“I pick it up because the magazine has a pulse that makes you want to call a friend and tell them what you discovered.” ■ I hear this all the time from our readers. They are describing how they feel when they see CTC&G at their favorite design store, real estate agent, architect’s office or luxury retailer, and they’ll pick up the magazine and read it. This is called “place-based distribution” and it really works. ■ We know that those of you who pick up our magazine are interested in it and that most of you read every issue. This is a very high measurement by industry standards. ■ Too many design magazines folded in the past year because the heavy discounting and frequent mailings to get subscription renewals rendered the circulation largely unprofitable. When advertising plunged, these magazines could not stay in business. ■ Other companies mail magazines to upscale home owners because, well, they assume upscale home owners will read it. Not so! Just because someone lives in an expensive house does not mean they are interested in reading about architecture, design or home decorating. ■ The proof of the pudding is in the response to CTC&G’s editorial and advertising. Stores call us to report that products featured in our pages fly off the shelves; those offering design or building services report receiving calls from interested and qualified customers, as well as increased website traffic. ■ For a list of where to find our magazine, go to www.candgpublications.com.