MEDIA: NatMags Revamps Flagship Home Title

Marketing, October 2, 2003 | Go to article overview

MEDIA: NatMags Revamps Flagship Home Title


The National Magazine Company is relaunching flagship home interest title House Beautiful, with a fresh look and editorial focus, to halt the drastic sales slide of the past couple of years.

The redesign marks the start of a five-year plan to restore the brand's values. Sales of House Beautiful have slumped to less than half the 344,000 figure it achieved at its peak a decade ago.

The last ABC, for the first half of 2003, showed sales at 170,200, a decline of 10.2% on the previous year.

Although it remains the second-biggest selling magazine in the homes sector, it now trails IPC's market leading Ideal Home by more than 100,000 copies.

The revamped look will be unveiled with the November issue, on sale from today (Thursday). Elements of the redesign include a bigger format, aimed at getting greater awareness on the newsstand, glossier and heavier paper, and a contemporary logo.

Content is to be boosted by an additional 20 editorial pages. …

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