Just three issues in, Meredith's Magnolia Journal magazine, a quarterly lifestyle magazine produced in collaboration with Joanna and Chip Gaines, the stars of the HGTV show “Fixer Upper,” has 700,000 paid subscribers.
Meredith announced Tuesday it would print over 1 million copies of Magnolia Journal’s third issue, due to hit newsstands, mailboxes and U.S. retailers like Walmart, Target, Barnes & Noble and Whole Foods on May 12.
The magazine’s debut issue launched last October with 400,000 copies and a cover price of $7.99. An annual subscription costs $20.
Meredith stated: “Within a week, major U.S. retailers started to request additional copies, citing sold-out pockets across the country. In February 2017, Meredith published a second issue of The Magnolia Journal with a 750,000 distribution, and increased efforts to generate subscription orders."
Doug Olson, president of Meredith Magazines, stated that the magazine has been a hit particularly with millennials.
The Magnolia Journal is the print extension of the Gaines’ Magnolia brand, which consists of the Magnolia Market store in Waco, Texas, a vacation rental called Magnolia House and Joanna’s Magnolia Home partnerships. (She has developed furniture, paint, textile and wall-covering lines.)
The Magnolia Journal covers entertaining, gardening, outdoor living, family, food and healthy living, with “the modern rustic style that Magnolia is known for,” Meredith Core Media editorial content director Doug Kouma said last fall.
Advertisers for the magazine include Chevy, Samsung, Pier 1, Go RVing and Pure Leaf. Advertisers such as Citizen Watch Company and Simpson Door Company have developed custom brand creative for The Magnolia Journal.