Time Inc. is planning a major editorial redesign of Southern Living magazine, its biggest remaining shelter publication. The 2.8 million-circ title is trying to grow its younger readership with
a slew of new features aimed at busy, health-conscious women.
The revamp is the second such effort in the magazine's 43 years. The last push, in 2008 under former editor, John Floyd, put a greater emphasis on health and beauty. Since then, the female reader median age declined to 50.5 from 52 in 2007, per Mediamark. Editor Eleanor Griffin wants to get that age down into the mid-40s.
The redesign dovetails with a sales partnership with broadcaster and publisher Media General. Southern Living is airing a branded segment in Media General's syndicated lifestyle show, "Daytime TV," into which it's selling product placements. EBay, Domino Sugar, Coldwater Creek, Bertolli and Breyer's are among the advertisers that are participating.