Bauer Media has announced the launch of homes+, a new monthly home and lifestyle magazine brand aimed at home decorators and renovators.
homes+ will sit alongside Bauer Media’s existing homes titles, Belle, Australian House & Garden and real living.
Brendon Hill, publisher, Bauer Media Specialist Division told AdNews that there was a gap in the market in the home and lifestyle space for people who wanted to see how real people live in real homes.
“There was a gap that was more about how people live in their homes and really putting the reader at the core,” he said.
“There's a real appetite for decorating ideas, Australians have always been house proud and there's been a real swell in consumers wanting to know more.”
Hill isn't concerned about the other players in the market sighting the resurgence of the home and lifestyle category off the back of popular television shows and believes that Bauer's other offerings in the space will only give consumers a wider range of ideas.
“We know the category is in growth and there's a demand for its content, people have a real appetite for content featuring real readers.”
Hill would not be lead on advertisers, however, he told AdNews that all feedback in this early stage has been positive and the unique title would not be a hard sell to advertisers.
“There's a real growth category in home and we think we can offer advertisers the whole breadth of consumers they require by adding this to our portfolio,” he said.
Editor in chief of the new title Deborah Bibby, said, “Style is for everyone and your home is about making you happy. homes+ will celebrate real down-to-earth Aussie style. It will engage the reader by helping organise their lives with accessible, practical, fun and easy ideas on decorating, renovating, cooking, gardening and other topics.”
Bibby will also oversee fellow Bauer home maker title real living.
Bauer will support the August launch with a cross platform marketing push.
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