Reprint ordered as new homes magazine is a big hit for Hearst
Don't write off print media just yet! In America Hearst has just ordered a reprint of the first edition of a new homes magazine launched in October. HGTV Magazine is based on the home-improvement television network of the same name (the initials stand for Homes and Gardens TV).
HGTV magazine is a big success
The original plan was for two test issues of HGTV Magazine in October and January. Now, with Hearst printing additional copies of last month’s magazine, it's already looking like a big hit at $3.99 a copy.
So far 200,000 of the original 350,000 copies sent to shops and newsstands have been sold. Although the mag hasn't got the go-ahead to publish beyond January, Hearst has subscription orders for an additional 215,000 copies. So a second run of 135,000 copies has been ordered.
Hearst Magazines president David Carey was still cautious according to Adweek. “We’re very pleased with the initial response and look forward to publishing our second test issue in January,” he said. “We’ll have enough data in house by March to determine next steps.”
The success mirrors that of the Food Network Magazine " an ode to fun cooking and celebrity" launched in 2009 with TV's Food Network. That mag, a hit with readers and advertisers, is now selling 1.3 million. HGTV magazine sales are a par with what the Food Network magazine sold at its launch.
Sara Peterson, a former editor of Time ’s Coastal Living, is the editor in chief of HGTV magazine.
Hearst didn't sell ads in HGTV magazine right away; they were given away as a reward to its big customers. Now the advertisers are getting a bonus free gift.
There is as yet no HGTV Network in Britain. Sounds like a good idea.