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August 21st, 2008

Shelter Publications: Adjust or Bust



The widespread wrath of the housing crisis has reached out and claimed a new genre of victims: “shelter” magazines. Home magazine is the latest publication to go out of print on account of the housing crisis. Other popular shelter magazines like House Beautiful and Better Homes and Gardens have learned how to survive in the volatile market by adjusting their content to be consumer centric. Periodicals like Home magazine catered mostly to high-end home buyers, designers, and decorators, not to middle class consumers looking to do more with less. Even magazine publishers have to retool their focus and “editorial mission” to survive:

Some titles have retooled their editorial mission to appeal to readers who care about their homes but have less money to spend. After remodeling contractors told them consumers were shifting more home-improvement dollars to renovations that would conserve energy and save them money, Better Homes & Gardens began devoting more of its editorial resources to tips about reducing energy and “doing more with what they already have,” said Gayle Butler, the magazine’s editor in chief.

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One Response to “Shelter Publications: Adjust or Bust”

  1. Rebecca Wilder Says: August 22nd, 2008 at 12:54 pm

    Totally interesting. I bet that all of the auto-centric magazines have stopped publishing articles about the tough Ford F150 and started to cater to the more fuel-efficient readers. Or have they learned and adjusted at all? Car sales are down to a meager 13.3m, with GM tumbling 29% since last year.

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Tim Manni is the Managing Editor of HSH.com and the author of their daily blog, which concentrates on the latest developments in the mortgage and housing markets.

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