Hearst Launches 'HGTV Magazine'

HGTV-magazine

Several years after the launch of Food Network Magazine, Hearst Corp. is trying to replicate its success bringing TV brands to print with a new title targeting fans of Scripps Networks' HGTV (formerly Home and Garden TV), which specializes in all manner of real estate-related programming.

The first test issue of HGTV Magazine will hit newsstands on Oct. 4, with a preliminary rate base of 350,000 and a cover price of $3.99. A second test issue, planned for February-March, is scheduled to go on sale Jan. 17, 2012.

The magazine, targeting "homeowners, real-estate lovers, renovation aficionados," will focus on decorating, makeovers, and practical household advice -- all in the channel's accessible, conversational style.

Sections include "Help Wanted," "Fun Decorating, "Kitchen Chronicles," "Mission Makeover," "Real Estate Spy" and "Weekending."

Like its older sibling Food Network Magazine, HGTV Magazine will leverage the popularity of HGTV personalities, by regularly featuring personalities such as David Bromstad, Genevieve Gorder, Vern Yip and Sarah Richardson.

HGTV Magazine is edited by Sara Peterson, formerly of Coastal Living, while Hearst Home Group Executive Director Jeanne Noonan Eckholdt is serving as acting publisher for the test issues.

The new title is being promoted online, with social media components including Twitter chats, as well as on HGTV, which ran a one-hour special about the making of the magazine Sept. 24.

Food Network Magazine is a worthy role model to emulate, enjoying big increases in paid circulation over the last few years. Total paid circulation increased 23% from 1,196,835 in the six-month period ending December 2009 to 1,472,607 in the six-month period ending June 2011, according to the Audit Bureau of Circulations.

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