Joanna and Chip Gaines, of HGTV's Fixer Upper fame, are known for entering dilapidated relics of the past and restoring them to their former glory. Now, they're taking their talents to the newsstand.
Meredith Corp. announced today the launch of a new quarterly lifestyle magazine in partnership with the Gaineses, focused on home decorating, gardening, food, and outdoor living.
The magazine, which doesn't yet carry a finalized title, will hit newsstands in October with an initial run of 400,000 copies. Themed "Hospitality," the debut issue will carry a $7.99 cover price.
Meredith's Des Moines-based Special Interest Media group will produce much of the launch issue. On the publishing side, the new title will fall under Better Homes and Gardens and Martha Stewart Living publisher, Christine Guilfoyle.
Regular features will include columns by both Joanna and Chip Gaines, showcases of products, recipes, and ideas, and updates from the couple's Magnolia Market in Waco, Texas.
"We are thrilled to be teaming up with Joanna and Chip on a new lifestyle magazine," said Tom Harty, president of the Meredith National Media Group, in a statement. "They have a broad appeal to women across generations, including Millennials and Baby Boomers alike. We believe advertisers will jump at the opportunity to reach such a strong and passionate consumer."
It's easy to see why the Gaineses would be an attractive personal brand to partner with for Meredith, which claims to reach more than 100 million women and nearly three-quarters of female Millennials in the U.S. each month through its magazine group. Fixer Upper's season three finale, in March, was HGTV's fifth-highest-rated telecast of all time, according to the network, and the show was the top-rated Tuesday night primetime cable program among viewers aged 25 to 54.
Staff for the new title will be based primarily in Meredith's Des Moines and New York offices, working closely with the Gaines' staff in Waco.
A Meredith spokesperson wouldn't give details on any plans for expanding the untitled magazine brand beyond print and into digital media, events, or video, but given Meredith's announcement earlier this week teasing big plans for video production, it's difficult to imagine that putting the TV-friendly couple in front of the camera won't be in the cards at some point.
