When Hearst bought Hachette, thus acquiring Elle Decor, the glittery-towered publishing empire effectively asserted its control over the consumer shelter magazine industry. But now news comes that expands that domination by leaps and bounds; Hearst and HGTV have teamed on HGTV Magazine, new lifestyle pub. that will debut in fall. They've tapped former Coastal Living editor Sara Peterson as editor in chief; the first test issue hits nationwide newsstands in October, with a second one coming out in January. According to the release, "content will include real estate, decorating, home renovation, gardening, entertaining and food," pulling in "themes covered in HGTV’s popular programming, as well as lifestyle content that goes beyond what’s featured on the network." We have all sorts of burning questions: We're assuming its target reader isn't, say, Veranda's, so will HGTV Magazine's readership demographics mirror those of Hearst's wildly successful Food Network Magazine? How the new magazine will be staffed, on both the print and digital sides? What will its website will look like? Will there will be an iPad app involved? Stay tuned as we gather more intel.
HEARST MAGAZINES AND HGTV COLLABORATE ON
NEW LIFESTYLE MAGAZINE CONCEPT
First Test Issue to Hit Newsstands in Fall 2011
NEW YORK, April 7, 2011 – Hearst Magazines, one of the world’s largest publishers of women’s magazines, and HGTV, America's leader in home and lifestyle programming, today announced that they are partnering to test a new magazine in the market starting in fall 2011. Entitled HGTV Magazine, the publication will explore the themes covered in HGTV’s popular programming, as well as lifestyle content that goes beyond what’s featured on the network.
Sara Peterson, formerly editor of Coastal Living, is HGTV Magazine’s editor-in-chief. The first two test issues will feature HGTV talent throughout its pages, offering readers personal tips, tricks and expertise, as well as a behind-the-scenes look at their shows. Content will include real estate, decorating, home renovation, gardening, entertaining and food.
The debut test issue will hit newsstands nationwide in October, followed by a second test issue in January 2012. Hearst and HGTV will use the test period to gauge consumers’ interest in the concept ahead of a possible full-scale launch in 2012.
"We’re pleased to be testing this new magazine in the market, once again partnering with Scripps Networks. Our first joint venture, Food Network Magazine, is currently the #1 selling food magazine on newsstands,” said David Carey, president, Hearst Magazines. “Hearst is known for its successful partnerships and HGTV’s enormous fan base and rich lifestyle content dovetails well with our expertise at delivering entertaining and compelling content."
“We’re encouraged by the enormously positive response Hearst and our parent company, Scripps Networks, have received with Food Network Magazine," said Jim Samples, president, HGTV. "We expect that HGTV's collaboration with Hearst in the form of a lifestyle publication will resonate with our millions of viewers, as well as with new consumers who are passionate about their homes and the lives they live in them."
· It's Official: Hearst Buys Elle Decor [Curbed National]