HGTV, following an extension strategy similar to sister channel Food Network, is officially launching a print magazine after two test issues.
Hearst Magazines and the Scripps Networks Interactive-owned network said HGTV Magazine's June/July issue hits the stands in mid-May. They said it has not been determined yet when the magazine will be at a monthly frequency.
Hearst and Food earlier formed a hit with Food Network Magazine. According to SNI, as of January 2012 that publication's monthly circulation was 1.6 million, up about 15% from year-ago levels. Newsstand sales were up 15% in a down environment overall.
Hearst also named some key executives in advertising and marketing at the magazine Monday. Dan Fuchs, associate publisher of O, The Oprah Magazine since 2004 and associate publisher of Lifetime magazine before that, has been named publisher and chief revenue officer of HGTV Magazine. Fuchs, who has been serving in his new role in an unofficial capacity for the past several weeks, reports to Michael A. Clinton, president, marketing and publishing director, Hearst Magazines.
The premiere test issue of HGTV Magazine hit newsstands nationwide on Oct. 4, 2011, and a second, the February/March issue, went on sale Jan. 17, 2012. Starting with the June/July issue, the magazine's rate base will be 450,000, making it one of the largest consumer magazine launches of the past decade, Hearst and HGTV said.
Sara Peterson, HGTV Magazine's editor-in-chief, said in a release: "We wanted to strike a chord with Americans looking for a fun, approachable magazine about how they live their lives at home and we're thrilled to have gotten the reaction we did with our debut test issue."
"We knew our partnership with Hearst Magazines would create an excellent opportunity to extend the HGTV brand onto a new platform, while allowing us to further engage with our passionate audience," Burton Jablin, president of Scripps Networks Home Category, said in the release. "HGTV Magazine's move to regular frequency speaks to the power of the HGTV brand with consumers and advertisers and to the talents of the Hearst team who so successfully translated it into a dynamic and exciting print publication."
The companies said the magazine is attracting advertisers across categories including home decorating, building supplies, retail, food, financial services and consumer packaged goods for the June/July debut and the rest of the year.
Other new hires include Kate English Mankoff as executive director, integrated marketing, and Carrie Cullen as advertising director.
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