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The Magazine

About the Client
The Magazine was founded in 1990 to offer the best in modern furniture and design, from classic pieces to the latest European products. Operating a 6,000 square foot retail showroom in Berkeley, California, co-owners Brian Ogan and Rainer Lagemann have developed a strong following for their unique offerings and highly trained staff.

Unlike competitors who are focused on the contract market, The Magazine specializes in selling direct to consumers. Offering the best in customer service, The Magazine makes buying modern design a fun, no-pressure experience. The skilled sales staff offers design consultation, delivery and in-home set up.

In 2002, The Magazine launched its e-commerce web site at www.themagazine.info. The site got off to a quick start and online orders are now a significant percentage of store revenues. Containing the largest selection of modern furniture and accessories on the web and featuring a sophisticated gift registry, the site is the Internet's most visited contemporary furniture address.

PR Strategy
In the past, The Magazine relied upon expensive, full-page advertisements to attract customers. However, as the effectiveness of these ads began to decline dramatically, co-owners Ogan and Lagemann reevaluated their marketing strategy. They turned to Galvin Communications to develop a PR campaign to drive sales.

We focused on the success of The Magazine's e-commerce site as a key story element. In light of the high profile collapses of other online furniture sites (e.g., www.furniture.com), business journalists wanted to hear stories of success. The consumer press, in turn, was intrigued by the novelty of buying high-end modern furniture and accessories online. Bridal magazines, especially, were interested in an online gift registry for couples with modern design aesthetics.

To emphasize The Magazine's interior design expertise even further, we took advantage of a classic silver 1987 Airstream motor home that co-owner Brian Ogan had transformed into a modern, movable design statement. He outfitted the motor home with modern furniture and fixtures from the same exclusive European suppliers of his store. The Airstream became a fun yet relevant publicity vehicle that garnered significant attention for The Magazine.

Results
The Magazine has been covered by prominent newspapers throughout the country, including the Wall Street Journal, San Francisco Chronicle, San Francisco Examiner, Dallas Morning News, Oakland Tribune, and Santa Rosa Press Democrat.

A press release detailing Brian Ogan's tips for maximizing small spaces with style (based on the Airstream project) has appeared in newspapers from over twenty states to date.

Articles have appeared nationally in glossy publications as diverse as Entrepreneur Magazine, Worth Magazine, Robb Report, New Homes Magazine, At Home in Arkansas, InFurniture Magazine, Simply the Best Magazine, Small Room Decorating, MotorHome Magazine, and Western RV News.

In addition to securing prominent national media coverage for The Magazine, Galvin Communications helped promote a weekend-long event at the Berkeley store. Billed as a "Modern Design Weekend," the event celebrated The Magazine's 12th Anniversary with music, refreshments and, of course, modern design. The event attracted nearly 1,000 attendees and generated sales from both new and repeat customers.