Q4 • 2022


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NEWS | REVIEWS | IDEAS | OPINION | NION N |


HAPPY CENTENNIAL


Better Homes & Gardens a


recipient is Better Homes & Gardens. ForF its centennial, he magazine received a redesign, complete with (9" x 10


makeover might ee like an odd 100th-birthday gift. But not when r H


m al the wit a newn logo, a larger trim size 1 7/8"), and an upgradegra p


What’s more, four coverscov were created the September 20220 anniversary issue, each featuring chef: and


ch


h Ina Garten, nd Jacques Pépin. nten


investment te the


an


uri a showstopping cake by a celebrity te Carla Hall, Padma Lakshmi, Pépi


refutes th misconception that print s dead. Rather, “the print is changing,” sa


BHG’s centennial, along with me in a larger size and pt


s ys Samir e Center.r. Evr “Eve en


Husni, Founder and DirectorDi Media


cutting back on magazinesga


back. Flowe


ow r Gardening and 5-Ingredient Recipes, each


o “We’re seeing a lot boo ga pu th its


a d better paper, pri is


nt business model m “Mr. Magazine”


o el


bookazines.” So are titles that aren’t cutting c BHG’s recentre rde


ven companies that are are putting out cu


bookazines included die , 30-Minute


h with a $12.99 cover price. ga esz


mi the marketplace,plac but a higher prices,”Husni


t of magazines coming to b at


of the MagazineM ar


in paper stock. d foro


t seem he the


adds. “They’re no longer an impulse buy.” Neil Vogel, CEOof BHG parent company ed said much the se same Su


a


Dotdash Meredith, at the


March 2022. The company’s print magazines were “going to increase in quality,” he said. “It’s a little bit of a luxury experience.” At the same time,


eBMODigital Advertising Summit in om


um gaz q rie im to offsetf


improvedpr million


mp paper, BHG cut circulation from cou ente and giveaway


the costs of the m7.6


io to about 4 million, Husni says, getting rid of heavily discounted subscriptions. “They are ffoc more on the customersers who


ocusingmore and o count.”un


Staying True to he Mission O the editorial side, this who


St On


Or o the


ho count is a key reason BHG to 100 years. Originally t and


si


his focus on us me BH has made it


lly titled Fruit, GardenGar


nd Home, the magazineag newas a spin-off of Successful still going


who were the original subscribers, articles included instructions on pruning


ul Farming, founded in 1902 and g strong.s o For the farmers’ wives bs


an in t ru ab un fruit trees,


canning, and building their own log cabins; today, articles


about choosing dehumidifiers, o customers s


upgrading millwork, and selecting paint colors are


t remore typical. magazine’szin target mil pic But what the


remained the same: sug h


t rg audience is lookingloo m suggestions


a better home (and garden, and their families.


tr for has


tions for creating nd lifestyle) for


“I think the secret ingredient [to BHG’s longevity] is theyhe stay true to serviceice journalism—meeting


etin the needs, wants,


and desires of people. TheyT offerf their readers


re Husni says.s. “Remaining true to the and advertisers a calll to action,”tio e DNA of


the publication is most important bt because everything else is going


go to change.” TheT


definition of family, for instance, has evolved during


d the past century, but


remained in the service in this day and


o its mission.” Thi also seems ut BHG “has ce off the th family. It’sIt rare nd age to see a magazine that


can adapt to all the changes and still remain true to This


ms to be the secret to the


successces of other long-standing magazines still in print.


rin Scientific American, launched


in 1845, progressed from articles about a “combined wringer and


a mangler” (a s


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