Women’s interest publisher Meredith Corp. is again defying conventional wisdom about the decline of print with the launch of a new lifestyle magazine focused on the rustic style and sensibility of Joanna and Chip Gaines. The married couple founded the Magnolia Market in Waco and built it into a national brand with their popular home renovation and design show “Fixer Upper” on HGTV.
While the title is yet to be decided, the new quarterly magazine created by Meredith, in partnership with the affable Texans, is set to launch in October 2016 with an initial circulation of 400,000 copies and a cover price of $7.99.
The first issue for fall will be devoted to “Hospitality,” with each subsequent issue focusing on a similar overarching theme.
The magazine will cover topics including entertaining, holidays, seasonal celebrations, gardening and outdoor activities, with a focus on family, food and healthy lifestyles.
Regular features will include “Reflections from Jo,” a closing column from Chip, a front of book section called “Time Well Spent” with season products and recipes, among other relevant topics, and “Generational Wisdom,” a photo essay showing different takes on the same subject.
Meredith National Media group president Tom Harty noted that the Gaines “have a broad appeal to women across generations, including Millennials and Baby Boomers alike.”This isn’t Meredith’s first foray into lifestyle publications crafted around the sensibility of a particular individual or couple.
Last year. it launched a new print title called Beekman 1802 Almanac, which takes its name and editorial direction from “Beekman 1802,” a goat farm, store and e-commerce company made famous by “The Fabulous Beekman Boys” television series on The Cooking Channel.
The show follows the epicurean doings and goat husbandry of owners Josh Kilmer-Purcell and Brent Ridge. The duo also have a book series and product lines carrying the Beekman brand. The magazine launched with a cover price of $9.99 and a circulation of 200,000.