Sunday, September 25, 2011
Last night, HGTV aired a one hour special on the making of the magazine (set to re-air several times - check your local HGTV listings) and provided a glimpse into the pages of the premiere issue which looks to be chocked full of helpful hints and tips for the home and garden.
Is this a good time to launch a new shelter magazine given the soft advertising market? HGTV and the publishing powerhouse Hearst Corporation are hopeful that is IS the right time.
Hearst, in cooperation with Scripps Networks (who owns HGTV, Food Network, Cooking Channel, Travel Channel, and GAC) launched the Food Network Magazine a couple of years ago with a recipe for success: integrating the popular hosts of the Food Network shows into the magazine. That recipe pushed Food Network Magazine to the top - as the best selling magazine in the food category. Hearst and Scripps are banking on the same recipe working for HGTV.
In the last year, HGTV has launched several new product lines centered around the home and garden brand; Now, you can find paint with Sherwin Williams, flooring with Shaw, bedding available at Bed Bath and Beyond, and in early 2012, home lighting. In another recent announcement, HGTV entered into a strategic partnership with Bassett for a full line of HGTV-Home Furniture.
You can bet, as the expanded HGTV lines are introduced, on air talent will be using the products in their shows (it only makes sense). The buying public loves to recreate images from magazines and television, so it seems as though it's a success no-brainer.
What do you think? Will the HGTV brand expansion be successful? Are you curious about the magazine? Is the public tired of "specialty brand" product lines? I'd love to know what you think... Feel free to leave a comment.