"HGTV Magazine" Celebrates Achievable Style as its 10th Birthday Approaches

quotWe are really good at adapting to real life and what39s happening in real people39s homesquot explained Sara Peterson the magazine39s editorinchief who has been at the helm since the very first issue quotKeeping a pulse on that is what makes us special and makes it a little easier to adapt to any landscape change whether in the industry or in the worldquotSince its launch in 2011 HGTV Magazine has focused on modern style that readers can recreate The magazine is playful and whimsical with bright colors and bold fonts The articles feature real homeowners and chronicle their decorating and renovation journeys Even the editors share details on their own renovations and decorating Peterson39s back deck remodel was the subject of a JulyAugust 2021 feature She also chronicled her kitchen remodel in the magazine and through a series of Instagram postsquotAs a staff we talk about when our basements flooded or how we painted somethingquot she said quotWe relate to what our readers are going throughquotAt a time when quothomequot has never been more important HGTV Magazine is wellpositioned to grow its market share Americans are spending more time at home than ever and millions are still working from there Homeowners are upgrading their indoor and outdoor spaces and are willing to shell out for products and services When they need ideas or practical information including where to buy items HGTV Magazine is there with tips and suggestionsquotWe39ve always loved to help people make tweaks changes and fun little updates to their homes and that came in especially handy in the last yearquot Peterson saidWhile some design magazines showcase luxury villas and wildly expensive damp233cor HGTV Magazine features homes you might find down the street Editors keep an eye on current trends like home offices or backyard projects and offer practical solutions including minimakeovers on a budget Readers enjoyamp160the quotThe HighLow Listquot with expensive items paired alongside affordable alternatives as well as the quotHow Bad Is Itquot column in which editors interview home and lifestyle experts including the HGTV talent to answer burning questions about home cleaning and cooking Real ideas for real peopleThat approachability is key to HGTV Magazine39s success said Vicki Wellington Senior Vice President and Publishing Director for HGTV Magazine Food Network Magazine and several other Hearst titlesamp160quotThe magazine is so beautiful and so current and modern and shoppable it is inspiringquot she said quotThere are so many beautiful magazines out there but not many live in the world where you can afford the things and really do thingsquotFresh research backs up Wellington39s claims In a survey with MarketCast 87 of HGTV Magazine readers said they loved that the magazine features real people and their stories while 84 said the magazine offers actionable ideas at reasonable pricesAs it approaches its 10th birthday HGTV Magazine is a rare success in a challenged print magazine industry In recent years many magazines have seen circulation and ad pages dwindle and a number have folded In contrast HGTV Magazine is growing both its readership and its advertising revenueWhile details about the October issue are still under wraps Wellington said advertiser demand is redhot with sales up 38 over the October 2020 issue The birthday edition will feature several special advertising units including an accordionstyle highimpact cover unit quotThis issue is going to be an absolutely spectacular experience for everybodyquot Wellington saidOne of HGTV Magazine39s strengths is its innovative advertising features The magazine specializes in custombranded content that complements the editorial pagesWhen done right Peterson said these brandedcontent experiences create a fun and informative experience for readers and it helps a brand stand out For example when Peterson39s team partnered with Behr Paint the HGTV Magazine marketing team found a way to include Behr peelandstick color samples from Behr39s latest color palette in the magazine alongside Behr brand ads The samples let readers test the colors out on their own walls Other campaigns have featured fourpage horizontal photos popups and even windows like on an Advent calendarquotIt39s like a fun creative puzzlequot she explained quotHow can we take a brand39s message and integrate it so it looks and feels like the magazine content Everything is driven by the reader experience With these units and the pages it39s got to be fun and on brand if it39s in the magazine at allquot she addedThis editorial approach is working well According to the MarketCast research 82 of HGTV Magazine39s readers purchased a homeimprovement product after reading the magazine including upgrading their outdoor space purchasing paint buying home damp233coramp160or shopping for organizational productsHGTV Magazine boasts another secret weapon The HGTV television network As one of TV39s toprated cable networks HGTV is a powerful editorial and ad sales partner The network often features magazine content on its website and social media driving awareness for the magazine Wellington said advertisers are attracted to packages that bundle the TV digital and print productsquotWho else has a kind of reach with millions and millions of people that39s perfect for everyone in the family and that39s happy and positivequot Wellington askedAs the 10th birthday approaches HGTV Magazine is drawing up plans for its next decade intent on ensuring that great design remains in demandquotI was looking at a living room from 2003 and I would still buy that sofaquot Peterson said quotI hope we can keep sharing great style from then now and 10 years from nowquotClick 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 MediaVillagecomMyersBizNetamp160

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"HGTV Magazine" Celebrates Achievable Style as its 10th Birthday Approaches

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Alli Romano

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