Decorative Issue" it pays homage to the trend towards increased embellishment and a more decorative aesthetic.