Hearst has given the green light to HGTV Magazine, once again bucking trends by launching a print magazine in a weak market.
The publisher and partner Scripps Networks are planning four more issues of the network-based magazine this year after a test of two issues and have started knocking on advertisers' doors.
“We have had very encouraging results on the two test issues and will continue our test rollout with four more issues in 2012,” emailed Michael Clinton, marketing president and publishing director at Hearst. “HGTV Magazine has received a great response so far from both consumers and the advertising community, and we
The magazine’s filling out its masthead, too. Dan Fuchs is expected to serve as publisher; he’s currently associate publisher at a key Hearst title, O, the Oprah Magazine. HGTV Magazine already had an editor in place, Sara Peterson.
Hearst already has a solid playbook for this kind of TV program-based magazine in Food Network Magazine. Food Network is one of the most successful consumer magazines in recent history, more than tripling its circulation to 1.4 million since it launched in 2009.
With HGTV Magazine, Hearst seems to be moving even more aggressively. While Food Network launched with a rate base promise of 300,000, HGTV will start with a guarantee of 450,000.
Unlike Food Network Magazine, which rode the network's star power to soaring heights, HGTV Magazine is more about decorating than personalities.
http://www.adweek.com/news/food-network/hearst-gives-green-light-hgtv-magazine-138822
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