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'.
4HomesMonthly 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 570030Media 10 profile |
25 Beautiful HomesPhotography and the stories behind 25 homes each month. Aims to be a sourcebook as well as an entertaining read.IPC Media profile |
Beautiful KitchensKitchens 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 HomesBBC Worldwide profile |
BBC Homes & AntiquesBBC Worldwide profile |
CoastQuarterly aimed at owners, or would-be owners, of houses near the sea. The National Magazine CoNatmags profile |
Country Homes and InteriorsInspires readers to buy, decorate and enjoy their dream country home.’IPC Media profile |
Country LifeSees 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 LivingThe National Magazine CoNatmags profile |
Elle DecorationHachette Filipacchi (UK)HFUK profile |
English HomeArchant SpecialistArchant profile |
Essential Kitchen Bedroom BathroomMonthly 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 BusinessMonthly 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 DesignsMonthly 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 IdeasContract title for Homebase DIY chain.Publicis Blueprint profile |
Homes & GardensLays claim to being ‘The world's most beautiful interiors magazine.’IPC Media profile |
Homes & InspirationsLaunched by Highbury in 2005, but closed later that year as the company folded.Highbury profile |
Homes & Interiors ScotlandInternational 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. |
House & GardenCondé Nast PublicationsCondé Nast profile |
House & HomeDyflin Publications, Dublin |
House BeautifulContact: The National Magazine Co, LondonNatmags profile |
House to Home (now Ideal Home)Homes portal launched in May 2007 by IPC Southbank, which has since been folded into Ideal Home's website. It included:
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. |
Ideal HomeThe 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 InteriorsSpin-off from Irish women's monthly, Image. |
Inside Out (closed)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:
News International profile |
Ireland's Homes Interiors & LivingMonthly 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). |
Living etcMonthly with a focus on modern homes.IPC Media profile |
Living & GardensMonthly 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.Burda profile |
Period Home [closed]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 HomesEmap Elan Network.IPC Media profile |
Real HomesBought 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 7LLHFUK 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.IPC Media profile |
WI Home & CountryDescribes 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. WI Enterprises |
World of InteriorsVery high production values. Focuses on upmarket homes. Founded 1981. Condé Nast PublicationsCondé Nast profile |
Your HomeMonthly 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) |
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| Title | Publisher | Frequency | Sales (ABC)* |
| Ideal Home | IPC Media | monthly | 245,729 |
| House Beautiful | National Magazine Co | monthly | 198,112 |
| Country Living | National Magazine Co | monthly | 191,225 |
| House & Garden |
Condé Nast | monthly | 140,361 |
| Homes & Gardens | IPC Media | monthly | 136,088 |
*Source: Audit Bureau of Circulations (ABC) |
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Details of homes magazines (2005) |
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| 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 | 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 (inc. Food & Wine magazine) |
Condé Nast | 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 | 1981 | 64,656 |
| Your Home | Burda/Essential | 120,900 | |
*Source: Audit Bureau of Circulations (ABC) |
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