After two test issues, Hearst Magazines has given the go-ahead to HGTV Magazine, so is “once again bucking trends by launching a print magazine in a weak market.” Hearst and Scripps Networks will put out four more issues in 2012, and are ramping up advertising efforts.
This is familiar ground for both Hearst and Scripps. HGTV Magazine launches off the platform of a Scripps cable network, Home and Garden Television, which launched in 1994. Scripps and Hearst also put out Food Network Magazine, which Adweek calls “one of the most successful consumer magazines in recent history.” Hearst announced in January that Food Network Magazine increased its ratebase (its seventh since launching) by 50,000, and up to 1.45 million.
Hearst signed on Sara Peterson, former editor of Coastal Living as editor-in-chief. Peterson told Curbed in September that the magazine would less “out of reach” than, for example, Better Homes and Gardens or Martha Stewart Living. “That’s a big goal for us here…it’s aspiring but it’s attainable…’I could do this, ‘I could live like this. I relate to this magazine and I kind of see myself on page 15.’” Adweek expects Hearst to hire Dan Fuchs as publisher; Fuchs is currently associate publisher at O, the Oprah Magazine, another Hearst title.
As yet, Scripps has not released demographics for HGTV Magazine, or a media kit. Presumably the magazine is targeted to the same demographic as the HGTV.com web property, which Scripps describes as:
- 69% Female
- 57% Adults 25-54
- 36% College Grad/Post Grad
- 35% 2+ children in home
- 76% own residence
- Median Age:49
- Median HH Income: $67,827