Stuart Elliott's 'In Advertising' newsletter in the New York Times reported that 'Country' is still a hot mindset for American women. Specifically, Country Living magazine believes two-thirds of adult American women are potential readers, and it has created a new ad campaign to convey this message to media buyers.

From the beginning, Country Living has had a broad reach in both its editorial content and advertising; which cover not only building, home furnishing, entertaining and gardening, but also lifestyle issues, health, beauty and travel. The magazine's 1.63 million readers are diverse and certainly not rural: almost half reside in the top 25 American markets.

Facing increased competition, Country Living asked Yankelovich Custom Research to determine how big the "country" marketplace is and what country means to those who embrace it as a lifestyle.

Yankelovich found that 66 percent of American women age 22 to 70 live what they called the "casual, country lifestyle." The research found that "the country mind-set is characterized by a heartfelt attachment to the idea of country, regardless of where one lives. Country is an attitude, not a place. It's a lifestyle, not just a way of decorating." the research found.

"The country attitude is about a more comfortable and simpler approach to life, respecting nature and the environment, a more casual style of decorating, mixing old and new in many aspects of one's life, an appreciation for handcrafted items and for our history and connections to the past."

To spread the word of its potential reach, Hearst has created an ad campaign that will run through the end of the year. All ads are based on the theme of comfort. Ads carry a tagline that says, "Come home to comfort," featuring quotations from readers. One quotes a 45-year-old mother, lawyer and perennial gardener who said: "I live in a big city but I still enjoy country living. My window box is my garden. My wheelbarrow is a taxi. Being able to bring country into the city is what keeps me coming home to the comfort of Country Living."

Transforming Tomorrow

I recently came across a poem by an unknown author that I had hanging on my wall for many years. It struck a cord with me when I unearthed it again and I wanted to share it with you. Take a few minutes, sit back, relax, and think about these words.

"Just for a minute, let me be a child again. Not long ago, I knew those feelings, but they slipped away one day when I neglected to remember them. If I might just once again:

Run as fast as I can for no reason but to feel the hard ground under my feet.

Press my nose against a rain-washed windowpane, reluctantly allowing the aroma of cooking in the kitchen to pull me from my watch.

Hear the bat smack the ball into left field, feel my hands sting, the sweater tied around my waist flapping against my legs as I run.

Wobble down the sidewalk on my new bike; biting my lips in concentration as I ride alone for the first time.

Put a small tooth with a pleasantly gory root under my pillow and snuggle into warm quilts, fighting sleep for one magic glimpse of the tooth fairy.

Lift my face, eyes squeezed shut and mouth open wide, to catch huge snowflakes on my tongue.

I never planned to let these times escape when I moved into others. I didn't know they would hurry from me to become only fragrant reminders of a scent forgotten.

Please, let me be a child one more time."

Published: September 19, 2001

Use of this article without permission is a violation of federal copyright laws.

Kathy Lamancusa is a trend strategis, professional speaker and author who tracks the forces that impact our lives. Over 1.6 million copies of Kathy's books are in print, and she has appeared on numerous television and radio shows including Oprah! She is a public speaker who can offer organizations entertaining and enlightening peeks into what is coming and what is shaping change so that they can better reach their own customer bases.