Hyper-Local Hits: Advertising in Santa Monica and Beyond

Beverly Hills print ads have long set the gold standard for luxury advertising in Southern California — and they remain one of the most effective ways to reach an affluent, engaged local audience.

Here's a quick look at the most notable Beverly Hills print advertising vehicles and formats:

Beverly Hills has always been more than a zip code — it's a brand. From a 1907 Cadillac postcard to AI-generated imagery in modern luxury campaigns, print advertising here has consistently leaned into glamour, exclusivity, and cultural cachet.

What makes this market unique is the range. A small satirical ad in a niche publication can revive a world-famous restaurant. A quarterly city brochure can put a local business in front of thousands of the most discerning consumers in Los Angeles. And a vintage magazine ad can become a collectible artifact decades later.

Whether you're a food business, a lifestyle brand, or a community organization, understanding how Beverly Hills print advertising has worked — and still works — can sharpen your own local strategy.

Automotive advertising has always been the backbone of the Southern California dream. In the early 20th century, long before digital billboards, the "postcard ad" was a primary vehicle for reaching the Los Angeles County elite. One of the earliest examples is the 1907 Cadillac postcard, which used the burgeoning reputation of Beverly Hills to sell the idea of reliability and status.

By the mid-century, the strategy shifted from simple postcards to full-page magazine spreads that married machine and location. Perhaps no image is more enduring than the 1957 Pink Cadillac Ad featuring the Beverly Hills Hotel. Measuring approximately 10¼ x 13½ inches, these original magazine ads were more than just sales pitches; they were lifestyle manifestos.

The tagline, "A single glance tells the story," perfectly captured the essence of the era. By placing a fabulous pink Cadillac in front of the iconic hotel entrance, the brand didn't need to explain the car's features—the setting did the heavy lifting. This era of beverly hills print ads established a visual vocabulary of mid-century glamour that remains a reference point for designers and photographers today.

The history of the Beverly Hills Hotel is inseparable from the history of local print media. However, even the most legendary institutions sometimes need a creative spark to stay relevant. After a major remodeling period, the hotel found its rooms full, but the world-famous Polo Lounge was struggling to recapture the local "industry" crowd.

The solution came in the form of a brilliant print ad campaign that relied on tongue-in-cheek humor rather than standard luxury tropes. These small, satirical ads poked fun at the "Hollywood notable" crowd, using wit to re-establish the lounge as the place to be seen. The results were staggering: the campaign led to a 45% increase in business within the first four months compared to the previous year.

This strategy extended to niche markets as well. To promote the hotel’s kosher kitchen, the same humorous, satirical tone was applied to ads placed in local community-focused publications. By maintaining a consistent, clever voice across different media, the hotel proved that luxury doesn't always have to be stuffy—sometimes, a bit of satire is the best way to invite the community back in.

In 1989, the film Troop Beverly Hills turned the local lifestyle into a global cultural phenomenon. Starring Shelley Long as the indomitable Phyllis Nefler, the movie was a love letter to the fashion and excess of the 90021 zip code. Even 30 years later, the "Wilderness Woman" aesthetic continues to influence print media and fashion trends.

The film's impact on beverly hills print ads is rooted in its highly specific visual language. We see this reflected in the collectible print ads of the 1990s, such as those for The Province of Beverly Hills. A 1995 jewelry ad from this brand, featuring diamonds and high-end craftsmanship, mirrors the "more is more" philosophy of the era. These ads, often removed from original magazines and sold as artifacts, showcase the 8" x 11" format that dominated the decade’s luxury marketing.

What makes a print ad feel "Beverly Hills"? According to style polls and historical analysis, several key themes dominate:

While we love the nostalgia of the 50s and 90s, Beverly Hills remains a hub for innovation. Modern brands are now blending celebrity influence with cutting-edge technology. A prime example is BMW’s recent approach to luxury representation.

In a groundbreaking move, BMW utilized the DALLE-2 AI software to craft a print advertisement. This campaign didn't just look to the future through its tech; it also broke ground in representation. By choosing actress Ayelet Zurer as the public "face" of the brand, they became a pioneer in using a female representative for a luxury car brand in that specific market.

This move toward AI-generated imagery allows brands to maintain the high-gloss "perfection" associated with Beverly Hills while embracing sustainability and technological forward-thinking. It’s a far cry from the hand-written postcards of 1907, yet it aims for the same goal: capturing the imagination of the world's most affluent consumers.

The power of hyper-local advertising lies in connecting businesses directly with their community. Consider the approach of establishments like Maude Restaurant, led by Chef Curtis Stone. Maude emphasizes "Family Values" and an intimate dining experience, often relying on a unique phone-based reservation system that feels purposefully "analog" in a digital world.

This dedication to personal connection is a form of branding in itself. When a restaurant like Maude offers a monthly hero-ingredient tasting menu (at least nine courses!), it builds a narrative that is best shared through high-quality print journalism and profile pieces. This type of storytelling—the kind we specialize in at Edible L.A.—reaches the audience that values the craft behind the plate.

For local businesses looking to make their mark today, there are several highly effective print vehicles:

The distinctiveness lies in the "Beverly Hills Shield" of quality. These ads typically emphasize extreme luxury, Hollywood-inspired glamour, and a specific sense of place. Whether it's the satirical humor of the Polo Lounge or the pastel-heavy fashion spreads inspired by Troop Beverly Hills, the visual style is always aspirational and high-contrast.

It has moved from a "functional" phase (1907 postcards) to a "lifestyle" phase (1950s Cadillac spreads) to a "pop culture" phase (1980s/90s film tie-ins). Today, it is in an "innovative" phase, where AI-generated imagery and sustainability-focused messaging are used to maintain the city's status as a global leader in luxury.

Effective local print vehicles are those that offer targeted reach and an engaged, niche readership. The Community Services Brochure is excellent for direct-to-home reach, while specialized magazines like Edible L.A. are superior for brands that want to tell a deeper story about their craft, ingredients, and community roots.

At Edible L.A., we believe that the story of a neighborhood is best told through its food and its culture. Beverly Hills print ads are a vital part of that tapestry, reflecting over a century of ambition and style. From the sun-drenched patios of the Polo Lounge to the innovative kitchens of Santa Monica and the bustling streets of Hollywood, print media remains the most tactile and enduring way to connect with the Southern California lifestyle.

Whether you are looking for a vintage 1957 Cadillac ad for inspiration or planning your next community-focused campaign, in Beverly Hills, the medium is just as important as the message. Explore the stories that define our city and discover how you can become a part of the local legacy at Edible L.A.