Remember last fall when we told you about Meredith launching a new title with The Property Brothers? Well, hang on to your paint swatches because we’ve just seen the cover of the first issue.
“Meredith Corporation this morning did a big reveal: It released the cover of … Reveal, the inaugural issue of its glossy collaboration with Drew and Jonathan Scott of HGTV ‘Property Brothers’ fame,” writes the staff at AdAge.
“The name of the quarterly magazine is, of course, a play on what the Scotts do on TV: show off the results of an elaborate home renovation in a dramatic moment near the end of every episode of their hit show,” the article continues.
“We still get so excited right before we open the doors to reveal a family’s new dream home,” Jonathan Scott said in a statement, “and this magazine gives us that feeling too.”
The name is a stroke of marketing artistry and reflects Meredith’s understanding of their target audience, something we’ve come to expect from the publisher.
“We’re excited to launch the new year with this empowering brand from the lively Scott brothers and get it into consumers’ hands,” Meredith Magazines President Doug Olson said in a statement. “The advertiser interest has been overwhelmingly positive.” ADT, Arm & Hammer, B&G Foods, Delta, Kohler, Marvin and Tyson are among the brands that advertise in the first issue, which just hit the newsstands.
If this magazine is anything like Meredith’s other lifestyle brands, we can expect it to do really well. When they launched the wildly successful Magnolia Journal in 2016, leveraging Chip and Joanna Gaines’ 5 million-strong fan base on HGTV and social media, they sold out 400,000 copies in a week. The publisher understands the niche-style appeal of personalities and has figured out how to leverage that appeal into big market numbers. And the Scott brothers ought to feel right at home there.
“The Scotts are not just rising multimedia moguls, they’re retail powerhouses. Their company, Scott Brothers Global, produces a line of furniture, home décor, textiles and bedding sold by outlets including Kohl’s, Lowe’s, Wayfair and Amazon,” the article continues.
If you see a copy, grab it. It might not be there tomorrow!