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.
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