Shelter Publications: Adjust or Bustby Tim Manni
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.