Hearst Reveals a New VERANDA That Celebrates 35 Years in Print

quotI am thrilled for the opportunity to make the most of what we do best lush visual storytelling backed by substance with this larger formatquot announced Steele Marcoux VERANDA39s Editor in ChiefWhy the revamp quotIt39s all about delivering more value to our consumers who prefer printquot Marcoux said quotOur aim was to make the magazine an overall more luxurious and immersive experience for our readers with a product aimed to endurequotIn order to make the magazine more immersive the new version is half an inch wider with at least 40 more pages in each issue The layout now includes more fullbleed images and spreadsWith this move VERANDA is embracing the world of luxury print making the magazine more like a cherished coffeetable book and encouraging readers to spend more quality time with each issue quotOur loyal audience provided clear feedback that they wanted to see more particularly when it came to us incorporating larger imageryquot Marcoux noted quotOur goal was to deliver our readers more of what they actually loved so much a mix of immersive visuals backed by substancequotThe editorial team worked hard to choose themes and ideas that bring VERANDA39s unique brand point of view to life quotThe spaces and places we feature are warm inviting and full of personalityquot he addedPart of the inspiration for the pivot was the pandemic As Marcoux explained quotIt made everyone value 39home39 in a new wayquot That and a plan to deliver more tactile experiences and time away from screens formed the redesign action planquotOne of the things I love most about VERANDA is how consistent it has been over the last 35 yearsquot Marcoux said quotTechnology has evolved of course and that39s reflected in our photography But the types of home environments have remained steady We39ve always sought to feature the very best We39ve never limited ourselves to a certain style And we39ve always valued bold personalityfilled design above all elsequotThe recovery from the pandemic has fueled a great resurgence in the luxury market with growth in that wellestablished ad category The payoff among advertisers has been immediate said David Hamilton Vice President of Sales of the Hearst Design Collection which includes ELLE DECOR House Beautiful and VERANDA quotThe reaction has been overwhelmingly positive and the only surprise is how quickly we39ve seen some advertisers jump in with more secondhalf activityquot he explained quotAs the saying goes there39s always money for a good ideaquotThe benefits to advertisers were carefully considered quotWe have restored an ideal adtoedit ratio so the book has a good balance of editorial content and marketing messages that readers lovequot Hamilton said quotAdvertisers like readers want strong magazines We got a comment from a very longterm advertiser who wanted to see more lush images of beautiful homes and we really took it to heart We love storytelling but we need space for both the visuals and the text And of course advertisers keep an eye on editorial credits and larger images draw more positive commentsquotFor Hamilton the best advertiser feedback came from a client who had taken a hiatus quotWe presented the plans for the redesign and her reaction was effusivequot he noted quotShe had assumed that our big news would be something digital and she was thrilled to learn that we were bringing change to print Innovation doesn39t have to mean digital and print still defines luxuryquotThe target consumer and categories covered remain constant he further explained quotThe core advertising business for VERANDA comes from a broad swath of the home furnishings market What they have in common is the affluence of the enduserquotVERANDA has traditionally delivered lifestyle coverage that focused on design style and gracious living in general and encompassed categories like jewelry and watches as well as travel quotWe know from reader feedback as well as product sales the audience responds to these stories so we wanted to give even more space to these topics without compromising the beautiful home and decorating content that is VERANDA39s calling cardquot Hamilton said quotOf course the redesign required a great deal of strategizing on the business side but it was really undertaken with the reader in mindquotThe move by VERANDA could become a motivator for other Hearst publications quotHearst is a printproud company that is always looking for ways to serve the reader and advertiserquot he concluded quotThe company will continue to lead the way into the future of media on every platform whether print digital video or whatever comes next and VERANDA is a case study in this constant missionquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Hearst Reveals a New VERANDA That Celebrates 35 Years in Print

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Charlene Weisler

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