DMG Home Interest Magazines is relaunching its struggling Perfect
Home magazine at a cost of pounds 1.2 million.
The new-look monthly glossy goes on sale on 4 October with a cover price
of pounds 2. The revamp - by the magazine design specialist Hemphill
Macdonald - features more pages and increased paper weight.
DMG is supporting the relaunch with a TV campaign and extensive
newsstand promotion. Media is handled by Austin West Media, with
creative by Coleman Greensted Thackery.
Last year Perfect Home’s circulation dropped 25 per cent to 67,500 in
the face of competition from new home interest titles, such as Gruner &
Jahr’s Your Home and BBC Good Homes.
The past 18 months have seen a surge in the popularity of the home
interest sector, reflected by the proliferation of TV shows such as the
BBC’s Changing Rooms and ITV’s Better Homes. Sales of titles covering
the subject rose by 22 per cent in 1998.
According to the January to June ABC figures, the leading title is
Redwood’s Homebase Living, with a circulation of 676,200. The National
Magazine Company’s House Beautiful takes second place with 252,124.
Perfect Home publisher and editor-in-chief Julia Smith, said the
overhaul drew on comments made by readers during focus groups. ’(They)
revealed that most people decorate their homes room-by-room, so we’ve
restructured the magazine to reflect this trend.’
Every room and exteriors are given separate sections of the
Each section has its own editor who will be responsible for around 20
’This approach will make Perfect Home the best home interest magazine on
the market,’ Smith claimed.