Quebecers are big decorators

Quebecers buy more 'home' magazines than other Canadians, read them from cover to cover, and spend more per capita on the products advertised.Despite lower household income, retail sales in Quebec maintain the Canadian average. Other Canadians save more and hold more...

Quebecers buy more ‘home’ magazines than other Canadians, read them from cover to cover, and spend more per capita on the products advertised.

Despite lower household income, retail sales in Quebec maintain the Canadian average. Other Canadians save more and hold more property equity.

Montrealers, 41% of whom are renters compared with 24% in Toronto and 22% in Calgary, love to entertain in refurbished homes replete with leading edge decor.

Why the inclination to rent? Because Quebecers are not comfortable buying homes unless they can afford to decorate them according to their own taste.

These cultural differences are what make Publicor’s shelter magazines, among them Decoration Chez-Soi and Les idees de ma Maison, important to readers and successful in niche marketing.

They are written and edited in Quebec by Quebecers for Quebecers.

Decoration Chez-Soi and Les idees de ma Maison are sold mostly on newsstands (more than 50%) as opposed to English magazines (a group of the most popular publications is proportionately 10%), or even the closest French competition, which solicit readers through controlled circulation.

PMB Print Measurement Bureau evidence suggests newsstand sales deliver higher readers-per-copy.

The cover is vital; we depend as much on topicality for impulse buys as we do on integrity of design and content for subscriber sales.

Publicor’s stable of magazines include Plans Maison du Quebec, Renovation Bricolage and more than seven specials annually which are oriented exclusively towards home decoration and renovation with an emphasis on interior improvement and design.

Quebecers invest proportionately more in interior design than other Canadians, who are more often homeowners and dwell more on property value and its exterior appearance.

Readers are looking for accessible information, tips and ideas on how to easily change their interior environment and addresses telling them where to find the products.

Two decor mags

Publicor has two decor magazines which attract two distinct types of readers although their demographic profiles are quite similar.

The contents of each magazine is adapted to the readers’ needs.

Decoration Chez-Soi, a mid-to-upper-scale magazine, attracts readers who are white collar and college-educated with high household income.

Les idees de ma Maison has readers who are largely self-employed or work in a specialized field. They are well-educated, and draw a top-bracket household income.

Decoration Chez-Soi readers are more conservative, traditional-minded and smart shoppers. Les idees de ma Maison readers are impulsive, spontaneous, trendy and contemporary.

Decoration Chez-Soi is not a decorating magazine; it is a magazine that designs the ‘decoration’ and presents it in a global environment.

Focus on the idea

Les idees de ma Maison places more focus on the idea, the object and the solution and, beginning with the September issue, will carry an additional monthly section on renovation.

Chez-Soi is also preparing a surprise for the fall – sorry, it is still under wraps.

Publicor targets the Quebec audience exclusively – it does not publish an English-Canadian version of Decoration Chez-Soi or a European version of Les idees de ma Maison.

Publicor’s internal culture is Quebecois and is attentive to Quebecers’ needs.

Our energy is directed to familiar readers and that is why we take pride in knowing how to reach the Quebec marketplace.

Lyane D. Blackman is publisher of shelter magazines at Montreal-based Publicor.