HOME INTEREST PRESS OVERVIEW

Yesterday the new home interest title from IPC, Homes and Ideas, was launched with an initial print run of 350,000. Editor Penny Harris, in a welcoming letter, states that it is designed “to help you make the most of your home”. The magazine is full of tips and ideas on ways to improve the home, rather than long editorial features.

There are articles on stars’ homes; in this issue Paul Nicholas and June Brown, as well as what to do with narrow kitchens or how to decorate a bathroom. There are also sections on gardening – this month how to improve your front garden; a cookery section; consumer tests; a property section and creative ideas.

With an initial print run of 350,000, Homes and Ideas is rivalling House Beautiful from National Magazines, (Jan-Jun 1993 ABC of 304,000.) The two magazines certainly look very similar and contain the same type of hints and ideas. House Beautiful also has sections on stars’ homes, gardening, cookery, creative ideas whilst saving money, and decorating ideas.

The front covers are almost identical in design: Homes & Ideas has pagination of 164, House Beautiful has 170 pages; both carry a print which can be pulled out and framed. These two magazines are definitely in direct competition.

25% of Homes & Ideas is given over to advertising, including 4 advertorials from Smallbone, Royal Mail, Miele and British Lamb. As well as a pull-out section from British Gas, other brand names include Russell Hobbs, Coloroll and Jif.

House Beautiful has 30% given over to advertising, with advertorials from Sony and Freemans, and ads including British Gas, Russell Hobbs and Natwest.

Homes & Ideas’ price of £1 is an introductory offer for an unspecified period.

Circulation Table UK & EIRE ABCs

*Publisher's statement

Perfect Home, at 99p and pagination of 114 has a much less cluttered feel, but is not so packed with information and tips. 30% is given over to advertising. It is still aimed at people who want home improvements on a budget, “affordable style for your home”.

IPC’s other home interest title, Ideal Home, has a more upmarket feel to it, and contains ideas for the home rather than hints on how to achieve the look you want on a budget. The editorial is full of large clear photographs, uncluttered by attention-grabbing copy. 25% is given over to advertising and includes ads from Highland Spring, Jif and Dulux.

IPC’s title at the upper end of the market is Homes and Gardens. This month’s issue comes with a home entertainment section and a Harrods furniture magazine. Homes and Gardens contains longer features with clear editorial and full page photographs. The editorial has ideas from top architects and garden designers rather than hints on how to save money.

The same is true of Conde Nast’s title, House and Garden, which focuses on large palatial style mansions and houses. It looks most upmarket title and the price of £2.20 reflects this. Country Living, National Magazine’s upmarket home interest title features country mansions and large houses as well as more features on country life, nature and art.

The BBC’s Homes & Antiques covers old and new decor, and this month has been revamped to give more editorial pages and has been perfect bound to add a more upmarket feel. 25% is given over to advertising.

NRS R'SHIP PROFILES: ADULTS/CLASS/%

Source Jul 92 - Jun 93

NRS R'SHIP PROFILES: ADULTS/AGE/%

Source Jul 92 - Jun 93