Name: Kitty Morgan
Title: Executive editor
Outlet: Better Homes and Gardens
Preferred e-mail address: firstname.lastname@example.org
Web site: http://www.bhg.com/
Kitty Morgan, executive editor of Better Homes and Gardens (BHG) since 2006, oversees content planning and creation for the magazine. She spoke with PRWeek about why BHG is so popular and the best ways to reach women readers.
PRWeek: Data from Mediamark Research, released last week, found that BHG was number three in magazine circulation, with 7.66 million subscribers, and number two in audience, with 39 million. To what do you owe this popularity?
Kitty Morgan: The magazine has been around for 80 years, so it's been able to build a real iconic presence for American homeowners. It has always changed with the times, but I think particularly right now, people are looking for ways to control their own worlds. In light of the recession, it's not always fun out there in the big world.
PRWeek: What are some of the trends you're following?
Morgan: The big trend would be, of course, people are not building new homes; the new home business is down. People are looking for ways to make the best of what they have. We're finding people are very interested in doing things that are simple, often cost-efficient, and actually often reusing what they have. The whole popularity and trendiness of green, of eco-friendly living, that trendiness is now over, and the reality that you can actually reduce, reuse, and recycle is very practical. I think a lot of our readers are embracing that.
[Readers are] also cooking. Our food trend survey that came out earlier this year found an enormous interest in cooking for our readers above the national [level of] interest, but even the national interest has been growing. I don't think it's simply that people don't want to eat out and want to save money, [but] that's part of it.
PRWeek: What are some of the ways PR pros can help BHG with its stories?
Morgan: We're very interested in anything that helps people save time. We're also interested in green products. We found there's a lot of interest with our readers, and often they don't know very much about it.
Also, we're a magazine about style, so things that are stylish [are helpful], but at a price point that's reasonable. We also include beauty and fashion in the magazine, so we're… interested in those products. Finally, we do cover a number of other lifestyle issues.