NEW YORK: Hearst Magazines will take a mobile version of the Good Housekeeping Research Institute – the group that awards the “Good Housekeeping Seal” – on an 11-market consumer awareness tour this fall.
The publisher is conducting the tour from September to next May to demonstrate the seal's relevance on its 100th birthday, and its value during a recession, said Patricia Haegele, SVP and publisher of Good Housekeeping.
“The seal, in its format today, is more viable than ever for consumers to know what brands they can trust and their value,” she said. “Was the tour launched because of the economy? No. But was it encouraged in part because of the economy? In many ways, yes, because the economy has left us wanting to know more about products.”
Although Good Housekeeping has a core readership demographic of women with children, the institute in Hearst's Manhattan offices attracts a large number of men, Haegele said.
Hearst will concentrate the tour in the Midwest and will target markets that attract large numbers of consumers, such as Minnesota's Mall of America on Black Friday, Haegele said. Hearst is still finalizing a number of tour stops.
The publisher will also launch a microsite for the tour, and will conduct media outreach to local print, online, broadcast, and radio consumer outlets in the tour's destination cities, said Alexandra Carlin, director of PR for Hearst Magazines. Hearst's internal communications team is handling the tour, she added.
Good Housekeeping disclosed last month that it will increase its trim size by about 10% next January, raise its cover price from $2.50 to $3.49, and reduce its rate base from 4.6 million to 4.3 million subscribers, according to Folio magazine. It is the second-largest-circulation women's monthly in the country, after Better Homes & Gardens.