Nicki Mendonca says the new-look Ideal Home has found a balanced formula
The long-awaited repositioning of Ideal Home is like a breath of fresh
air. Seventy six long years after the magazine’s launch, its new editor,
Sally O’Sullivan, should be commended for realising that although most
women are genuinely interested in having a beautiful home, they also
have a full and rewarding life outside of it.
Having purchased a three-bedroomed detached house last month and
consequently become thoroughly immersed in the home interest market, I
find the new-look Ideal Home quite refreshing and rather honest. I am at
last able to investigate the latest ‘table lamp and sofa best buys’ amid
articles on fake tans and fashion shots.
The June issue of Ideal Home opens with a welcoming letter from
O’Sullivan, detailing her assortment of new recruits, the change in
editorial style and the redesign. One of the magazine’s new stars is the
gardening editor, Pippa Greenwood, who has been poached from Gardener’s
World - quite a coup.
Then there’s an amusing column by Sandy Toksvig, who recounts how Angela
Sandler of the Federation of Image Consultants inspected her wardrobe.
However, in my view, the surprising piece de resistance comes in the
form of a voyeuristic but honest look at some rich and famous people.
If that was not enough, the new issue is packed with best buys, a
creative cookery guide, Which? consumer reports on regional house prices
and a Home of the Month feature.
All of this at a special cover price and a 15 per cent discount card
from Laura Ashley. What more could you possibly ask for?
Nicki Mendonca is a media planner/buyer at Leo Burnett