MEDIA: IDEAL HOME: AN EXPERT’S VIEW - Ideal home is packed full of great ideas for redecorating your abode, Sue Oriel writes

My consumption of home interest magazines seems to rise in direct proportion to the level of activity I have got on with the decorating and building trades. So, with a minor renovation project under way at present, Campaign caught me at a pretty good moment.

My consumption of home interest magazines seems to rise in direct

proportion to the level of activity I have got on with the decorating

and building trades. So, with a minor renovation project under way at

present, Campaign caught me at a pretty good moment.



Wallpaper, Homes & Gardens, World of Interiors (real hardcore house

pornography, this one) and Ideal home are pretty staple reading. So

what’s so special about Ideal home that the Periodical Press Association

named it as consumer magazine of the year?



Well, for starters, it has a nice balance of snippety style articles and

longer, more in-depth features. For a solid read with all the products

usefully sourced, there were articles on colour scheming, decorating

with seashore shades and filling your home with florals - although I am

now terribly confused as to whether we should be chucking our chintz out

or in.



For the grazing reader, you can enjoy a good laugh over the good ideas

section. Headed ’all you need is a little free time’, I have to admit

struggling to imagine who it was who had enough free time to ’cover coat

hangers with wadding and gently gathered fabric’, or ’simply hem

organdie to make a runner for your dining table’.



Back in the real world, the online bargains listing was useful and added

a touch of modernity, but the article on choosing the right video

recorder surely would have been more usefully devoted to selecting a DVD

player.



The inevitable conservatory feature was nothing special but no doubt

hauled in the advertisers.



I thought the gardening sections were great. They had enough depth and

practicality to make you want to try things out, especially the gorgeous

campanulas feature, without being shallow and patronising to those who

know a little bit.



The ’Ideas for outdoor living’ article featured the dreaded word

’decking’ just a little too much for my liking, although all the range

of garden styles used were lovely.



I felt that promoting this section as a second free magazine, however,

was a bit optimistic given that it was only 32 pages long.



Finally, the cooking part. Easy to make, unusual salads, some simple

entertaining ideas that actually were simple and a feature piece on

Middle Eastern dishes. Yummy.



I thought the layout suffered a little towards the back of the magazine,

becoming interspersed with random ads. Part of the appeal of these

titles is the ads and I don’t think advertisers need fear a

concentration of messages, especially when the benefit of uninterrupted

features is so great.





Publisher IPC Southbank

Cover price pounds 2.20

Frequency Monthly

Circulation 254,427

Full-page colour ad pounds 10,450

Advertisers include De Beers, Laura Ashley, Neff, Brintons



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