Magazine article Folio: the Magazine for Magazine Management

Nineties 'Nesters' Boost the How-To Shelter Titles

Magazine article Folio: the Magazine for Magazine Management

Nineties 'Nesters' Boost the How-To Shelter Titles

Article excerpt

Trend watchers predicted the nineties would be the decade of nesters - young couples staying at home and starting families. Luckily for Hachette Magazines, which purchased Home from Knapp Communications in April 1991, that prognostication seems to be coming true. After two years of declining advertising numbers, the magazine appears to have reversed the trend, while for some competitors, especially the high-end, fantasy shelter books like Architectural Digest and Metropolitan Home, the boomers are turning into busters.

Home, positioned within the shelter category as a remodeling/redecorating title, saw 1992 ad pages through June hit 321, according to Publishers Information Bureau, an increase of 9.4 percent compared to the first six months of 1991. But ad revenues for the same period show an 11.4 percent decline, to $8.3 million, because of different methods in accounting and reporting between Knapp and Hachette, says Home and Elle Decor publisher John Miller III. Last year and in 1990 under Los Angeles-based Knapp, Home was generally down in ad pages and revenue.

Home's recent success comes from "a combination of things," Miller says. Gale Steves remains editor since the Knapp days, but the magazine's design has been fine-tuned, mostly through the typefaces. Also, "some people's attitudes have changed," he adds. "The eighties were about conspicuous consumption; the nineties are more home-oriented. That benefits Home. We give people ideas they can use," Miller says.

Another boost, Miller notes, has come from the ability to sell Home in conjunction with Elle Decor and Woman's Day. …

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