Magazine article Marketing

Home Is Where the Readers Are

Magazine article Marketing

Home Is Where the Readers Are

Article excerpt

Home-interest titles are flourishing as the housing market undergoes a revival, and other media have picked up the vibes.

British home owners appear to have recovered from the havoc wreaked by the recession. The housing market is on the upturn and there is a corresponding surge of interest in home magazines.

The latest figures from the Audit Bureau of Circulations show there are two distinct trends within the home-interest market.

On the one hand, titles such as The National Magazine Company's House Beautiful demonstrate the growing mass-market appeal of home-interest titles. This will be reinforced if a rumoured launch from H Bauer goes through.

On the other, BBC Homes & Antiques, E map's Period Living, GE Magazines' Inspirations and the independently-published Wallpaper indicate an increasing segmentation among up-market titles.

Home, sweet home

The title which broke the mould in the mass-market sector was House Beautiful which sells 332,115 copies a month at a price of [pounds]1.70. According to the editor, Caroline Atkins: "It was the first title that recognised the potential of ordinary home owners. Previously, magazines assumed either a lot of flair or a lot of money. We demystify the process by giving a lot of information in an accessible format."

Atkins believes that prior to the launch of House Beautiful in 1989 "most people weren't reading home-interest magazines because style was associated with money".

"Home furnishing has broken free of the rules. People are spending more time at home and we are there to provide reassurance and advice." She believes there is room for further growth.

Another healthy sign for the sector is Gruner & Jahr-owned Prima's decision to launch a one-off home-interest title, Your Home, on March 10 with a run of 300,000.

Prima editor Lindsay Nicholson says: "Readers were talking about their homes more and we felt home-interest magazines were unconnected to their interests. We believe we have an effective way of communicating with them."

Your Home will be 132 pages and cost [pounds]1.60. It follows previous Prima specials on babies and Christmas traditions. No decision has been made, says Nicholson, as to whether the specials should be stand-alone titles or continue as Prima sub-brands. …

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