IPC Unveils New Homes Portal
IPC Southbank has launched its new, much-hyped standalone homes portal, in a bid to revive its home interest portfolio and bolster the publisher’s digital output.
www.housetohome.co.uk is “designed to be a one-stop shop for every home design and decorating need”, according to the publisher, enabling visitors to “develop their homes ideas and dreams with its wide range of planning tools and expert advice.”
The company’s chief executive, Sylvia Auton, hinted at the launch during the unveiling of the group’s new corporate identity in February (see IPC Media Gets New Corporate Identity), and since then IPC has taken clear steps to shift focus to its digital output.
As well as the launch of In Style‘s new website (see In Style Launches New Website), IPC Media recently announced the appointment of the company’s digital director, Neil Robinson, to the publisher’s main board in order to lead the company’s strategic development across its entire portfolio (see IPC Appointment Boosts Digital Strategy), whilst in April IPC Southbank poached Julie Stuckes from Future Publishing, appointing her to the position of digital development director (see Digital Media Specialist Heads To IPC From Future).
Some of IPC Southbank’s key titles, such as Homes and Gardens, Ideal Home, In Style and Marie Claire, have recorded circulation declines in the past few years.
At the latest consumer magazine ABC release, Marie Claire saw a 10% year on year drop in circulation, almost 37,000 issues in real terms (despite a 1.1% period on period boost) to leave its total at 334,729 for July to December 2006. In the same period in 2004, the title reported an ABC of around 384,500.
In Style felt a year on year and period on period fall of more than 7.5%. The title shed almost 15,000 copies year on year from its circulation, which now rests at around 182,000, down from more than 190,000 for July to December 2004.
Homes and Gardens saw its circulation rise year on year by 1.6%, leaving its total at 138,323. This was however down from just under 150,000 copies for July to December 2004.
Ideal Home saw an almost 6% year on year downturn to leave its total at less than 232,000. The title reported an ABC of almost 260,500 for July to December 2004.
Many titles are seeking to bolster their digital teams and digital output, such as a strong focus on their websites, in order to stay afloat in the ever-mutable media landscape.
Key features of the new portal include a rooms gallery with images of a variety of styles of interiors, decorating toolkits with colour and room planners, and a product finder search service.
Jackie Newcombe, IPC Southbank MD, said: “With brands such as Ideal Home, Livingetc and Homes & Gardens, IPC’s home interest portfolio is unrivalled. We have used our unparalleled expertise to produce a truly superb website that our advertisers and consumers will love.”
Yvonne Ramsden, publishing director, added: “housetohome.co.uk will be unique. Deborah Barker, the editor of Homes & Gardens, has done an outstanding job in delivering this site, which will be both a source of inspiration and advice, giving visitors everything they need to design and create their dream home, whatever their style or budget.”
Sylvia Auton, IPC Media chief executive, said she was delighted with the launch of housetohome.co.uk, indicating that it would be a “huge year” for IPC Media’s new digital product development.
Housetohome.co.uk’s launch is supported by an online search and email campaign, as well as advertisements across IPC Media’s magazines and websites. Unilever has signed as the lead advertiser for the site’s launch.
Isobel McKenzie-Price, announced as editorial director of Ideal Home and housetohome.co.uk last month, will take up her position in July. She will oversee the site’s future development to include increased interactivity and facilities for online communities.
IPC Media: 0870 4445000 www.ipcmedia.com