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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
interests, 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'.
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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
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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
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The UK's best-selling kitchens magazine with a similar strategy
to its Homes stablemate. Contact: IPC Media , Kings
Reach Tower, Stamford Street, London, SE1 9LS Tel: +44 (0) 20 7261 5000
IPC Media profile
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Contact: BBC Worldwide , Woodlands, 80 Wood Lane, London W12
0TT. Tel: +44 (0) 208 4332000
BBC Worldwide profile
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Contact: BBC Worldwide , Woodlands, 80 Wood Lane, London W12
0TT. Tel: +44 (0) 208 4332000
BBC Worldwide profile
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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
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Country Homes &
Interiors To
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‘Inspires readers to buy, decorate and enjoy their dream
country home.’ Contact: IPC Media , Kings Reach Tower,
Stamford Street, London, SE1 9LS Tel: +44 (0) 20 7261 5000
IPC Media profile
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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. Contact: IPC Media , Kings Reach Tower, Stamford Street,
London, SE1 9LS Tel: +44 (0) 20 7261 5000
IPC Media profile
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Contact: The National Magazine Co , National Magazine House,
72 Broadwick Street, London, W1F 9EP. Tel: +44 (0) 20 7439 5000
Natmags profile
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Contact: Hachette Filipacchi (UK) , 64 North Row, London W1K
7LL
HFUK profile
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Contact: Archant Specialist, Jubilee House, 2 Jubilee Place, London
SW3 3TQ. Tel: +44 (0) 20 7751 4800
Archant
profile |
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Monthly launched in 2004 by 10 Media based on the TV series
from Channel 4. 10 Media also 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
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Monthly makeover title that trades on competitions and giveaways.
Publisher taken over by Burda in April 2006. Essential Publishing,
The Tower, Phoenix Square, Colchester, C04 9HU. Tel: +44 (0) 1206
851117
Essential profile
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Contract title for Homebase DIY chain. Contact: Publicis Blueprint,
84/86 Baker Street, London W1U 6TG. Tel: +44 (0) 207 462 7969
Publicis Blueprint profile
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Lays claim to being ‘The world's most beautiful interiors
magazine.’ Contact: IPC Media , Kings Reach Tower, Stamford
Street, London, SE1 9LS Tel: +44 (0) 20 7261 5000
IPC Media profile
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Homes & Inspirations
To top
Launched by Highbury in 2005, but closed later that year as the
company folded.
Highbury profile |
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Homes & Interiors
Scotland Top
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
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Contact: Condé Nast Publications, Vogue House, Hanover
Square, London, W1S 1JU. Tel: +44 (0) 20 7499 9080
Condé Nast profile |
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Contact: Dyflin Publications , First Floor, Cunningham House,
130 Francis Street, Dublin 8, Eire. Tel: +44 (0) 353 1 416 7900
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Contact: The National Magazine Co , National Magazine House,
72 Broadwick Street, London, W1F 9EP. Tel: +44 (0) 20 7439 5000
Natmags profile |
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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
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The UK's best-selling home title, which ‘has been the voice
of the British homeowner for over 80 years’. Contact: IPC
Media , Kings Reach Tower, Stamford Street, London, SE1 9LS Tel: +44 (0) 20 7261 5000
IPC Media profile
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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
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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
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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
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Kitchen Bedroom Bathroom
Top
Monthly with a focus on upmarket homes. Publisher taken over
by Burda in April 2006. Essential Publishing, The Tower, Phoenix
Square, Colchester, C04 9HU. Tel: +44 (0) 1206 851117
Burda profile |
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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
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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
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Monthly that trades on competitions, expert advice and readers'
homes. Publisher taken over by Burda in April 2006. Essential Publishing
, The Tower, Phoenix Square, Colchester, C04 9HU. Tel: +44 (0) 1206
851117
Burda profile |
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Period Living and
Traditional Homes Back
to top
Contact: Emap Elan Network, Endeavour House, 189 Shaftesbury Avenue,
London, WC2H 8JG.
IPC Media profile |
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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 |
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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
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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 http://www.womensinstitute.org.uk
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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
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Monthly focusing on solutions to DIY problems, step-by-step projects
and helpful hints 'by women for women'. Bought from NatMags in August
2003. Publisher taken over by Burda in April 2006. Essential Publishing
, The Tower, Phoenix Square, Colchester, C04 9HU. Tel: +44 (0) 1206
851117
Burda profile
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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
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| 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
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The
National Magazine Company |
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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
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| 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 |
Essential
Publishing |
|
120,900 |
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| *Source: Audit
Bureau of Circulations (ABC) |
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