Following the success of Afrikaans sister title Tuis, the launch of Home is a logical extension of the publishing concept and fills an equivalent gap in the English speaking market, according to a press statement from Media24. Its research showed that many self professed 'decorators' are not reading the available décor titles, preferring inspiration to aspiration and DIY to professional decorating. It is practical decorating advice that they are looking for and this is exactly what Tuis, and now Home, provides, the publishers claim.
According to Tracy Greenwood, associate editor of Home, the pressures of the rat race are prompting more and more people from all walks of life to turn to their homes for solace and safe haven. This return to basics to alleviate the ill effects of lifestyle stresses means that home décor, gardening and DIY are playing an increasingly important role in the lives of ordinary people, as evidenced by the huge popularity of décor stores and décor exhibitions. Home's editorial recipe offers readers the opportunity to beautify their environments with a practical and can-do approach to home improvements, décor, gardening and food.
Business manager, Elsa Carpenter-Frank, comments: "In the past few years we have seen a huge increase in the number of people who engage in activities such as DIY, home décor and gardening. The pressures of modern day living and the ever-present time famine are creating a desire to get back to the basics. What was once considered a bit of a chore is now seen as therapeutic. Our magazines are becoming part of that simplifying process. We believe that we are uniquely positioned in that we offer a 'how to' approach rather than simply showcasing beautiful homes and gardens. And so while many of our readers may also buy other home decorating and gardening titles, we believe that a high percentage will be new to the category."
Home is aimed at LSM 7 to10, men and women who have a passion for their homes but manage their decorating efforts within a budget. The wide range of reader interests and their willingness to spend on their homes and gardens makes the magazine an attractive proposition for advertisers, while the teaming of the Afrikaans and English titles and other titles in the division offers a broad reach and real value for money.
An extensive marketing campaign, focusing mainly on television advertising, will coincide with the launch date of April 2005, with the launch issue going on sale in mid-March. Home will be published monthly at an affordable cover price of R17.95.
Home is a product in the Media24 Creative Living Magazine division, which in addition to Tuis includes Dit, and Woman's Value, all of which aim draw in readers looking for good value for money and practical lifestyle assistance.
