PLEASANTVILLE, NY: Reader's Digest Association (RDA) plans to launch a new home magazine aimed at an under-30 crowd later this month. In its media outreach efforts it is acknowledging the tough environment but emphasizing it believes these young property owners are an untapped audience. Fresh Home magazine will launch February 27.
The effort is aided by Coburn Communications, which is reaching out to trade and consumer outlets, as well as using Facebook, Twitter, and blog and Web site outreach, said William Adler, VP of global communications at RDA. It hopes to reach the quarterly publication's target audience of women in their 20s and 30s and young couples with the news of the launch.
Adler explained that although shelter magazines, such as the recently shuttered Domino, have had a difficult time during the recession, RDA's market testing and a company survey showed that there is an audience of young property owners trying to improve their homes on a budget.
“We're targeting do-it-yourselfers who are budget conscious to start with… and these are people who are looking for sample projects that they can do – projects between beautification and a do-it-yourself project,” he said. “What they are interested in is advice; they are not paying for a designer to come in and make the changes.”
An RDA survey found that 73% of all 2008 home-improvement projects were do-it-yourself efforts and that eight in 10 women want to do more home improvement projects.
Coburn also works on a number of RDA's other publications, and part of this effort will include cross-title promotions and work with other agencies, said Adler. Coburn is AOR for RDA's Every Day with Rachel Ray, and it was retained last November for the launch of Dollar Savvy magazine. RDA also works with Krupp Communications on Taste of Home and CarryOn Communications on allrecepies.com. It recently hired RF Binder as AOR for its Food & Entertaining Affinity division.
Coburn referred requests for comment to Adler and other RDA representatives.