New editor-in-chief of Better Homes and Gardens, Stephen Orr, debuted a redesigned issue for February 2016, featuring modern changes to the content, with the goal of targeting more millennials.

Last July, Stephen Orr took over for Gayle Butler, who retired after serving as editor-in-chief of Better Homes and Gardens since 2006.

“Like a good house, our magazine has been blessed with great ‘bones’ for years,” Orr stated. “We’ve taken the best of BHG’s signature features and made them more appealing and inspiring for our audience.”

The magazine features several new typefaces, updated layouts and section openers and showcases new photography.

For example, Orr’s monthly editor’s letter will now feature smartphone photos shot by himself and other members of the BHG editorial team.

Orr stated that he wanted to highlight Better Homes and Gardens’ nearly 100-year-old heritage by bringing behind-the-scenes resources out into the open. He explained that the redesigned BHG reflects reader demand for a more transparent magazine experience. 

For example, BHG editors will have a stronger presence in the magazine’s content, so readers can get to know the faces behind the brand.

Per Orr, BHG’s flagship resources will also have a bigger presence, including tips from the test kitchens and test garden, called “Test Kitchen Confidential” and “From the Test Garden,” which will appear throughout food and garden features every issue.

Updated content is also aimed at today’s audience of connected readers interested in business and reinvention, with a “millennial mind-set.”

“Readers will find increased coverage of makers and entrepreneurs who have created businesses out of their passions for the home and garden,” Orr stated. For example, Jessica Alba, who owns The Honest Company, a consumer goods company that emphasizes non-toxic household products, graces the cover of the February 2016 issue.

An entrepreneurship “hub” will also be added to the recently relaunched BHG.com.

Senior vice president and group publisher Chris Guilfoyle stated that the new omnichannel experience ”creates tremendous opportunities for marketers and advertisers.”  Guilfoyle expressed confidence that audiences will become “more engaged with BHG’s content across all platforms.”  

Other editorial changes to Better Homes and Gardens includes the food section, now positioned toward the front-of-the-book. New columns like “Cravings,” “How to Cook” and “Fast and Fresh” will focus on indulgent, classic, and healthy recipes, respectively.

A new column called “The Health Nut” will feature BHG’s health and features director Amy Brightfield as she tests out a new health and wellness trend each month.

It’s likely Orr is hoping the changes will stimulate growth for the brand. As Publishers Daily previously reported, though the total cross-platform audience for U.S. consumer magazines increased 4.1% from 1.69 billion in November 2014 to 1.76 billion in November 2015, Better Homes and Gardens was down 10.6% from 53.1 million to 47.5 million.