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At nearly 100 years old and with the highest circulation of any British home interest magazine, it’s undeniable that Ideal Home is one of Britain’s best-loved magazines – not to mention one of ours. We’re great friends of the title here at Hillgate, so when Gorkana announced a briefing with editor Vanessa Richmond, associate editor Ginevra Benedetti and digital editor Amy Cutmore, we jumped at the chance to attend.
First things first – who is the current Ideal Home reader? According to Vanessa, there are three key demographics. “Busy mums” who are short on time and space, and obsessed with storage. Next, there are the “style conscious starters”, who are more likely to rent and have a brave, expressive style. Finally, the “active empty nesters” are older readers who want to experiment and redecorate now their kids have left home.
It was interesting to hear the team discuss the importance of high-quality photography – something that we know the team rely on, but that so many brands can often neglect.
Like with other consumer titles, Ideal Home prides itself on delivering top quality picture content to 158,000 readers (and 1.1 million unique users online worldwide) – and it’s here that brands can really help the team.
“This all stems from the redesign that we did last year,” says Benedetti. “The things we learned from all the readership groups we spoke to were that the things they wanted us to strip back on the lifestyle content. They just wanted more pictures.”
“You could have the most amazing product ever. But unless the photography is good, we can’t feature it.”