House, homes and interiors and shelter magazines

Homes and interiors is a vibrant sector with a continuous stream of launches, as well as closures. (In the US, the term 'shelter' magazines is used for homes and interiors magazines.) News International tried to shake the sector up with the launch of Inside Out in March 2006, backed by promotion in the Sunday Times and Sunday Times Travel, but this closed in 2007. Most homes titles are classified as women's interest, but News International had tried to attract male readers. In May 2007, IPC launched a homes portal, even though three of its big homes and interiors magazines already had websites. There is some overlap with property magazines and gardening magazines. The ABC classifies homes and interiors magazines as 'Women's interests: home interests'.


 

 

4Homes Back to top

Monthly launched in April 2006 by 10 Media with Channel 4. 'The homes mag that makes cheek chic' is the magazine's maxim. 10 Media already works with TV station on Grand Designs. Contact: Media 10 Limited, National House, High Street, Epping, Essex, CM16 4BD, Tel: 01992 570030
Media 10 profile


   

25 Beautiful Homes

Photography and the stories behind 25 homes each month. Aims to be a sourcebook as well as an entertaining read. Contact: IPC Media , Kings Reach Tower, Stamford Street, London, SE1 9LS Tel: +44 (0) 20 7261 5000
IPC Media profile


   

Beautiful Kitchens Back to top

Kitchens magazine that started with a similar strategy to its 25 Beautiful Homes stablemate, but dropped the '25' from the title. IPC describes the readers as 'affluent, family-focused women who are real home enthusiasts with a strong sense of personal style' who want to change their kitchens. Redesigned for the April 2011 issue with 'more step-by-step advice and styling ideas to help plan the perfect kitchen'. Sales had increased 11.7% year-on-year, giving a circulation of 22,985. 
IPC Media profile


   

BBC Good Homes

Contact: BBC Worldwide , Woodlands, 80 Wood Lane, London W12 0TT. Tel: +44 (0) 208 4332000
BBC Worldwide profile


   

BBC Homes & Antiques To top

Contact: BBC Worldwide , Woodlands, 80 Wood Lane, London W12 0TT. Tel: +44 (0) 208 4332000
BBC Worldwide profile


   

Coast

Quarterly aimed at owners, or would-be owners, of houses near the sea. Contact: The National Magazine Co, National Magazine House, 72 Broadwick Street, London, W1F 9EP. Tel: +44 (0) 20 7439 5000
Natmags profile


   

Country Homes & Interiors

‘Inspires readers to buy, decorate and enjoy their dream country home.’
IPC Media profile


   

Country Life Back to top

Sees itself as the quintessential English magazine. It offers ‘a unique core mix of contemporary country-related editorial and top end property advertising’. Coverage includes architecture, the arts, gardens and gardening, the countryside, field-sports and wildlife.
IPC Media profile


   

Country Living

Contact: The National Magazine Co , National Magazine House, 72 Broadwick Street, London, W1F 9EP. Tel: +44 (0) 20 7439 5000
Natmags profile


   

Elle Decoration Back to top

Contact: Hachette Filipacchi (UK) , 64 North Row, London W1K 7LL
HFUK profile


 

English Home

Contact: Archant Specialist, Jubilee House, 2 Jubilee Place, London SW3 3TQ. Tel: +44 (0) 20 7751 4800
Archant profile


   

Essential Kitchen Bedroom Bathroom

Monthly with a focus on upmarket homes. Launched by Colchester-based Essential in 1995 and taken over by Burda in April 2006. Redesign in 2011 under editor Ronnie Whelan,a former Editor of Hello! Burda sees it as a 'luxurious and extra indulgent magazine, from the paper quality to the quality of photography, which makes EKBB a wonderful bijou for the coffee table'.
Burda profile


   

Essential Kitchen & Bathroom Business

Monthly magazine for kitchen and bathroom retailers, manufacturers, designers and new-build specifiers. Launched by Colchester-based Essential and taken over by Burda in April 2006. .
Burda profile


 

 

Grand Designs Back to top

Monthly launched in 2004 by Media 10 based on the TV series from Channel 4. In each issue, 'The show’s host, Kevin McCloud, takes you to some of his favourite buildings, and every issue features innovative, sustainable (and occasionally wacky) architecture from around the world.' Essex-based Media 10 also works with TV station on Grand Designs.
Media 10 profile


   

Home Style [closed]

Monthly makeover title that trades on competitions and giveaways. Founded by Colchester-based Esssential and taken over by Burda in April 2006. Later closed.
Essential profile


   

Homebase Ideas Back to top

Contract title for Homebase DIY chain.
Publicis Blueprint profile


   

Homes & Gardens

Lays claim to being ‘The world's most beautiful interiors magazine.’
IPC Media profile


   

Homes & Inspirations To top

Launched by Highbury in 2005, but closed later that year as the company folded.
Highbury profile


   

Homes & Interiors Scotland

International Magazines title has won Magazine of the Year award from the Periodical Publishers Association for Homes & Interiors Scotland. Also publishes The Best Scottish Weddings, London Weddings and several contract titles. Contact: International Magazines , Suite 4, Sovereign House, 58 Elliot Street, Glasgow, G3 8DZ. Tel: +44 (0) 141 221 5559


   

House & Garden Back to top

Contact: Condé Nast Publications, Vogue House, Hanover Square, London, W1S 1JU. Tel: +44 (0) 20 7499 9080
Condé Nast profile


   

House & Home

Contact: Dyflin Publications , First Floor, Cunningham House, 130 Francis Street, Dublin 8, Eire. Tel: +44 (0) 353 1 416 7900


   

House Beautiful Back to top

Contact: The National Magazine Co , National Magazine House, 72 Broadwick Street, London, W1F 9EP. Tel: +44 (0) 20 7439 5000
Natmags profile


   

House to Home (website)

Homes portal launched in May 2007 by IPC Southbank. It includes:

· a gallery of rooms with 2,000 images;
· decorating toolkits such as a colour, garden and room planners;
· a product finder;
· a personal notebook section to save site research and plans.

The site can draw on the expertise of six relevant IPC titles: Ideal Home, Homes & Gardens, Country Homes & Interiors, Livingetc, 25 Beautiful Homes and 25 Beautiful Kitchens. Three of these had websites already.

Media Week reported that the site had set up an exclusive advertising partnership with Unilever brands Cif and Domestos and that Yvonne Ramsden, homes group publishing director, had set 150,000 unique users a month as the target audience by the end of 2007. A paid-search campaign run by Steak Media and house ads in IPC titles were used to support the launch.
IPC profile


   

Ideal Home Back to top

The UK's best-selling home title, which ‘has been the voice of the British homeowner for over 80 years’. Founded by artist, poet and designer William Morris and Captain G.C. Clark, who was the first editor. The magazine's mission was to reach the middle class and 'to strive against the erection of hideous houses'.
IPC Media profile


   

Image Interiors

Spin-off from Irish women's monthly, Image. Contact: Image Publications , Crofton Mansions, 22 Crofton Road, Dun Laoghaire, Co Dublin, Eire. Tel: +1 280 8415


   

Inside Out (closed) Back to top

April 2006 launch from new magazines division of News International. Aspirational monthly title branded with the Sunday Times logo (as is the company's Travel magazine, which is a contract title by River). Closed in early 2007.

Marked the company's second launch of the year after weekly Love It! Backed by a £6 million marketing campaign to meet a target circulation of 100,000. The first issue had a focus on bathrooms and included:

* how to add £250,000 to your home's value;
* the ultimate bathroom;
* choosing a colour palette;
* a 32-page 'foundations' section covering properties and projects.

In its 12 March edition, the Sunday Times, which sells about 1.4 million copies each week, carried a 28-page preview of Inside Out (six of the pages were adverts). The sample carried money-off vouchers for the first three issue (£1, 50p, 50p). More copies of the sample went out with London Property News and The Sunday Times Travel Magazine, bringing the total to 1.8 million.
News International profile


   

Ireland's Homes Interiors & Living

Monthly founded in 1994 that claims the title of Ireland's largest-selling monthly interiors and lifestyle title. Sister titles: All Ireland Kitchen Guide (twice a year: April and September) and Beautiful Irish Homes (annual of the best readers' homes in IHIL). Contact: (Northern address): PO Box 42, Bangor, Co Down, BT19 7AD. Southern address: Ashgrove House, Kill Avenue, Dun Laoghaire, Co Dublin. Tel: 028 (ROI 048) 9147 3979


 

Living etc Back to top

Monthly with a focus on modern homes. Contact: IPC Media , Kings Reach Tower, Stamford Street, London, SE1 9LS Tel: +44 (0) 20 7261 5000
IPC Media profile


 

 

Living & Gardens

Monthly launched in March 2006 by Hubert Burda Media UK. Adopted a twee look with pink, pale tones, italic type and swirling background patterns abounding. First issue came in a double-pouch, plastic folder, the second pouch holding Food for Friends, a cookery book. The launch marked another attempt by Burda to establish itself in the UK. Title based on Continental offerings Wohnen & Garten in Germany, Vivere La Casa in Italy and Maison & Jardin Passion in France. Launch print run 200,000 copies. Contact: Bracton House, 34-36 High Holborn, London WC1V 6AE.
Burda profile


 

Period Home [closed] Back to top

Monthly that traded on competitions, expert advice and readers' homes. Colchester-based Essential taken over by Burda in April 2006 and title closd.
Burda profile


 

Period Living and Traditional Homes

Contact: Emap Elan Network, Endeavour House, 189 Shaftesbury Avenue, London, WC2H 8JG.
IPC Media profile


 

Real Homes Back to top

Bought from failing publisher Highbury in 2005 for £500,000, having been launched in April that year. Contact: Hachette Filipacchi (UK) , 64 North Row, London W1K 7LL
HFUK profile


 

Wallpaper*

Regards itself as ‘The authority on international design and essential guide to modern living,’ Wallpaper aims to 'search the globe for emerging trends and presenting the world’s best new designers and their extraordinary creations in a luxurious format'. Has a broader brief than other titles in this sector, covering fashion, entertaining, travel, grooming and beauty. Publishes 10 issues a year. Wallpaper appeared in London in 1996 (first issue was Sep/Oct) and was the brainchild of Canadian journalist Tyler Brûlé. After just four issues, he sold it to Time Inc for £1 million and stayed on as editor. He left after Wallpaper was put under the control of IPC, which AOL-Time Warner had bought in 2001, to concentrate on his consultancy, Wink Media, and freelance writing, including a column in the Saturday Financial Times. IPC licensed the title to Axel Springer to publish in Moscow in March 2005. Contact: IPC Media , Kings Reach Tower, Stamford Street, London, SE1 9LS Tel: (0) 20 7261 5000
IPC Media profile


   

WI Home & Country Back to top

Describes itself as 'a unique mix of hard-hitting features, creative craft and cookery, top competitions and giveaways, informative articles, fiction, quirky stories and ... news of an extraordinary range of [Women's Institute] activities across the country'. Has about 36,000 subscribers. Contact: WI Enterprises , 104 New Kings Road, Fulham, London, SW6 4LY. Tel: +44 (0) 20 7371 9300
www.womensinstitute.org.uk


   

World of Interiors

Very high production values. Focuses on upmarket homes. Founded 1981. Contact: Condé Nast Publications , Vogue House, Hanover Square, London, W1S 1JU. Tel: +44 (0) 20 7499 9080
Condé Nast profile


   

Your Home Back to top

Monthly bought from by Colchester-based Esssential from NatMags in August 2003. Publisher taken over by Burda in April 2006. Focus on home decorating and improvements: 'Refreshing editorial brings out the decorator in everyone.'
Burda profile


Top five homes magazines (end 2005) Back to top

Title Publisher Frequency Sales (ABC)*
Ideal Home IPC Media monthly 245,729
House Beautiful National Magazines monthly 198,112
Country Living National Magazines monthly 191,225
House & Garden
Condé Nast monthly  140,361
Homes & Gardens IPC Media monthly  136,088
Sources: ABC *Jan-Jun 2003

Details of homes magazines (2005) Back to top

Title
Publisher Launch date ABC sales
Jan-Jul-2005*
25 Beautiful Homes IPC Media
1998
113,281
25 Beautiful Kitchens IPC Media
34,648

BBC Good Homes

BBC Worldwide

1998
135,690
BBC Homes & Antiques

BBC Worldwide

1993 101,054
Coast The National Magazine Company
20,366
Country Homes and Interiors IPC Media
1986
77,677
Country Life IPC Media 1897  25,318
Country Living The National Magazine Company 1985 116,010
Elle Decoration Hachette Filipacchi   191,225
English Homes Archant Specialist   73,324
Homebase Ideas Publicis Blueprint 2002 399,984
(free)
Homes & Gardens IPC Media 1919 136,088
Homes & Interiors Scotland International Magazines   14,873
House & Garden
(incorporating Food & Wine magazine)
Condé Nast Publications   140,361
House & Home Dyflin Publications 1996 25,615
House Beautiful The National Magazine Company 1989 198,112
Ideal Home IPC Media 245,729 1920 245,729
Image Interiors Image Publications   22,808
Inside Out News Magazines 2006 closed (2007)
Ireland's Homes Interiors and Living Ireland Homes Interiors & Living Magazine 1994 23,364
Living etc IPC Media 1998 88,285
Period Living and Traditional Homes EMAP London Lifestyle   48,792
Real Homes Hachette Filipacchi 1998 56,554
Wallpaper* IPC Media 1996 110,246
WI Home & Country WI Enterprises   34,157
World of Interiors Condé Nast Publications 1981 64,656
Your Home

Burda/Essential

 
120,900
*Source: Audit Bureau of Circulations (ABC)
 
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