Media briefing with Ideal Home

20 June 2017

Ideal Home has a great relationship with bloggers, stylists and PRs alike. As Britain’s best-selling monthly home interest magazine – with a circulation of 158,000 – its pages can provide great exposure for a wide range of home, retail, tech, fashion and style brands.
This morning, senior members of Ideal Home’s editorial team shared their insights with a packed room of communicators and PRs about its content, its readers and the best ways to work with the magazine.
A lot of ground was covered during the briefing. Here are just some of the key points that PRs should know:
1. It has three main categories of reader
Ideal Home’s editor Vanessa Richmond says there are three types of reader the magazine creates content for. First, there are the “busy mums” who are short on time and space, and obsessed with storage. Next, there are the “style conscious starters” who are more likely to rent and have a brave, expressive style. Finally, there are the “active empty nesters” who want to experiment and redecorate now their kids have left home.
2. The print edition is planned months in advance
The magazine’s print edition is planned five months in advance, with production running around three months ahead of time. “It’s actually too late for the September issue,” explains Richmond. “November will be planned this week and we’re already thinking about Christmas.” Digital editor Amy Cutmore says the website is a little more “fast and dirty.” Each month is planned based on seasonal topics and trending keywords, with content being scheduled at daily morning meetings.
3. Great photography is essential
The magazine prides itself on delivering top quality picture content. Its readers want great photos, design ideas and a window into other people’s homes. “This all stems from the redesign that we did last year,” says Ginevra Benedetti, associate editor. “We’ve made the pictures bigger in the magazine and cut down a lot on copy.” She adds: “You could have the most amazing product ever. But unless the photography is good, we can’t feature it.”
4. Dos and don’ts of pitching
The team loves hearing about news stories from high street retailers. They’re looking for new brands, new launches and home improvement ideas. Home transformations and renovations are obviously a perfect fit. But so are stories about practical innovations, solutions and home tech products. However, they are not interested in pitches from interior designers or products their readers can’t afford to buy.

Ideal Home has a great relationship with bloggers, stylists and PRs alike. As Britain’s best-selling monthly home interest magazine – with a circulation of 158,000 – its pages can provide great exposure for a wide range of home, retail, tech, fashion and style brands.

This morning, senior members of Ideal Home’s editorial team shared their insights with a packed room of communicators and PRs about its content, its readers and the best ways to work with the magazine.

A lot of ground was covered during the briefing. Here are just some of the key points that PRs should know:

1. It has three main categories of reader

Ideal Home’s editor Vanessa Richmond says there are three types of reader the magazine creates content for. First, there are the “busy mums” who are short on time and space, and obsessed with storage. Next, there are the “style conscious starters” who are more likely to rent and have a brave, expressive style. Finally, there are the “active empty nesters” who want to experiment and redecorate now their kids have left home.

2. The print edition is planned months in advance

The magazine’s print edition is planned five months in advance, with production running around three months ahead of time. “It’s actually too late for the September issue,” explains Richmond. “November will be planned this week and we’re already thinking about Christmas.” Digital editor Amy Cutmore says the website is a little more “fast and dirty.” Each month is planned based on seasonal topics and trending keywords, with content being scheduled at daily morning meetings.

3. Great photography is essential

The magazine prides itself on delivering top quality picture content. Its readers want great photos, design ideas and a window into other people’s homes. “This all stems from the redesign that we did last year,” says Ginevra Benedetti, associate editor. “We’ve made the pictures bigger in the magazine and cut down a lot on copy.” She adds: “You could have the most amazing product ever. But unless the photography is good, we can’t feature it.”

4. Dos and don’ts of pitching

The team loves hearing about news stories from high street retailers. They’re looking for new brands, new launches and home improvement ideas. Home transformations and renovations are obviously a perfect fit. But so are stories about practical innovations, solutions and home tech products. However, they are not interested in pitches from interior designers or products their readers can’t afford to buy.


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