Despite a downward circulation trend with many magazines, Scripps Networks Interactive Inc.’s HGTV and Hearst Corp. are teaming up and moving ahead to produce a publication focusing on gardening, food and other lifestyle themes reflecting the cable channel’s programming, discovers Grumpy Editor.
Initial issue of HGTV Magazine is due on newsstands in October.
It marks the second time Scripps and Hearst have partnered.
Three years ago they combined to produce Food Network Magazine, now with a rate base of 1.3 million.
If the October HGTV Magazine issue does well, it will be followed by a January publication.
Interest in those two test issues --- which will carry a distribution of 300,000 each --- will determine if it’s a go for further expansion next year.
Sara Peterson, a former editor of Time Inc.’s Coastal Living, was named HGTV Magazine editor in chief.
The test issues will feature HGTV talent offering readers tips, tricks and expertise and a behind-the-scenes look at their cable shows.
HGTV President Jim Samples said he expects the collaboration with Hearst “will resonate with our millions of viewers, as well as with new consumers who are passionate about their homes and the lives they live in them.”
Scripps Networks Interactive’s other brands include DIY Network, Travel Channel, Cooking Channel and country music network Great American Country.