When Billy Davis, along with his wife, Cheryl, began producing coupon mailers out of a make-shift graphics studio in their garage twenty years ago, they had little idea where their entrepreneurial endeavors might lead. The Davis’ family operated business, Advertising Concepts, Inc. (ACI), was best known as the publishers of the publication West End’s Best Magazine, as well as a similar magazine on the other side of the river: Chesterfield Living.

What made these two magazines unique, according to Davis, was their focus on reaching a target market in very specific regions of the metropolitan area, rather than trying to be all things to everyone.

In 2007, ACI had ambitious plans to begin publishing additional targeted, lifestyle magazines. Hanover Lifestyle premiered during the first half of 2007, followed by River City Richmond later that year.

Davis says that what truly makes his publications different is the distribution method. “What makes our direct mail pieces different is that,” he says. “We choose our readers.” Prior to the fall of 2005, the magazines were strictly available at pick-up racks strategically located throughout their respective areas. Since that time, however, more than 20,000 of each issue (25,000 total distribution per issue) have been directly mailed to area homeowners who meet specific demographic criteria.

Davis says the change in distribution has resulted in significantly improved results for the advertisers. “Many of our clients have told us, that nothing works for them like [our magazines].”

Davis also feels the magazines are designed to fit the lifestyle of today’s busy homeowners. “The articles are short…the magazine is an easy read," he says. "The response has been nothing but positive.”

One of the more popular features of ACI-produced magazines, is the extensive dining and entertainment guide, FLAVOR – A Taste of the Good Life.

Besides publishing direct response pieces and the lifestyle magazines, ACI also has another division which specializes in producing membership guides for area Chambers of Commerce and other associations. “We can produce high-quality, full-color directories,” Davis says, “at absolutely no cost to the association or chamber.”

Reflecting back on the humble beginnings of ACI, Davis recalls the days when he would do all the advertising sales during the day, and Cheryl would work late into the evening laying out the graphics for the publications. In those early days, the couple’s two children, wanted to help Mom and Dad in their endeavors. And, today, both Davis children, Alaina and Jared, have positions in the company.

Advertising Concepts has earned a reputation, Davis says, for “under-promising and over-delivering. When our clients think A – C – I, we want them to think, ‘Attitude, Creativity, and Integrity'”.