House Beautiful and HSN (formerly the Home Shopping Network) are collaborating to create a House Beautiful-branded marketplace for home furnishings, including online and mobile e-commerce platforms, and TV promotions, with the airing of “The ‘House Beautiful’ Marketplace” during HSN’s “Spring Home Design Event,” April 17-19.
The magazine-branded marketplace on HSN’s Web site offers a range of furniture, lighting, rugs, wall art and accessories, all of which presumably received the magazine’s aesthetic blessing.
A narrower range of items will be hand selected and showcased by House Beautiful editors in the “House Beautiful Picks,” a monthly feature appearing on the same Web site. HSN will gain access to House Beautiful content for all its platforms, including online and mobile. There will also be custom content created for HSN by House Beautiful Editor in Chief Newell Turner and Senior Editor Orli Ben-Dor.
The HSN TV promotion will include an appearance by Turner, discussing trends in home design and directing viewers to the House Beautiful marketplace.
Feeling declines in ad revenue earlier than the rest of the magazine business, a number of domestic and shelter magazine publishers have looked for new revenue streams in retail and sales partnerships. Since 2008 Meredith Corp. has licensed Better Homes and Gardens to Realogy Corporation to sell houses as Better Homes and Gardens Real Estate.
In 2010, Elle Décor struck a deal for a branded product line in Kohl’s, and earlier this year Martha Stewart Living Omnimedia signed a licensing deal with JCPenney providing for MSLO mini-shops in JCPenney locations.