Media DNA

In the second of our series looking at brand profiles, interiors magazine Living etc gets the Media DNA treatment

Living etc is Britain’s best-selling modern interiors magazine. It provides an original mix of stylish homes, shopping and design ideas to keep readers in touch with the latest trends in modern living.

It was the first magazine in its sector to treat interiors in a fashion and trend-led way, mixing high-end labels with high street brands and vintage finds. Living etc’s readers are design-savvy shoppers and the magazine appeals to their desire to accessorise and update their homes in the same way that they treat their wardrobes.

Like other homes magazines, Living etcis perceived by readers as being practical and inspiring.

The magazine stands out on the qualities of being entertaining and sexy, a reflection of the style-conscious aspirations of its readers.

They are sophisticated, 30-something urbanites with great taste and a love of the good things in life.

They are confident and optimistic and Living etcappeals to their desire to enjoy life, providing them with a moodlifting experience.

A personality map of Living etcshows that it is seen as the most extrovert, carefree and excitable homes magazine.

These are qualities that are clearly appreciated by a sociable audience – Living etc is the homes magazine most likely to be talked about with friends.

Living etccreates a relaxed, modern style, and is perceived by consumers as being one of the most trendsetting magazines.

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