A one-off brand extension to the National Magazine Company’s House
Beautiful is set to hit the newsstands on 17 April.
The magazine, called The Complete Guide to Decorating and Design, is
aimed at DIY enthusiasts and is timed to coincide with Easter holiday
It will offer help for decorators, makeover solutions for every room in
the house, hints on how to use colour and easy weekend DIY projects.
The 140-page glossy has a print run of 170,000. It contains a 21-page
makeover section, 24 pages of ads, and retails for pounds 2.50.
Advertising was sold by the five-strong House Beautiful team overseen by
ad director Ian Adkins.
The same base of advertisers who use House Beautiful were targeted and
Adkins said the extension had been positively received. However, he
conceded that the title, with an 85 per cent editorial ratio, offered
exceptional reader value.
Advertisers include Smeg cookers, Sealy beds, Neville Johnson home
offices, Great Mills DIY sheds and the British Carpet Manufacturers
A new advertiser, the bedroom supplier Hulsta, has also been enticed
into the magazine and Adkins is hopeful that any future edition of the
brand extension will attract new clients.