Friends with benefits.

TMSmart Shopper MagazineShoppingHeights.com®

Better Shopping Where You Live ®

aking friends with affluent consumers and the better local businesses that serve them has defined Smart Shopper Magazine since our very first issue more than 22 years ago. Along the way, we became the go-to medium for high-end shopping incentives for 200,000+ reader households and a multitude of leading advertisers who demanded results long before “ROI” became a buzzword.

Join us as we expand and offer integrated media solutions for the digital age. Web, direct marketing, e-marketing, blogs, editorial content and an insistent social media presence – we think you’ll like how we infuse our brand promises into each of these vital new platforms.

Now more than ever, we’re poised to deliver added value to our Smart Shopper community of readers and advertisers – all included at no additional charge to our advertisers, both BFF’s as well as new kindred spirits.

Why do this? Well, that’s what friends are for.

Smart Shopper MagazineTM

Forefront

ShoppingHeights.com®

• Designed from the ground up to dovetail with the flagship publication

• Clean, elegant, high-and and intuitive• Features are carefully conceived to make the site exciting,

attractive, timely, adherent (“sticky”) for users, profitable for advertisers

• Reader blog which for the first time, enables readers to talk about shopping experiences and express

commentary in real time• Site is advertised in each issue of Smart Shopper Magazine as well as other targeted media

Smart Shopper Magazine™ is published six times per year (February, April, May, August, September and November) by Smart Shopper, Inc. in Northwest Baltimore, Towson and North Baltimore, Howard and Central Anne Arundel Counties. ©2012 All rights reserved. No part of this publication may be reproduced in any form or by any electronic or mechanical means, without prior written approval from the publisher. Registered and published in Maryland.

Need an extra copy of Smart Shopper Magazine or would you like to be added to our mailing list? Please email us at circulation@smartshoppermag.com. Are you looking for a specific savings certificate? Go to ShoppingHeights.com, where you can view our magazine, download and print certificates and much more. You may also stop by our office for your extra copy of Smart Shopper Magazine at the address below, office hours are 9:00 am to 5:00 pm. If you wish to be removed from our mailing list, send your request to circulation@smartshoppermag.com.

Smart Shopper, Inc. commercentre | 1777 reISterStown rd., SuIte 240

BaltImore, md 21208 tel: 410.486.4988 Fax: 410.486.8925

ShoppingHeights.com • info@smartshoppermag.com

TM

Gary Frahm

Lauren Esakoff

Sharon Sigelman

Kim michalov

Jane leibowitz

Merrill Witty

Maria Hogg

Stacey Ryan

ellen hunt

michelle Jones

Jennifer Spath

Ernest J. Tompkins

Sales Professional?

Consider Smart Shopper magazine™

We’re a high-end direct mail magazine unlike any other, zeroing in on the needs of specialty retail advertisers and the affluent readers they serve. General and senior level sales positions are available in North and Northwest Baltimore County as well as Howard and Anne Arundel Counties.

You need to have a record of successful outside sales experience and a minimum two-year degree. These are the only “musts.” Ad experience is preferred.

Salary, commission, bonuses and benefits. We’ll train you well and then provide hands-off management once you get settled in, allowing you to do what you do best.

Send your resume and cover letter (it’s important because we need to see if you can put your thoughts in writing. Be as short or creative as you like) to: Lauren Esakoff, Associate Publisher, lesakoff@smartshoppermag.com. Company info available at ShoppingHeights.com. All replies strictly confidential, e.o.e.

Picks& Perks

F irst, let me tell you how happy I am to be the editor of Smart Shopper Magazine. I worked

with publisher Gary Frahm in the newspaper business years ago and we have remained friends. I was excited to hear that he wanted to add editorial content to his wonderful magazine because I truly feel it will help everyone to better use Smart Shopper Magazine.

So I’m thrilled to be able to report on new trends and exciting products—everyone loves shopping, right? And I will cover a different topic each season.

Since this is the Early Fall issue of Smart Shopper Magazine, we wanted to turn our thoughts to the great indoors. With cooler weather comes the desire to put away the toys of summer and spend quality time by hearth and home.

But just what, exactly, can we expect to find there? Same old ho-hum dust-catching drapes? Is the paint palette we thought so stunning 10 years ago anything but boring now? And cast your eyes around the living room: does the furniture fairly represent your personality and how you want to live? Sometimes just freshening up the bedroom with new bedding and pillows will make retiring a lot more inviting. New, colorful towels can really perk up a bathroom; or go further and update this utilitarian room with some stunning sconces.

Perhaps you’re really at a new stage altogether and are looking to buy or build a new nest. Think about how you really use your rooms and what you need to get out of them. I for one wonder if those master suites the size of gymnasiums have turned out to be the cozy places we really want to spend time in. How about formal dining rooms—people seem to be quite divided on the pros and cons of those. Thinking about how you live and entertain can dictate those choices. Turn to page four for some of my fall picks and let’s get started!

ForefrontIN THE

Merrill Witty, Forefront Editor

Better Shopping Where You Live

Reader Customer Service

preSIdent & puBlISher

vIce-preSIdent & aSSocIate puBlISher

operatIonS manager

art dIrector

graphIc deSIgner

ForeFront edItor

dIgItal medIa SpecIalISt

SenIor account manager

account managerS

®

Anne Arundel | shoppingheights.com | 55 | Smart Shopper Magazine | Anne Arundel

Color is back! The new furniture displays that we will be featuring

this fall include a sofa with a pewter ground print with accents of bright yellow, turquoise, coral and purple. All the colors are very vibrant and crisp. We offer accent furniture pieces that allow you to pop these colors in any room. Linen and textured fabrics are prevalent and our onsite workroom is busy fabricating simpler treatments including English-pleated panels and Roman shades. We have seen a trend in carefully selected drapery hardware in slick metal finishes and are stocking a wide variety of flat braid tapes and trims.- Alexander Blank Fabric & Design, Timonium

The color green in every shade, from yellow-green to hunter, is popular. Neutrals are

still huge—but in gray tones; it’s easier to sell a house done in an all neutral palette, by the way. For fabrics, people want neutrals, blacks and whites, and also big, bold graphics, like chevron prints and trellis prints.- Maryland Paint & Decorating, Annapolis

Kitchen cabinets are going darker, for a richer look. The room can

still look bright if you have excellent artificial lighting. Traditional

cabinet looks are on the wane; a cleaner-lined transitional (enroute to contemporary) look is in. Countertops are granite or engineered stone. Appliances—always in stainless—are more

energy efficient and quieter. Fridges with

French doors, in-door dispensers and even TVs

are very big now. Wall colors are gray or a grayed blue, not yesterday’s bright and bold hues.- SD Kitchens, Pikesville

People are loving the casual, coastal look. In the last few months, there’s been a big run on

plantation shutters. Ninety percent of those were in white. People who don’t have the budget for the shutters are doing wood or faux wood blinds with 2 ½" slats, rather than the standard 2". These are popular in both wood tones and white. Roman shades are also popular, as are the honeycomb blinds.- Budget Blinds, Annapolis and Columbia

Contemporary is the “it” style in furniture, as it has been for a while, and it’s gaining

in strength. You don’t see many skirted sofas anymore. Most people are choosing the solid body fabric of a couch in a neutral like cream or gray and adding toss pillows and accent chairs in purple, red, orange or green. Prints are Ikats and other modern graphics; you are not seeing florals anymore.- Sofas Etc., Columbia and Towson

Chevron print Oxford GreyTrellis prints, fabric by F. Schumacher

Kathy Ireland wood blinds

Accents are bright and bold

Solid bright tones trend in fall upholstery

Coming next issue:fall fashion

Alexander Blank Fabric & Design

www.alexblankfabrics.com

Bode Floorswww.bodefloors.com

Budeke’s Paints & Decorating www.budekes.com

Budget Blindswww.budgetblinds.com

Dorman’s Lighting & Designwww.dormanslighting.com

Gardiners Furniture & Mattress

www.gardiners.com

Maryland Paint & Decorating

www.mdpaint.com

Mill End Shops www.millendshops.com

SD Kitchens www.sdkitchens.com

Sofas Etc.www.sofasetcmd.com

Watson’s Garden Centerwww.watsonsgarden.com

Trends, Tips & Temptations

provided by theseContributingAdvertisers

Go to ShoppingHeights.com for fresh offers, incentives, events and more! Be sure to

join the conversation on Facebook, Twitter and the new

ShoppingHeights.com blog!

4 | Smart Shopper Magazine | Anne Arundel

In 2012 there are two major trends in home design going on. The first is color blocking…right off the fashion runways and on-trend in home

décor. Paint choices are bold (we always recommend Benjamin Moore Aura paint). Drapery is great in blocks of color, too. Example: panels where the top or bottom quarter is in a complimentary fabric. The second big trend is gray! Gray is the new beige, and any color with a gray undertone is red-hot…or should we say gray-hot! Benjamin Moore’s Revere Pewter is a favorite greige (gray + beige) of ours.- Budeke’s Paints and Decorating, Columbia and Timonium

Revere Pewter color as shown

The trend [in flooring] has been toward hard surfaces as opposed to carpeting. Manufacturers have been coming out

with a lot of gray stains in their products: hardwood, laminate, luxury vinyl tiles and ceramic tile. When they introduced their new products in the spring we saw a big onslaught of gray!- Bode Floors, Columbia and Ellicott City

This area has been pretty traditional, but we’re moving toward transitional styles now, with eclectic décor.

Drum shades are big, chandeliers are big, but now with drum shades. Crystal is still big but with a transitional

flair. Iron with crystal is big in bathrooms and in dining rooms. We’re now pairing two big pendants over a kitchen island rather than three small ones. Metals have warmer finishes—silvers now are a more “golden” silver. They are lightening and warming in caramel tones.

Coordinating fabric for custom upholstered headboards, duvets and drapes is very

big. Drapes are mounted higher than the top of the window with decorative hardware. Graphic patterned linens and embroidered silks are on-trend fabrics for everything, with fringe or fancy trims. And we’re doing lots of nailhead trim on upholstered pieces…with contrasting pillows. Velvets and ultrasuede are having a fall resurgence. - Mill End Shops, Annapolis and Lutherville

A big trend we are seeing is the explosion of the orchid inside the home—mainly for

color but also for ease of care. Indoor gardening is mainly focused on tropical houseplants, like palms, hibiscus, oleander and gardenia. Gloxinia and cyclamen are easy to care for and give color for 4-6 weeks. If you are bringing these plants indoors from the outside patio put them near a south- or west-facing window or sliding glass door.- Watson’s Garden Center, Lutherville

Forefront by Merrill Witty

After several years of a sea of merlot, wood tones are

getting lighter and sheen is more satin than gloss. Casual is the buzzword for upholstery, with natural fibers and leathers gaining more popularity. Neutral upholstery is still popular, but brighter accent pillows and accessories add pop to a dull room. Bright orange, teal, navy and lime green are gaining in popularity.

I enjoyed talking to lots of our local interior design specialists about their ideas for the fall season. Here’s what they said.

Flooring: Preverco Wirescraped Zebra

Three-light copper drum shade chandelier found at Dorman’s

IN THE

Orchids and tropicals add color and life to your home

Neutral and natural bold prints

- Gardiners Furniture & Mattress, Towson and four additional locations

- Dorman’s Lighting and Design, Lutherville

Affluent, active shoppers interested in making better retail purchases

• 100% direct mailed to more than 200,000 of central Maryland’s most coveted homes, six times annually• Bringing high-end local advertisers and affluent shoppers together for over two decades• Accountable, effective, result-oriented advertising • 1.8 readers per issue. 86% read every issue. Female. 35+. Married. College graduate. Homeowner. $101,700 median household income* • All full-page format marries brand building and response into each ad. Compelling advertising without clutter.• Selectivity in advertisers and categories • Agency quality ad design provided at no additional charge

*Source: Mendelsohn proprietary readership survey, 2010.

• Showcases exclusive products and services from our specialty advertisers with themed editorial in each issue• Takes time-proven direct mail incentives a step further by increasing reader interest, influencing shopping habits and directly driving sales• Fresh and informative content • Themes include: Fashion (Spring/Fall), Home (Summer/ Early Fall), Beauty, Health & Fitness (Early Spring) and Better Gift-giving (Holiday)

M

New, groundbreaking editorial feature in every issue

The digital companion to Smart Shopper Magazine with an entirely new look, features, navigation and user interaction

$15 OFFSale Items of $75 or More

ELLIE 7701 Bellona Avenue • Ruxton, Maryland 21204

410.823.8544

Not valid on previous purchases, sale items or special orders. Not valid for purchases of gift cards.

SMART SHOPPER MAGAZINE™ SAVINGS CERTIFICATE®

OFFER EXPIRES MAY 31, 2012 OFFER EXPIRES MAY 31, 2012 NN

ELLIE7701 Bellona Avenue • Ruxton, Maryland 21204

410.823.8544

Not valid on previous purchases, sale items or special orders. Not valid for purchases of gift cards.

$30 OFFYour Purchase of $150 or More

7701 Bellona Avenue | Ruxton, Maryland 21204 | 410.823.8544

Smart Shopper MagazineShoppingHeights.com

Spotlight

Marquee

• Sales, specials, promotions, events, grand openings, sidewalk & clearance, rate changes, announcements, community outreach, etc. • Digital showcase of classified display-type advertising reaching the community of shoppers most likely to be interested in your message• Simple stylized icons graphically parlay messages and negate clutter• Immediate, timely posting and removal of your message

Online Smart Shopper MagazineTM

• Reaches a hugely expanded marketplace• All zones of the current print issue are included• Presented in a state-of-the-art application• Self-selecting opt-in audience• Only opt-in members can print coupons• Customers who have forgotten or misplaced their Smart Shopper Savings Certificate can be directed here, 24/7

Emarketing Newsletter

• Trumpets current Spotlight and Marquee ads • Lands in thousands of members’ inboxes with a 99% deliverability rate

• Clean, uncluttered layout and exclusive, high value offers enhances readership• Weekly vs. daily delivery increases user desirability and promotes higher click-through

Social Media: Facebook & Twitter

• With this value-added service, you get instant feedback from our full-time, in-house social media specialists• Your promotion can be shared, liked, tweeted and emailed• Analytics from and insights to your delivered audience provided – just ask!

share with friends

SHAREBetter Shopping Where You Live

TM

Welcome& Thank You!

share with friends

share with friends

SHAREBetter Shopping Where You Live

TM

follow usjoin us

share with friends

ShoppingHeights.com Smart Shopper Magazine

TM

Better Shopping Where You Live TM

TM

We’re so happy you signed up…

Thank you for registering with ShoppingHeights.com. In case you don’t know, ShoppingHeights.com is the digital companion to Smart Shopper Magazine, featuring better shopping where you live. Take a quick tour and see the spectacular savings that await you! Membership comes with privileges, among them the ability to: • View exclusive and up-to-the-minute offers that span Central Maryland • Get additional exciting, high-end merchant specials in your neighborhood• Mark and save coupons from your favorite specialty shops and services• Voice your experiences and be a part of our online community with our blog “Forefront”• Download our current magazine and much more If your friends are anything like you (smart, fashionable and probably uncommonly good looking), they’ll want these savings, too! Share with a friend.

P.S. Don’t forget to add info@smartshoppermag.com to your contact list. We promise to keep you up-to-date with one weekly email newsletter while respecting your time and privacy.

Enjoy the savings!

Digital online version of our complete magazine

+

Time-tested “image + response” format of Smart Shopper Magazine updated and redesigned for the web

Community bulletin board for time-sensitive messages not requiring a coupon

4

Weekly promotional email campaign mailed exclusively to opt-in members

Daily dialogue on Facebook and Twitter socially cross-promotes your message, event or sale in real time

• Attractive, brand-building advertising with exclusive high-value offers• Prime placement on our web home page reaches thousands of local viewers weekly • Designed for maximum click-through and ease of printing offers• Weekly email support increases exposure and drives traffic • Website links and Google maps provided for each advertiser• Ideally formatted for computer screens, tablets and smartphones

44 4

TM

Smart Shopper MagazineShoppingHeights.com®

Smart Shopper, Inc. | 1777 Reisterstown Road, Ste 240 | Pikesville, Maryland 21208 | 410.486.4988

Let’s be friends!For more information, contact us to see how we can help your business.Email info@smartshoppermag.com or call 410.486.4988, ext. 100.

Better Shopping Where You Live®