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					                                                                                                                                    LIVING THE GOOD LIfE IN THE 805




            THE ART OF CHEESE
                                                                                                                                                                            I love you,
                SAVORING THE DAIRY BEST FROM PURVEYORS AND PRODUCERS IN THE 805.




                                                                                                                                                                    Honey!              By Sarene Wallace Photographs by Gary Moss




                                                                                                                                                                                                          Nature's favorite sweetener
                                                                                                                                                                                                               comes in a bouquet of
                  “It’s a cheese shop, cheesy jokes are all allowed. If you thought it was going to be good                                                                                                  intoxicating flavors that
                humor, I’d be selling ice cream.” This lighthearted comment comes from Kent Torrey, the                                                                                                     will have your taste buds
                       self-imposed “big cheese” and owner of The Cheese Shop in Santa Barbara.                                                                                                                    buzzing for more.
                  Jokes aside, it’s hard to find a more knowledgeable cheese impresario and wine lover
                           than Torrey. After all, he is the CEO—or Cheese-Eating Oenophile.

                                                 BY CAROLE DIXON PHOTOGRAPHS BY GARY MOSS




                                                                                                                                                                          OWNING A PIECE OF PARADISE IN SOME
                                                                                                                                                                          OF THE WEST’S HOTTEST DESTINATIONS.
                                                                                                                                                                                          BY ANTHONY HEAD



                                                                                                                                                               America’s housing market looks like it’s still slumping, but real estate
                                                                                                                                                               is bound to remain the country’s best investment option. It’s not all
                                                                                                                                                               about building a portfolio, though. The benefits of owning a second
                                                                                                                                                               home include exciting new surroundings, the chance to work with
                                                                                                                                                               different design and architectural elements, and having a new place
                                                                                                                                                               to sleep, entertain, and relax. A second home can be intimately famil-
                                                                                                                                                               iar at the same time it remains exotic and unique.
                                                                                                                                                                  Choosing the location—the beach or the mountains, in a city or
                                                                                                                                                               somewhere more remote—usually involves figuring out what feels
                                                                                                                                                               most like a home away from home and then finding a suitable resi-
                                                                                                                                                               dence. These days it’s becoming more popular to own a condo or buy
                                                                                                                                                               into a fractional ownership residence. When these options are attached
                                                                                                                                                               to luxury hotels there are extra amenities (such as housekeeping and
                                                                                                                                                               concierge services) that provide additional incentives.
                                                                                                                                                                  We found the following real estate options located in some of the
                                                                                                                                                               West’s great locations. While each is unique, they are all wonderful
                                                                                                                                                               places to call home.




                   This page: Swarovski crystal jeweled starfish by Cloutier ($150-$485) from Fred’s Fine Cleaning Center, 706
                   Lindero Canyon Road #734, Oak Park; 818-706-3733. Opposite page, from top to bottom: 18-karat white gold
                   four-row stacked ring with four fancy yellow radiant-cut diamonds and round brilliant-cut diamonds ($4,950)
                   from Polacheck’s Jewelers at The Lakes at Thousand Oaks, 2200 Thousand Oaks Blvd., Thousand Oaks;
                   805-230-2790, or at The Commons at Calabasas, 4719 Commons Way, Calabasas; 818-225-0600. Simon G.
                   ribbon pattern tri-color ring with white, pink, and yellow diamonds ($2,560) from Moyen & Co. Jewellers,
                   2806-A Townsgate Road, Westlake Village; 818-707-1230. Three-carat diamond right hand ring ($3,595) from
                   Golden Image Jewelers, 215 N. Moorpark Road Suite E, Thousand Oaks; 805-446-2733.




HOME   DINING                                          RECREATION                                                                TRAVEL   COMMUNITY   HEALTH       SHOPPING
Editorial Overview
805 Living is a high-end regional lifestyle magazine that combines the best of both worlds:
the quality and style of a national publication with smart, locally relevant editorial. Our focus
highlights the vibrant communities of western Los Angeles, Ventura, and Santa Barbara
Counties—from Calabasas to Santa Barbara and beyond. Each month, readers depend on
805 Living for its exciting mix of home design, fashion, entertaining, health and wellness,
recreation, shopping, dining out, cooking, wines and spirits, family, events, travel, and, most
important, the extraordinary people who call this unique region of Southern California home.

fEATURE STORIES        Capture the spirit and style of the 805 area and the notable neighbors who call it their home. Our
                       feature stories often include entertaining, home design, and exciting travel destinations, (along with
                       stunning photography and art direction), but we also include profiles on many of the individuals who
                       make a difference with our lives right here at home.
             fINDS     Shopping. Fashion. Travel. Finds is a potpourri of stylish, must-have products. Finds/Style is a
                       monthly “look book” of men’s and women’s fashion and accessories. Finds/Travel helps readers plan
                       extraordinary getaways in the 805 and beyond.
           INSIDER     We spotlight the hottest events and activities taking place in the region, including concerts, theater,
                       festivals, dance, visual arts, charity events, sports, and more.
    SOCIAL SAVVY       Helps smooth out everyday etiquette quandaries and social dilemmas with grace—and a backbone, too.
MIND/BODY/SOUL         Our focus on health and wellness features local resources and area experts to help enhance the mind,
                       body, and soul.
 ARTS & CULTURE        Encompassing the literary, musical, and performance arts, this is a lively look at the people and events
                       that entertain us.
        UPGRADES       Expert tips and creative ideas for interior and exterior home improvements.
  IN THE GARDEN        Dig deep into the local horticulture scene.
         PURSUITS      A look at the hobbies, sports, games, and other diversions that make getting up in the morning extra
                       special. We profile not just the activities and actions, but also the people who enthusiastically pursue them.
          INSIGHTS     This column takes a more in-depth look into a particular topic of special interest to the issue. It’s a
                       chance for us to dig a little deeper into a subject, or a theme, or a state of being.
     GOOD DEEDS        Our social pages highlight the charitable community in the 805 area.
             TASTE     Incorporating food, recipes, wines, and spirits into each issue, as well as where to find them locally.
   THE ARMCHAIR        (a.k.a. executive editor Anthony Head) chooses one great bottle from a Central Coast winery each
     OENOPHILE ®       month to ramble on about.
         TASTE Of      A spotlight of fine and casual dining establishments that includes the most comprehensive dining
        THE TOWN       guide around.
                P.S.   A simple end-note, in varying formats, to every issue.                                                                     0110   rev




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An Audience
Worth Investing In                                                                                                                                              Gloria Hamblin is the co-founder and program director of
                                                                                                                                                             Ride On, a unique organization that teaches horseback riding to
                                                                                                                                                             children and adults with physical and mental disabilities.
                                                                                                                                                             “Growing up, my mom was a rehab nurse, and I have lots of
                                                                                                                                                             experience with people with disabilities,” says Gloria, who has a
                                                                                                                                                                             degree in recreational therapy and has worked

                                                                                                                                           Gloria Hamblin
                                                                                                                                                                             with children and adults with physical, develop-
                                                                                                                                                                             mental, and emotional problems for 30 years.
                                                                                                                                           Program Director, Ride On         “I have always loved horses, so putting the two of
                                                                                                                                                                             those passions together proved to be a perfect fit.”



      An estimated 190,000 readers turn to 805 Living each month for the inside scoop on living
                                          *                                                                                                                     Ride On’s brand of therapeutic horsemanship offers hip-
                                                                                                                                                             potherapy, which involves a licensed physical, speech, or occupa-
                                                                                                                                                             tional therapist, as well as therapeutic riding, which emphasizes
                                                                                                                                                             recreation and riding skills. “Horses help people cope in very
                                                                                                                                                             special ways, and I love to be able to provide that opportunity for
                                                                                                                                                             people who can’t afford their own horse or have access to a more


      the good life in the 805 and beyond. Our readers are powerful consumers … they are                                                                     expensive stable,” Gloria says.
                                                                                                                                                                As program director, she ensures the programs they have are
                                                                                                                                                             interesting, and that the instructors are highly qualified. She also
                                                                                                                                                             praises her family members, who have been involved with Ride
                                                                                                                                                             On from the beginning. “My husband Bryan is our co-founder



      uniquely positioned with the desire and the means to enhance their lives.
                                                                                                                                                             and executive director, and I have a daughter who helps out as
                                                                                                                                                             one of my instructors whenever she’s home from college.” She’s
                                                                                                                                                             also quick to point out the tremendous efforts of her staff and
                                                                                                                                                             notes, “We always need volunteers. Without volunteers, we
                                                                                                                                                             could never do this job.”

                                                                                                                                                                                                      8 0 5 L I V I N G NOV E M B E R 2 0 0 5 59




805 Living readers are in the prime of their earning and spending years.
They are affluent and poised to buy:
      •	 Average age is 38.
      •	 80% are homeowners.
      •	 Median household income: $195,000
      •	 Median net worth: $1,900,000
      •	 Median home value: $1,500,000
      •	 73% are married.


805 Living readers are engaged and passionate about the magazine:
     805 Living is a controlled consumer circulation magazine. Our readers prove they love the magazine by
     actively seeking it out each month. They respond to both the editorial and the advertising in the magazine.
     In fact, according to a recent survey in 805 Living:
      •	 96% rate the magazine as “very good” to “excellent.”
      •	 74% have shopped with our advertisers after seeing their ad in 805 Living.
      •	 99% plan to shop with our advertisers after seeing their ad in 805 Living.
      •	 100% will recommend 805 Living to others.
      •	 100% will pick up/read 805 Living again.


805 Living readers are interested in local and regional businesses, products, and services:
      Antiques                                                       Home Improvement
      Arts and Entertainment                                         Interior Design/Home Furnishings
      Audio/Video/Home Theater                                       Landscaping
      Automotive                                                     Personal Care (Health & Wellness)
      Beauty Products & Treatments                                   Real Estate
      Dining/Restaurants                                             Spas and Salons & Massage Therapy
      Estate Planning, Financial Planning                            Travel
      Event Planning/Catering Fashion & Accessories                  Wine & Spirits
      Fine Jewelry & Watches                                         Yoga/Pilates
      Gym/Personal Training


      Readership is based on an ABC-audited circulation of 25,000.
      *




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                                                                                                                       TasteoftheTown
                                                                                                                        By Angela Pettera Photographs by Gary Moss




                                                                                                                                                                     WELCOME TO
                                                                                                                                                                     PEYMAN’S

Circulation & Readership
                                                                                                                                                                     HOUSE
                                                                                                                                                                     At Leila’s Restaurant & Wine Bar in Oak Park, the food
                                                                                                                                                                     and décor are upscale—but thanks to owner Peyman Afshar,
                                                                                                                                                                     it feels like home.




805 LIVING’S MONTHLY AUDITED CIRCULATION IS 25,000. This number has been
audited and verified by the Audit Bureau of Circulation (ABC) to provide our advertisers an                                                                                                                     Grilled Scottish salmon with
                                                                                                                                                                                                          avocado and papaya salad, green
                                                                                                                                                                                                             curry vinaigrette, mint oil, and



objective and credible measure of the vitality of our circulation. ABC provides the gold standard
                                                                                                                                                                                                                crushed pistachio is artfully
                                                                                                                                                                                                          prepared by chef Richie De Mane.




in the publishing industry of media audits, a standard that top agencies and advertisers have
come to expect. In short, it gives you the peace of mind that you are getting exactly what you are
paying for. No other regional lifestyle magazine in the 805 area has been audited by ABC.

TOTAL ESTIMATED READERSHIP IS 190,000. Readership accounts for the average number of people reading a single
copy of the magazine: 4 readers per newsstand and direct mailed copies and 19 readers per “public place copies*” (e.g. medical
offices, spas, salons). Source for public place copy readership number: McPheters & Co. AudienceLab, 2008.


AREA Of CIRCULATION: 805 Living is distributed in Western Los Angeles, Ventura, and Santa Barbara counties in the
following cities: Agoura Hills, Calabasas, Camarillo, Carpinteria, Dos Vientos Ranch, Lake Sherwood, Malibu, Montecito,
Moorpark, North Ranch, Newbury Park, Oak Park, Ojai, Simi Valley, Summerland, Santa Barbara, Thousand Oaks,
Ventura, and Westlake Village.


DIRECT MAIL COPIES: Via paid subscription and controlled consumer circulation, 805 Living is mailed to high income/high
value homes in Calabasas, Lake Sherwood, North Ranch, Westlake Village, Thousand Oaks, and Agoura Hills.

Additionally, copies are direct mailed to area C-Level executives (CEOs, CFOs, COOs, etc.). 805 Living also reaches new
Amgen executives relocating to the area through an exclusive monthly mailing.


IN-ROOM DISTRIBUTION AT LUXURY HOTELS: 2,500 copies are distributed monthly in-room to area four and five
star hotels: Four Seasons Hotel Westlake Village (exclusive local magazine in-room), Westlake Village Inn, Hyatt Westlake,
Harbor View Inn in Santa Barbara, Ojai Valley Inn and Spa, Su Nido Inn in Ojai, Hotel Cheval in Paso Robles, and Dolphin
Bay Hotel in Pismo Beach.


EXCLUSIVE PRIVATE COUNTRY CLUBS: Sherwood, North Ranch, Spanish Hills, Calabasas Tennis and Swim, Santa
Barbara Polo & Racquet Club, Montecito Country Club, Santa Barbara Athletic Club, and Tennis Club of Santa Barbara.


PUBLIC PLACE COPIES: Medical offices, high-end retail stores and shopping centers, restaurants, spas and salons, real estate
offices, and fitness centers.


NEWSSTAND DISTRIBUTION: Via major supermarket newsstands and book stores including Gelson’s, Pavilions, Albertsons,
Vons, Ralphs, as well as Blockbuster Video and Borders (in Thousand Oaks) providing a consistent spot for consumers to find
the publication on a monthly basis.



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2010 Editorial Calendar &
Ad Closing/Materials Deadlines*                                                                                                          FurnitureFlair
                                                                                                                                       HEAD TO SANTA BARBARA TO DISCOVER A WORLD OF STYLISH HOME FURNISHINGS.
                                                                                                                                                                    By Leslie A. Westbrook
                                                                                                                                                                  Photographs by Mark Elkins




                 SPACE                       MATERIALS                   EDITORIAL                                   44   APRIL 2005




       ISSUE     CLOSING                     DEADLINE                    HIGHLIGHTS
      January    November 20                 November 27                 “The Future is Yours: Navigating the Year Ahead”

     february    December 18                 December 28                 “Guilty Pleasures: Food We Love to Love”
                                                                         Romance and Weddings in the 805
        March    January 20                  January 27                  The Cool Issue; Ventura A to Z
                                                                         (26 Cool Ways to Enjoy Ventura)
         April   February 19                 February 26                 Home & Garden

         May     March 19                    March 26                    Women to Watch

         June    April 20                    April 27                    Guys’ Issue

         July    May 20                      May 27                      Water Issue … Just in Time to Beat the Heat

       August    June 18                     June 25                     Kids

    September    July 20                     July 27                     Food & Wine

      October    August 20                   August 27                   Health & Wellness

    November     September 20                September 27                Giving Back

    December     October 20                  October 27                  Holiday



                 *Editorial highlights and closing dates subject to change.




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Advertising Rates
SIZE                                          1x               3x               6x              9x               12x
 Full page                                  $2,541           $2,390           $2,264          $2,138            $2,012
 Two-third page vertical                    $2,035           $1,879           $1,785          $1,695            $1,610
 One-half page                              $1,485           $1,389           $1,316          $1,243            $1,169
 One-third page square                      $1,210           $1,059           $1,005           $955              $908
 One-quarter page                            $902             $845              $801           $757              $712
 One-sixth page                              $633              $551             $523           $496              $472

Cover premiums:
 Second cover                               $3,850
 Third cover                                $3,300
 Fourth cover                               $4,620


         •	 Rate base: 25,000 (ABC AUDITED). 805 Living is published 12 times a year.
         •	 Estimated readership: 190,000*
         •	 All rates are net. All rates are for four-color ads.
         •	 Special color:PMS or matched colors carry a premium. Contact your sales representative for details.
         •	 Advertising page rates effective with the February 2009 issue.




Cancellation Dates:
         •	 Orders for all inside advertising units are non-cancelable seven days prior to closing date.
         •	 Any ads accepted after closing date (at the discretion of the Publisher) are non-cancelable.
         •	 Orders for franchise positions (including cover positions) are non-cancelable.
         •	 Supplied inserts are non-cancelable.



Extensions on Ad Materials:
         •	 Given only on a case by case basis with the approval of the Publisher.



*
 Readership accounts for the average number of people reading a single
copy of the magazine: 4 readers per newsstand and direct mailed copies and
19 readers per “public place copies” (e.g. medical offices, spas, salons). Source for
public place copy readership number: McPheters & Co. AudienceLab, 2008.

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