Property Brothers, Meredith Partner for New Magazine

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There are a lot of skeptical publishers asking themselves if launching a new print magazine is worth the risk. While the answer may not be that easy to determine, there are plenty of other content producers that are excited about the idea of print in helping to broaden their brands. HGTV’s Property Brothers are one such content producer.

Drew and Jonathan Scott, twin brothers and the faces of Property Brothers, have recently announced a partnership with Meredith Corporation to create a new lifestyle magazine centered around home content and more. According to the President of Meredith Magazines, Doug Olson, the Scott brothers extending their reach through print is an obvious decision: “Drew and Jonathan have a unique connection with customers that will translate well into print.”

For the Scott brothers, while this venture is another step in expanding their Property Brothers brand, they also feel that print itself is a valuable medium, and the choice of creating a print magazine was a deliberate next step. “We love print and have always wanted to extend our message of living life to the fullest through this medium,” says Jonathan. “With a platform like this, we get to develop a consistent and thoughtful way of sharing great ideas and actionable insights with our audiences,” adds Drew.

The new magazine is not only a sign of success for the Scott brothers, but also for magazine publishers in general. Recent years have not been easy for the magazine industry, as many titles have struggled, but the resurgence of print due to other content producers seeing print as an opportunity is helping revitalize the industry. Meredith in particular has seen many major titles disappear, and also had major employment changes, and a new title of this caliber is a great sign of growth for them, and follows in the footsteps of another HGTV duo, Chip and Joanna Gaines, who also work with Meredith on their quarterly Magnolia Journal magazine.

“We’re extremely excited about taking the chemistry [the Scott brothers] share with their millions of viewers onscreen to new and existing audiences in the print medium.” says Olson.

HGTV has magazines with several major publishing groups other than Meredith. According to Adweek’s 2018 Hottest (print) Home Magazine, Hearst currently owns that spot with HGTV’s own HGTV Magazine, which according to Hearst, has more than 1 million subscribers and is in the top 10 of monthly newsstand magazines. If Meredith can leverage the new magazine from the Scott brothers, and their other titles related to HGTV starts, they may mirror or even exceed these numbers.

The new quarterly
magazine from the Scott brothers and Meredith, which has yet to be named, will
be releasing in January 2020. At newsstands, the cover price will be $9.99, and
an annual subscription will be $20.

Further Information:

To learn more about the
new magazine from the Scott brothers and Meredith, click here. For
more information about the Scott brothers’ TV show Property Brothers, click here.

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great content from Publication Printers and the Publication Printers Marketing
Group, click here.

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Meredith and NY Times Collaborate to Create a Special Section

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In a world where high-margin opportunities are less common for publishers, special sections remain a great money-maker. That may explain why Meredith Corporation and the New York Times are making use of one-time titles once again to maximize their reach and profits.

Special sections, also referred to as a special edition or special interest magazines, are one-off magazines meant to capture the hype or exposure on a focused topic. Many times, special sections fall into the “bookazine” category, being significantly longer editions and hyper-focused. This said, with the pursuit of new revenue options, some publications are doing smaller but more frequent special sections, as they tend to have much higher profit margins with the same print run size and audience.

The Meredith/Times special section recently released was a “Summer of 69” issue with a unique spin to the special section concept: multi-publication collaboration. This special section, the first New York Times standalone magazine ever, was built with the help of Meredith Corp., one of the nation’s largest magazine producers, to coordinate with the standard coverage within the New York Times newspaper that was covering the 50th anniversary of the event.

While there have been numerous publications to coordinate content between their parent title and their special sections, completely independent publications working together is not a common practice. This action shows a potential opportunity for publishers to not only expand their profit options, but to help keep each other standing strong in an economy that has not been kind to publishers in general.

Further Information

To learn more about Meredith Corporation’s and the New York Times’ special edition magazines, click here. For more information publishers and special editions in general, click here.

If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.

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