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 NME.com 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.