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HGTV Magazine Greenlit; Will Officially Launch in May

Just as dust from word of Domino's rebirth and New York magazine's standalone design title has begun to settle, Hearst brings more good shelter industry news: after a two-issue test launch that debuted in September, HGTV Magazine is earning a spot on the publishing company's permanent lineup. Within two months of the brand's short lifespan, 200K of 350K newsstand copies had sold and it had acquired 215K subscribers; that subscriber base has since grown to 450K, "making it one of the largest consumer magazine launches of the past decade," according to the release. Hearst has plans to kick off HGTV Magazine's official run in mid-May with the June/July issue and release three others by the end of the year. Amid a flurry of personnel additions, Sara Peterson will stay on as editor in chief; read the full announcement below.


Magazine Announces Advertising/Marketing Hires

NEW YORK, March 19, 2012 – Hearst Magazines and HGTV, partners in HGTV Magazine, today announced that the new home lifestyle publication will officially launch with a June/July issue, available on newsstands in mid-May, followed by three more issues in 2012. Dan Fuchs, associate publisher of O, The Oprah Magazine since 2004, has been named publisher and chief revenue officer of HGTV Magazine. Fuchs, who has been serving in his new role in an unofficial capacity for the past several weeks, reports to Michael A. Clinton, president, marketing and publishing director, Hearst Magazines.

The premiere test issue of HGTV Magazine hit newsstands nationwide on October 4, 2011, and a second, the February/March issue, went on sale January 17, 2012. Starting with the June/July issue, the magazine’s rate base will be 450,000, making it one of the largest consumer magazine launches of the past decade.

Sara Peterson, HGTV Magazine’s editor-in-chief, said, “We wanted to strike a chord with Americans looking for a fun, approachable magazine about how they live their lives at home and we’re thrilled to have gotten the reaction we did with our debut test issue. We’re excited to plan for more engaging, smile-inducing content in 2012.”

"It's fantastic to see how Sara and her team have brought the DNA of HGTV to life in print,” said David Carey, president, Hearst Magazines. “This magazine is well synched with the mindset and aspirations of readers today, and we're very pleased that HGTV Magazine will become the newest title in Hearst's U.S. print portfolio of 20 brands. It has exceeded our expectations from day one.”

“We knew our partnership with Hearst Magazines would create an excellent opportunity to extend the HGTV brand onto a new platform, while allowing us to further engage with our passionate audience,” said Burton Jablin, president, Scripps Networks Home Category. “HGTV Magazine’s move to regular frequency speaks to the power of the HGTV brand with consumers and advertisers and to the talents of the Hearst team who so successfully translated it into a dynamic and exciting print publication.”

Under Fuchs’ leadership, HGTV Magazine has beefed up its advertising and marketing team to promote the new publication in the market and drive advertising pages into the launch issue. So far, the magazine is attracting advertisers across categories including home decorating, building supplies, retail, food, financial services and consumer packaged goods for the June/July debut and the rest of the year.

Prior to O, The Oprah Magazine, Fuchs was the associate publisher of Lifetime magazine. He joined Hearst in 2003 after 10 years at Condé Nast Publications, where he held various sales and management positions at Bon Appétit and SELF in both the San Francisco and New York offices. He started his career in the media planning department at J. Walter Thompson, New York.

Clinton said, “With Dan’s experience in the lifestyle space and at magazines that grew out of television brands, he is the right person to launch HGTV Magazine into the advertising marketplace.”

Other new hires at HGTV Magazine include:

Kate English Mankoff, Executive Director, Integrated Marketing
After starting her career at Interview Magazine, Mankoff joined Hearst Magazines in 2004 in the corporate sales and marketing division. She most recently served at marketing director at Hearst Integrated Media where she was responsible for the creation and implementation of custom marketing programs for some of Hearst’s largest accounts including eBay, Procter and Gamble and Unilever. She will oversee the marketing department of HGTV Magazine and work closely with our joint venture partners in the development and execution of convergent deals.

Carrie Cullen, Advertising Director
For the past two years, Cullen has served as the sales development director at Food Network Magazine, where she oversaw category and new business development and sold numerous integrated programs with Hearst’s joint venture partner, Scripps. She has extensive management experience as well, having served as the advertising director at both Glamour and Gourmet magazines.

Katie Brown, Account Director
Brown joins the magazine after five years at Time Inc. in various sales positions, most recently at Entertainment Weekly, where she broke numerous non-endemic accounts and sold high-impact integrated marketing programs.

Jackie Seligman, Account Director
A 20-year veteran of Universal McCann, Seligman was the SVP, director of strategic print services specializing in strategic print development and negotiations for clients such as L’Oréal USA. Prior to that Jackie was a group media director leading media strategy and overall plan development on numerous accounts including beauty, financial, luxury, packaged goods and retail accounts. Prior to joining the sales staff of HGTV Magazine she worked as a consultant in the Hearst Integrated Media group on advertising sales strategy and research.

Debra Smith, Midwest Advertising Director
Smith spent the last 12 years running the Chicago office for O, The Oprah Magazine. One of O’s first employees, Smith built the business in that region to record-breaking levels and established herself as one of the territory’s most prominent and respected sales executives.

Jamie Strellner, Account Manager
A rising star at Hearst, Strellner went from sales assistant at O, The Oprah Magazine to one of the leading revenue generators in Hearst’s Direct Response department (representing Country Living and Good Housekeeping). After a year of significant advertising page and revenue gains, she joins the launch team of HGTV Magazine.

· All HGTV Magazine coverage [Curbed National]