The cover to the 2010-2011 Annual Edition of Southern New England Home magazine.
This magazine has appeared on the shelves of magazine carriers throughout southern New England and New York City for the past six years.
It acts as an ideal marketing resource for many local businesses. Architects, interior designers, real estate brokers, mortgage brokers, contractors and builders, landscape designers, retail home goods stores, and even custom painters advertise in the Southern New England Home magazine. With all these trusted retailers and services, it is a great resource for homeowners in southern New England.
The magazine is visually appealing, targeting the limbic brain, with many advertisements and articles on featured designers and critiques on products and services. The magazine's gorgeous photography of homes inspires readers to do DIY projects on their own home and provides local resources to contact all the help needed to see a project through.
An interior featured in Southern New England Home magazine.
All of the looks within the 192-page magazine are upscale and custom, but they appeal to a wide range of personal styles. The designs are mostly nautical and light, but some are contemporary and modern.
Recently, the magazine is trying to expand into a television program. On YouTube, there are two pilots for the series that are pretty dry but show a remarkable transformation of a kitchen space. They use plain folk and beautiful people as an appeal.
Part 1 & 2 from Southern New England Home's Remodeling sample pilot.
Lighthouse Publications, out of Hyannis, MA publishes multiple regional and demographic edition magazines including: Southern New England Living, Southern New England Weddings, Golf & Leisure on Cape Cod, Cape Cod Travel Guide (Martha's Vineyard & Nantucket), and Home Remodeling (Cape Cod, the Islands & the South Coast).
The target market of Lighthouse Publications magazines is adults ages 25-65 who have an annual income of $100,000 or more. It also attracts recent homebuyers or people who are financially able to remodel their home to suit their needs. It is also for empty-nesters who are down sizing and remodeling new homes to finally have the dream home they always wanted. To appeal to empty-nesters, Southern New England Home focuses uses nostalgia. Finally, it catches the eye of designers and people who are equally interested in design, such as myself.
As a marketing major in the advertising track, the magazine's business model is of great interest to me. Lighthouse Publications' website offers all the scientific evidence, research, and feedback from Southern New England Home readers. It offers information on how to appear in the magazine and get an ad published, information on where it is distributed, and ensures an increase in revenue for a company if they choose to work with Lighthouse Publications.
This quote from a Southern New England Home reader best sums up the success this magazine has found in its six years of publication:
"We used to live in Rhode Island and I have been collecting your magazine since it's debut. I constantly reach for them for inspiration and I find something new each time I look through them. They are always fresh too, a hallmark of great design! We return to visit now and then and I enjoy shopping with many of your fine retailers. Keep up the good work, you are a cut above anything else I have seen!" - Mary - A Southern New England Home Reader
Feedback like this for any annual magazine is truly remarkable. Especially for a magazine run mainly on advertising.
What a beautiful magazine, Kayla.
ReplyDeleteIt makes me want to move to Connecticut.
Ha.
Excellent use of our power tools here - I like the plainfolks'y testimonial here, and your analysis is first rate.
Bravo!
Phineas