HGTV Magazine: Design Your Own Dream rebranding campaign | IMC 625

Design your own dream.

Kaitlyn ReevesOctober 21, 2013IMC 625 | Advanced Creative Concepts

Kaitlyn Reeves | Final Project

Executive SummaryHow do you define the American Dream? Perhaps you picture a quaint home on a cor-

ner lot in an ideal neighborhood complete with a manicured lawn and white picket fence? While

that may have once been the sought-after dream most Americans imagined, times are changing.

People are embracing their own personalities and embarking on their own life journeys, no lon-

ger concerned with ideals defined by society.

More than a third of the households in the United States are made up of renters, and

they’re often overlooked. Everyone is so focused on the homeowner and mortgages and building

equity that we’ve failed to notice that some people simply don’t want to own a home. Maybe

these non-homeowners prefer renting because it means less maintenance and responsibility

or perhaps renters are living in apartments because they’re saving up for that perfect home.

Whatever the case, renters should be seen as equals to homeowners. The only difference is the

lack of a mortgage – renters still have families and pets; they still go about living their lives just as

any homeowner would, except the renter may not have to dedicate an hour or more to mowing

the lawn every week. They still want to feel at home, wherever they are living – that’s where the

new HGTV Magazine comes in.

By employing a mix of traditional and non-traditional marketing aspects, HGTV Maga-

zine can position itself as the go-to source for design inspiration for renters. This means not only

advertising in print and on television but also expanding the brand to include a website and the

magazine’s own presence on social media sites.

HGTV Magazine wants to challenge renters to embrace their design style and overcome

obstacles that are inevitable when renting. HGTV Magazine helps renters realize it is possible to

have a home without having a house.

Kaitlyn Reeves | Final Project

The Brand 4

The Mission 6

The Audience 8

Strategy Statement 10

Creative Brief 11

Inspiration 12

Print Execution 13

Television Execution 17

Proposed Website 20

New and Emerging Media 23

Conclusion 27

References 28

Table of Contents

4Kaitlyn Reeves | Final Project

The BrandHome and Garden Television (HGTV) started as just that – a television network.

The channel, owned by Scripps Networks Interactive, was launched in 1994 and is avail-

able to almost 90 million households in the United States, as well as internationally in

45 countries. The network focuses on home and yard improvements, home buying, and

interior design, among other things. HGTV’s website (www.hgtv.com) boasts 5.2 million

visitors per month; the website centers primarily around home improvement instruction

and information (Anderson, n.d.).

HGTV Magazine, published in partnership with the Hearst Corporation, released

its first test issue on October 4, 2011. The magazine is part of the popular home and life-

style genre, and covers a variety of topics from renovations to real estate to home enter-

taining, and “aims to provide inspiration for homeowners, renters and design aficiona-

dos alike” (Warner Spencer, 2011). Since its debut, the magazine’s popularity has grown

quite rapidly. It is also available digitally on multiple platforms and devices, including: the

Nook, Kindle, Google Play, Next Issue Media, and the iPad/Apple Newsstand, as well as

the iPad/Zinio Newsstand. Readers can connect with the magazine on a more interactive

level through its digital edition (“Media Kit,” p. 12, 2013).

The magazine features the on-screen personalities from HGTV and the DIY Net-

work’s most popular shows with varying areas of expertise. HGTV Magazine is able to

give readers information and advice they will actually be able to use (“Media Kit,” p. 4,

2013).

According to HGTV Magazine’s current Media Kit, available online, there are

seven main editorial features of the publication: Help Wanted, Fun Decorating, Real


The BrandEstate Spy, Mission Makeover, House Tours, Kitchen Chronicles, and In the Yard. The Help

Wanted section provides answers to everyday questions that many homeowners face.

Fun Decorating features a behind-the-scenes look at the set of HGTV shows and how to

get the look at home. Real Estate Spy offers information on property values and ways

to boost it, and showcases homes from around the country. Mission Makeover is pretty

straightforward – this section is comprised of before and after projects, ranging from

simple do-it-yourself (DIY) to complete home renovations. For the reader who wants the

inside scoop on what goes on behind the doors of the homes of HGTV stars and HGTV

Magazine readers, House Tours provides just that and more. Kitchen Chronicles and In

the Yard are devoted to kitchen design inspiration and recipes, and everything there is to

know about gardening, respectively (p. 5, 2013).

Let’s move on to some facts and figures. HGTV Magazine boasts an audience of

4 million readers, with five readers per copy (“Media Kit,” p. 7, 2013). The magazine’s

total circulation is currently 1.16 million and growing. It is considered the number-one

selling magazine on newsstands within the home set, outselling other titles like Better

Homes and Gardens, Southern Living, Martha Stewart Living, and Southern Living. It

is also the 14th best-selling monthly magazine on newsstands, selling almost 300,000

copies. As far as digital goes, tablet circulation is exceeding 60,000 subscriptions (“Me-

dia Kit,” p. 9, 2013). According to a June 2013 Subscriber & Newsstand Tracking Study,

91 percent find HGTV Magazine enjoyable to read and 89 percent of readers are highly

likely to recommend the magazine (“Media Kit,” p. 8, 2013).


The MissionSara Peterson, Editor-in-Chief of HGTV Magazine, offers the five mottos of the

magazine, found on page 3 of the Media Kit:

1. There’s no such thing as the “perfect” house, the “perfect” room, the

“perfect” paint job.

2. Makeovers are awesome!

3. Household help can come with a sense of humor.

4. Peeking and snooping is a part of our job.

5. Creating a home should be fun.

These five mottos clearly embrace the attitude and mission of the magazine: “the

fun begins at home!” (“Media Kit,” p. 2, 2013).

When thinking of home renovations, most people think of the hard work and

aggravation that goes into such projects – not HGTV Magazine. The magazine’s goal is to

show readers how simple home makeovers can be and how satisfying and delightful a

job well done can feel. The focus is on the finished product, which is the dream most of

the readers envision in their minds before even tackling a project. It’s not enough to fo-

cus on how easy a project is (most people would probably be skeptical based on person-

al experience), but that the end result far outweighs the work required to achieve it.

Because HGTV Magazine focuses on speaking to readers in an “accessible, friend-

ly, and fun” way it helps connect readers with its mission that the fun really does begin

at home (“Media Kit,” p. 2, 2013). By using a friendly tone of voice in writing, readers

are more apt to feel like they are getting advice from a close friend, rather than a huge

profitable company. After all, people tend to trust friends over faceless corporations.


The MissionHGTV Magazine uses simple, down-to-earth language in its pages, which creates

a conversation with the reader, as opposed to just rattling off information and barking

orders. Whereas a male reader might prefer a more direct approach, the majority of

readers are female, so the conversational feel is perfect. The use of bright, fun colors and

serif and decorative typefaces coincide with the brand’s mission to be friendly and fun.

The overall design of the magazine alludes to the inviting, stylish, and charming per-

sonalities of its readers. This is clearly a magazine for real people with real homes and a

real desire to improve that home. It’s not a magazine aimed at the super rich who want

professionally designed rooms purely for sake of appearance with no intention of actual-

ly using the space.

The “upbeat and engaging” (“Media Kit,” p. 2, 2013) nature of the magazine eas-

ily takes homeownership from a chore and turns it into an expression of one’s person-

ality, which is a lot more fun and clearly more rewarding. It’s exciting to flip through the

pages of the magazine and visualize all the changes that can be made to one’s home.


The AudienceDemographically speaking, the average reader of HGTV Magazine is a female

homeowner with a median household income (HHI) of just over $73,000 annually. The

median age of readers is 49, falling into the broad range of 25 to 54 year olds the mag-

azine targets. Of these women, 68 percent have some type of college education, 64

percent are married, and 63 percent are employed. Forty-one percent also have children

still living at home (“Media Kit,” p. 6, 2013). This audience is practically identical to the

magazine’s competitors, publications like Real Simple and Martha Stewart Living.

In effort to maintain a fun, friendly, and fresh personality, HGTV Magazine is

focusing on a slightly smaller portion of its larger demographic, the 25 to 34 year old

females. Not only is the magazine narrowing its target audience, it’s also focusing on the

needs of those who rent rather than those who own their own homes. Nearly a third of

the American population rents – 35 percent of the total US households are comprised of

renters, according to this year’s data from the National Multi Housing Council – yet there

are no publications geared directly toward renters in need of design inspiration that

isn’t permanent. Renters have personalities they wish to display in their apartments, but

rental agreements restrict a lot of improvements from being made. The renter is forced

to a life at home made up of stark white walls, worn carpeting, and outdated fixtures –

not exactly a fun and friendly atmosphere.

The newer, redefined target audience has a HHI closer to $50,000 per year. She

loves the city, but lives in the suburbs and is either married or living with a significant

other. She has at least some level of college education and works full time, but has time

outside of work and managing the household to enjoy the occasional girls’ night out. She


The Audiencedresses fashionably and enjoys following current design trends, but has a budget to keep

in mind – no splurging on that $4,000 designer sofa.

She spends more time reading than watching television, and enjoys shopping and

trying out new recipes, though she’s no master chef. She eats fairly healthy and stays

active. She travels as much as she can while being mindful of her budget – weekend

getaways are essential.

Her living spaces must portray her personality, but be functional as well. She en-

joys colors and patterns, but wants a style with staying power, not just a fad. Her style is

classic with a modern twist. She prefers clean lines and tidy spaces instead of clutter. She

doesn’t want to spend time on major projects, but prefers quick renovations that can be

completed in a day or two, not weeks or months. She enjoys easy DIY projects and loves

the satisfaction of a job well done. Instead of always buying new pieces, especially high-

er ticket items like furniture, she prefers to make use of existing pieces. Of course, any

improvements she makes must be temporary, which provides a challenge.

She wants the experience of creating a home without the commitment of a

mortgage or yard work and maintenance. She doesn’t want to settle for watered-down

style simply because she has a landlord.


Strategy StatementClient: HGTV Magazine Product: HGTV Magazine for renters

The advertising will convince female renters, ages 25 to 34 who are frustrated with

strict rental policies because they feel they have less freedom than homeowners when it

comes to interior design,

That HGTV Magazine will help to showcase their personalities and live up to their design

dreams with inspired yet temporary design solutions.

The support will be HGTV’s extensive expertise on home improvement, interior design,

and the desire to help those in need of design inspiration and guidance.

The tone will be upbeat and encouraging, much like a conversation between friends.


Creative BriefClient: HGTV Magazine Product: HGTV Magazine for renters

Why are we advertising?

To help renters realize the hidden potential to make their apartments feel like a home.

Whom are we talking to?

Stylish, budget-conscious young women, ages 25 to 34, currently renting their living space who want to showcase their personal style but feel restricted by strict rental agreements.

What do they currently think?

Being a renter is inferior to being a homeowner, and because they can’t make perma-nent changes they feel as if their personal style isn’t being showcased in their apart-ments/rentals.

What would we like them to think?

It is possible to make an apartment feel like a home, without making any permanent or “illegal” changes. Renting isn’t settling for less.

What is the single most persuasive idea we can convey?

HGTV Magazine can help make any space a home.

Why should they believe it?

HGTV is a well-known source for interior design tips and the target audience wants to feel good about being a renter.

What is the personality we want to convey?

Unique, energetic, helpful: like having a conversation with a close friend.

Are there any Sacred Cows?

If you don’t own a home, you’re not living out the “American Dream.”


InspirationConceptual images

Final tagline

Bold. Unique. Inspired. Hope.

Fun. Colorful. Playful. Vibrant. Energetic. Happy.



Print Execution

home.You don’t need

a houseto have a

Maybe your dream is homeownership, or maybe you’re content right where you are. Wherever you are, it deserves to feel like home. It can be a little tricky to put your personal touch on a place without stepping on your landlord’s toes, so we’re here to help. The new HGTV Magazine is full of tips and tricks for turning a rented space into your space.



Print ExecutionBrand: HGTV Magazine for renters

Headline: You don’t need a house to have a home.

Copy: Maybe your dream is homeownership, or maybe you’re content right where you are. Wherever you are, it deserves to feel like home. It can be a little tricky to put your personal touch on a place without stepping on your landlord’s toes, so we’re here to help. The new HGTV Magazine is full of tips and tricks for turning a rented space into your space.

Tagline: Design your own dream.

This ad should run in Cosmopolitan magazine and similar publications, especially those geared toward fashion and beauty because these are areas that are also important to the selected target audience of 25 – 34 year olds. Cosmopolitan, in particular, also empowers women to be themselves, much like the concept behind “design your own dream.”

In which publications should this ad be placed?

Body copy sheet


Print Execution

Our new friend at:123 Main Street

Anytown, GA 12345

PostagePaid

USAWe just wanted to drop in and say congrats on your new home!

In celebration of your new home, we’d like to invite you to take advantage of a special offer available only to new tenants, like yourself.

Using the promotional code at the bottom of this card, you can get a subscription to HGTV Magazine, the only magazine for renters, for only $8 for 12 months of issues! We think that’s a pretty great deal and hope you do too.

Like a good friend, HGTV Magazine is here to lend a hand. From design tips to do-it-yourself projects to new recipes, we’ve got you covered.

Your friend,

HGTV Magazine

NewFriend12345

Promo code:

Hello there!

home!Welcome


Print Execution

Brand:

Headline:

Copy:

HGTV Magazine for renters

Welcome home!

Hello there!

We just wanted to drop in and say congrats on your new home!

In celebration of your new home, we’d like to invite you to take advantage of a special offer available only to new tenants, like yourself.

Using the promotional code at the bottom of this card, you can get a subscription to HGTV Magazine, the only magazine for renters, for only $8 for 12 months of issues! We think that’s a pretty great deal and hope you do too.

Like a good friend, HGTV Magazine is here to lend a hand. From design tips to do-it-yourself projects to new recipes, we’ve got you covered.

Your friend,HGTV Magazine

Direct mailer body copy sheet

Rationale:

Direct mailers should be sent to new tenants within the target audience at apart-

ment complexes as a way to welcome them to their new home. Calling it a home is key,

we don’t want to make them feel like their new apartment is anything less than a home.

Also, by referring to them as a friend, it helps portray the brand’s voice.

This mailer will be aimed at gaining new subscriptions by offering these new ten-

ants a discounted rate on a 12-month subscription.


Television Execution: “Home” :601. MCU: A YOUNG WOMAN IS WALKING INTO AN APART-MENT BUILDING CARRYING A BOUQUET OF FRESHLY CUT FLOWERS AND THE NEW HGTV MAGAZINE FOR RENTERS.

2. FULL SHOT: SAME YOUNG WOMAN ENTERS THE APART-MENT, LAYS HGTV MAGAZINE ON COFFEE TABLE IN LIVING ROOM, AND PROCEEDS WITH FLOWERS INTO A DIMLY LIT, MINIMALLY FURNISHED KITCHEN.

3. FULL SHOT: YOUNG WOM-AN GETS A VASE, GOES TO SINK AND FILLS IT WITH WATER, THEN ADDS THE FLOWERS. SHE MOVES TO THE KITCHEN TABLE AND SITS THE VASE IN THE MIDDLE OF IT.

AUDIO: YOUNG WOMAN HUM-MING. SOUNDS OF WATER RUN-NING.

4. CU: AS THE VASE IS PLACED ON THE TABLE, COLOR “SEEPS” FROM THE VASE AND “PAINTS” THE PLAIN, BORING TABLE A VIBRANT YELLOW. ZOOM OUT: REVEALING THE ENTIRE KITCHEN HAS BEEN TRANS-FORMED WITH COLOR AND NEW DÉCOR.


Television Execution: “Home” :605. MCU: YOUNG WOMAN IS PLEASANTLY SURPRISED AT THE TRANSFORMATION, SMILING, AND LOOKS AROUND TAKING IN HER NEW SURROUNDINGS.

6. MCU: YOUNG WOMAN, STILL SMILING, MOVES INTO THE SPARSELY DECORATED LIV-ING ROOM. SHE FLUFFS A FEW THROW PILLOWS, BEFORE SHAK-ING OUT A THROW TO FOLD IT. AS SHE SHAKES THE BLANKET OUT, THE ENTIRE THING COVERS THE FRAME.

AUDIO: YOUNG WOMAN HUM-MING HAPPILY.

7. FULL SHOT: THE BLAN-KET COMES DOWN TO REVEAL A STYLED AND DECORATED LIVING ROOM, FULL OF PERSONALITY AND COLOR.

8. CU: THE YOUNG WOMAN IS AGAIN SURPRISED AND SMIL-ING. SHE THEN GRABS HER HGTV MAGAZINE OFF THE COFFEE TA-BLE, AND SINKS DOWN INTO THE COUCH.

VO: You don’t need a house to have a home.


Television Execution: “Home” :609. CU: THE BACKGROUND OF THE WOMAN ON THE COUCH IS BLURRED OUT. AN IMAGE OF THE COVER OF HGTV MAGAZINE APPEARS ON SCREEN WITH THE TAG-LINE, “DESIGN YOUR OWN DREAM.” BELOW IMAGE AND TAGLINE, THE TEXT READS, “AVAILABLE AT NEWS-STANDS NOW OR VISIT HGTVMAGA-ZINE.COM FOR SUBSCRIPTIONS.”

VO: Design your own dream with HGTV Magazine. Now available on newsstands everywhere or via sub-scription at HGTVMagazine.com.

Design your own dream.Available at newsstands now

or visit HGTVMagazine.com

for subscriptions.


Proposed Website - HGTVMagazine.com

HGTV Magazine does not currently have its own website, so the goal during the

re-branding process is to create one to maintain the magazine’s image online. Because

the magazine is refocusing its target audience as 25 to 34 year old females, a website

will be an important component for the brand, as many readers in this age group seek

information out via the Internet. The domain name will be HGTVMagazine.com. This will

separate the magazine from the rest of HGTV.com yet maintain brand recognition.

HGTV Magazine is positioning itself as the go-to source for design ideas and

tips for renters. The tone of the brand is unique and energetic, as well as helpful, so the

website needs to reflect this tone. In order to showcase the uniqueness and energy of

the brand, a bright and vibrant color scheme is ideal. It should be balanced with neutral

tones for the background, with pops of color for menus, navigation, and some text.

The header for the page should showcase the HGTV Magazine logo in the top

left corner, with the tagline “design your own dream” balancing it out on the right. The

tagline should be in a scripted or handwritten typeface and must be easily readable. The

header should stand out from the rest of the page, perhaps by having a colorful pat-

HGTV MagazineMemo

Date: 10/07/2013

Re: HGTV Magazine’s new website


Proposed Website - HGTVMagazine.comterned or textured background. The rest of the background on the page should remain

neutral, but can have a complementary pattern or texture, as well.

Below the header, down the left side of the page should be the navigation menu

that includes various links: DIY projects, apartment listings, “Welcome Home” blog,

HGTV Home, a design gallery, and subscription form.

To the right of the menu, centered in the page should be a slideshow of four

rotating photos. Two of photos in the slideshow will be photos used in the magazine for

specific articles or features and will link to the corresponding article, allowing the site

visitor a more extended look into what the full magazine has to offer and hopefully per-

suading the visitor to subscribe. One photo will feature a room from the design gallery,

and the fourth photo will showcase a DIY project and link to it.

On the far right of the web page will be a box with the heading of “I dream of...”

and inside the box will be submissions from users. This will help bring personality to the

website and will encourage engagement from site visitors. Below this box will be buttons

to take visitors to Facebook, Instagram, Pinterest, and Twitter pages for HGTV Magazine.


Proposed Website - HGTVMagazine.comMock-up

Color palettes

Design your own dream.®Design Gallery

DIY Projects

Welcome HomeBlog

HGTV Homeproducts

ApartmentListings

Subscribe

I dream of...traveling the

world.- Kaitlyn R.


New and Emerging MediaSocial Media Proposal:

HGTV Magazine will have its own presence on social media, separating itself

from HGTV to better serve its target audience of renters. Renters are the focus of the

magazine and shouldn’t have to dig through content geared toward homeownership in

order to find one or two articles related to apartment living, as they would if HGTV Mag-

azine remained under the umbrella of HGTV.

Social media is very popular among the target audience, and is a very powerful

tool for HGTV Magazine to utilize in its marketing practices. Social media offers two-way

communication, which helps build relationships and brings a human feel to a brand.

Consumers feel more connected to a brand when they can initiate conversation instead

of just having marketing messages thrown their direction. Because of the two-way

communication social media provides, consumers feel more valued and don’t feel as if a

brand is just after their money.

Engaging with a brand on social media could leave consumers wanting to learn

more, i.e. prompting consumers to subscribe to HGTV Magazine or purchase it at a

newsstand.

Social media is great for running contests and offering special deals. These con-

tests and special offers can be exclusive to social media followers, which, in turn, makes

the consumer feel more special and valued.

HGTV Magazine should focus on these four social media networks: Pinterest, In-

stagram, Facebook, and Twitter. HGTV Magazine will also have its own blog titled “Wel-

come Home.”


New and Emerging MediaPinterest:

Females dominate Pinterest: 68.2% of users are women. In regard to the target

market, 6% of 18 – 25 year olds use Pinterest, but the largest group is 26 – 34 year olds

at 28%. The average time spent on Pinterest per month is 405 minutes per user (“User

Activity,” 2012). Considering this data, HGTV Magazine would do well to put efforts into

marketing on Pinterest.

Pinterest is an online pin board where users can “pin” or bookmark ideas and

images from all over the Internet for future reference. Each pin is an image and typical-

ly links to a blog, a news article, a recipe, a product, etc. Because of Pinterest’s visual

nature, it would be an ideal way to give renters a taste of what HGTV Magazine can offer

them.

Ideas for Pinterest include boards covering do-it-yourself (DIY) projects; design

inspiration; popular color schemes, patterns, and textures for home decorating; enter-

taining on a budget; hosting a party without aggravating the neighbors; holiday decorat-

ing; and even recipes.

HGTV Magazine could use Pinterest to hold a contest for users, called a “Pin to

Win.” The concept is to have users create their own boards titled “My Dream Home” and

pin design ideas they would like to use in their apartments. Users’ boards must contain

at least five pins to be eligible, users must follow HGTV Magazine on Pinterest, and users

must use designated hashtags on the pins. The winner of the Pin to Win contest will be

chosen by HGTV Magazine and will receive a $500 gift certificate to use on HGTV Home

products.


New and Emerging MediaInstagram:

Instagram is another heavily visual social media site. It is preferred by women

as well: 16% of females use Instagram. Twenty-eight percent of all Instagram users are

18 – 29 year olds, and approximately 19% of 30 – 49 year olds are also using the service

(Widrich, 2013). Users spend an average of 257 minutes per month each on Instagram

(Smith, 2013).

Instagram would be ideal for sharing photos of furniture, home décor, design

inspiration, color inspiration, etc. Instagram is another site ideal for engaging followers

through contests. HGTV Magazine could hold a photo contest exclusive to Instagram

followers and encourage followers to upload their photos of a room in their apartments

in need of a makeover. Followers will upload these photos, mention @hgtvmagazine and

use a hashtag such as #mydreamapartment to be considered for entry into the contest.

Followers will also be required to explain briefly why the room needs a makeover and

what the idea of home means to them. The user whose photo receives the most “likes”

will be considered the winner and will have that room made over by an HGTV design

expert.

Facebook and Twitter:

Facebook and Twitter are also popular social networks among the target audi-

ence. Females make up 60% of all Facebook users, and 57% of all Twitter users. Twen-

ty-nine percent of 18 – 25 year olds use Facebook, compared with 13% of the same age


New and Emerging Mediagroup who uses Twitter. Usage is higher among 26 – 34 year olds, with 23% using Face-

book and 30% using Twitter (“User Activity,” 2012).

HGTV Magazine can use Facebook and Twitter to link to content on the website,

HGTVMagazine.com. HGTV Magazine can also share relevant information from outside

sources on topics such as apartment hunting and top cities for renting. Facebook and

Twitter are also easy networks on which to share content from followers.

HGTV Magazine can use Facebook and Twitter to promote subscriptions to the

magazine by offering a free gift to new subscribers who sign up using a special promo-

tional code only available to Facebook and/or Twitter followers. This will make these fol-

lowers feel like “insiders” and more special because they were offered an exclusive deal.

“Welcome Home” Blog:

The “Welcome Home” blog is a resource for renters which features content from

HGTV Magazine employees on the topic of apartment living. Topics can range from pros

and cons of renting to where to shop for home décor items and furniture to insider ad-

vice for apartment, and even house, hunting to reviews on DIY projects (Is it easy? Can it

actually be done? Tips and tricks that make the project easier?).

A blog by HGTV Magazine employees will help consumers see HGTV Magazine as

a friendly source of information, and different employees will have different viewpoints

and various sources of inspiration, which lends to the uniqueness of the brand itself.


ConclusionFor HGTV Magazine to reposition itself as the source for design information for

renters, the magazine needs to employ various strategies and tactics to move away from

being known as a glossy-paged extension of the homeowner-focused television network.

HGTV Magazine should recognize the opportunity to market itself to renters, because a

design magazine for those living in apartments is a fresh concept. The new HGTV Mag-

azine offers a unique perspective and helps renters be more confident and forge their

own paths, instead of following in homeowners’ footsteps or feeling left out because

they’re not living out the “American Dream.”

The new HGTV Magazine is about embracing one’s personality, not only in inte-

rior design, but also in life. HGTV Magazine is like that friend every woman has who is

always there for support and encouragement. In order to be that friend who is always

available, HGTV Magazine must literally always be available – and available in more plac-

es. Relying on a hard-copy publication is a thing of the past; HGTV Magazine needs to

be available on digital platforms such as, but not limited to: the Apple iPad, Barnes and

Noble NOOK, and Amazon Kindle. Being available also means a new website that pro-

vides more than just a sign-up form for a yearly subscription. The target audience seeks

out information online, and HGTV Magazine needs to be accessible to these women.

Women value relationships, and HGTV Magazine needs to build a lasting rela-

tionship with the target audience. The best way to build on this relationship is by always

listening and responding to these women’s wants and needs, offering advice, and always

encouraging them to design their own dreams.


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Photo credits:Conceptual visual (fish): Photo courtesy of David Malan, retrieved October 21, 2013

from http://www.gettyimages.com/detail/photo/one-fish-swimming-in-opposite-direction-to-school-royalty-free-image/153391673

Conceptual visual (pinata): Photo courtesy of Jeffrey Coolidge, retrieved October 21,

2013 from http://www.gettyimages.com/detail/photo/smashed-donkey-pinata-on-floor-with-candy-high-res-stock-photography/sb10064839y-001


ReferencesDirect mailer photo: Photo courtesy of Robert Daly, retrieved October 21, 2013 from

http://www.gettyimages.com/detail/photo/friends-relaxing-in-new-home-royal-ty-free-image/175139786

Print ad photo: Photo courtesy of Cavan Images, retrieved October 20, 2013 from http://www.gettyimages.com/detail/photo/two-women-having-cheese-and-wine-high-res-stock-photography/174408794

Website slideshow image: Photo courtesy of Mel Curtis, retrieved October 21, 2013 from http://www.gettyimages.com/detail/photo/artists-loft-in-seattle-washing-ton-high-res-stock-photography/174377153

Color palettes:Neutrals created by: dss358, retrieved October 7, 2013, from ColourLovers.com, http://

www.colourlovers.com/palette/1434211/Neutrality

Vibrant created by: electrikmonk, retrieved October 7, 2013, from ColourLovers.com, http://www.colourlovers.com/palette/1930/cheer_up_emo_kid


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