Country Living Magazine Releases Study On Comfort

Furniture World Magazine

More than ever, Americans are seeking the comfort of home, family, and connections to the past. And no one knows that more than Country Living magazine. Country Living commissioned Yankelovich Partners to conduct a study that closely examines the current "country" mindset to see how it has changed over the past several years. The results show that Americans are embracing a lifestyle that focuses on comfort, simplicity, and emotional connection. Based on a random sample of 2,221 women between the ages of 22 and 70, the study found that a whopping 66% of American women live the casual, country lifestyle. The casual country lifestyle is defined by six dominant themes that are all based on comfort. They are: Home as comfort zone o The yearning for connection o The embrace of informality o The need to simplify o The importance of natural and sensory benefits o The desire for uniqueness and authenticity. "Since we launched in 1978, Country Living has focused on helping readers find comfort in many different aspects of their lives," says Nancy Soriano, editor-in-chief of Country Living. "The results of the Yankelovich study only confirm what was underscored by the tragic events of last September -that Americans deeply value the comforts of home and family and the importance of tradition and freedom." Some additional findings from the survey are as follows: • 66% of women live the casual country lifestyle. • 92% of women surveyed believe that the country lifestyle is about having a more comfortable and simpler approach to life. • 96% of women would rather have a comfortable home where guests can relax vs. a formal home that guests admire. • 84% of comfort seekers are willing to make a dramatic lifestyle change if it means gaining more control over their lives. • 92% of women say their most prized possession is an item passed down to them through their family. "On the business side, marketers are dealing with an entirely new consumer and must treat them with respect and sensitivity," says Steven Grune, publisher of Country Living. "With this study, we have been able to help the advertising community understand the implications of marketing to a population who values security and stability now more than ever." The study results led Country Living to adopt a new tagline, "Come Home to Comfort", which was introduced August 6 th in a new advertising campaign and on the spine of the magazine itself. The campaign will continue to be reflected by both the editorial and marketing sides of the magazine. Founded in 1978, Country Living is published by Hearst Magazines, a unit of The Hearst Corporation (www.hearst.com) and one of the world's largest publishers of monthly magazines, with a total of 16 U.S. titles and 107 international editions. Hearst's magazines are also read by more U.S. adult women than any other monthly magazine publisher. The company also publishes 17 magazines in the United Kingdom through its wholly owned subsidiary, The National Magazine Company Limited.