MEDIA: Ideal Home boosts consumer offering

Ailsa MacDonald has joined IPC's 229,700-selling monthly Ideal Home

as assistant editor.

The former features editor at The National Magazine Company's decorating

title House Beautiful now reports direct to editor Isobel


MacDonald, who is credited with strengthening 200,000-circulation

monthly House Beautiful's features during her time there, is tasked with

developing the consumer offering of Ideal Home.

To that end, another appointment is in the pipeline, to work under

MacDonald. 'We've had a freelance consumer editor but need to appoint

one to give (consumers) a bit of love and care in-house,' McKenzie-Price


Along with real homes and decorating, consumer makes up the trio of

sections on which the title has traditionally stood.

Ideal Home is a trusted brand, which makes it ideal for development in

non-traditional areas, she said. Although McKenzie-Price would not

comment on developments planned for this autumn, she is pushing to grow

Ideal Home's reach. This would add to existing brand extensions such as

its online presence, TV channel, and own brand of wall covering. She

pointed to IPC's as an example of an established offline brand

being successfully extended in this way.

MacDonald replaces Sarah Whelan, who has been promoted to deputy


Libby Norman, House Beautiful editor, said MacDonald's replacement would

be announced later this month. 'I will look at the areas the features

editor will cover. There may be variations in responsibility (from

MacDonald's role),' she said.

The remit will not include features on famous people, who are no longer

particularly attractive to House Beautiful readers, she said.

Instead, information on subjects such as mortgages will gain prominence.

'The trick is to present the information in an appealing way,' she said.

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