Hearst Reveals a New VERANDA the Celebrates 35 Years in Print

In a media world where print has seen a pivot to online and a retrenchment from analog, Hearst’s VERANDA magazine is taking a bold step. In celebration of its 35^th anniversary, the publication is going bold with a redesign of their May/June 2022 print issue – the title’s largest since 2008. “I am thrilled for the opportunity to make the most of what we do best—lush visual storytelling backed by substance—with this larger format,” announced Steele Marcoux, VERANDA’s Editor in Chief, who added, “With this, we’re delivering more value for our consumers, who continue to love magazines,”

Why redesign? According to Marcoux, “It’s all about delivering more value to our consumers who prefer print. Our aim was to make the magazine an overall more luxurious and immersive experience for our readers, with a product aimed to endure.”

With this bold move, VERANDA is embracing the world of luxury print, reimagining the possibilities by introducing a more immersive product with more content. This and other additions and changes turn the magazine into something more like a cherished coffee book, allowing readers to spend more quality time with each issue. “Our loyal audience provided clear feedback that they wanted to see MORE, particularly when it came to us incorporating larger imagery.  Our goal was to deliver our readers more of what actually loved so much: a mix of immersive visuals backed by substance,” he noted.

The editorial team worked hard to choose themes and ideas that bring VERANDA’s unique brand point of view to life. “The spaces and places we feature are warm, inviting, and full of personality. We are leaning in to that and celebrating personality with our new issue themes and franchises,” Marcoux stated.

Part of the inspiration for this pivot is due to the pandemic which, as Marcoux explained, “Made everyone value ‘home’ in a new way.” That, and a plan to deliver more tactile experiences and time away from screens, formed the redesign action plan.  “One of the things I love most about VERANDA is how consistent it has been over the last 35 years,” he said, “Technology has evolved, of course, and that’s reflected in our photography – but the types of home environments has remained steady. We’ve always sought to feature the very best, we’ve never limited ourselves to a certain style, and we’ve always valued bold, personality-filled design above all else.”  In order to make the magazine more immersive, the re-designed magazine is half an inch wider with at least 40% more pages in each issue and the layout now includes more full-bleed images and spreads.

For David Hamilton, VP Sales of the Hearst Design Collection (ELLE DECOR, House Beautiful and VERANDA), the pay-off among advertisers has been immediate. “The reaction has been overwhelmingly positive, and the only surprise is how quickly we’ve seen some advertisers jump in with more second-half activity.  As the saying goes, there’s always money for a good idea … and the redesign is clearly being seen as a good idea,” he stated.

The benefits to advertisers were taken into account with the re-design. “We have restored an ideal ad/edit ratio, so the book has a good balance of editorial content and marketing messages that readers love,” he stated. The recovery from the pandemic has fueled a great resurgence in the luxury market with growth in well-established category advertising. “We have had a great response from advertisers and are already seeing second half growth,” he shared.

And advertiser feedback was carefully considered in any decision-making. “Advertisers, like readers, want strong magazines,” Hamilton explained. “We got a comment from a very long-term advertiser who wanted to see more lush images of beautiful homes, and we really took it to heart.  We love story-telling, but we need space for both the visuals and the text. And, of course, advertisers keep an eye on editorial credits, and larger images draw more positive comments.”

For Hamilton, the best advertiser feedback came from a client who had taken a hiatus. “We presented the plans for the redesign, and her reaction was effusive,” he noted, “She had assumed that our big news would be something digital, and she was thrilled to learn that we were bringing change to print.  Innovation doesn’t have to mean digital, and print still defines luxury,” he added.

From a sales perspective, the pivot was seamless – the target consumer and categories covered remain constant, he explained. “The core advertising business for VERANDA comes from a broad swath of the Home Furnishings market. What they have in common is the affluence of the end-user.”

VERANDA has traditionally delivered lifestyle coverage that focused on design, style and gracious living in general and encompassing categories like jewelry and watch as well as travel.  “We know from reader feedback, as well as product sales, the audience responds to these stories, so we wanted to give even more space to these topics without compromising the beautiful home and decorating content that is VERANDA’s calling card.  Of course the redesign required a great deal of strategizing on the business side, but it was really undertaken with the reader in mind,” Hamilton added.

Hamilton stated that this move by VERANDA could become a motivator for other Heart publications. “Hearst is a print-proud company that is always looking for ways to serve the reader and advertiser.  The company will continue to lead the way into the future of print, and VERANDA is a case study in this constant mission,” he concluded.  

This article first appeared in www.MediaVillage.com

Artwork by Charlene Weisler

 

 

 

Surviving Sandy with “Old” Media

The past week has been a sobering lesson in what works and what doesn’t work during a disaster. My personal experience has been nothing compared to those who suffered grievous losses, some still displaced. It is heartbreaking and we hope that conditions improve immediately. There are many ways to volunteer and contribute 

We think we are connected all the time. We comfort ourselves that with all of our virtual and technological devices we can keep in touch any time any place. And with the ability to access the Internet, we can get the news easily and effortlessly no matter what catastrophe befalls us.  Well throw that idea out the window. 

We lost our electricity at 815p on Monday night. About that time, as my AT&T iPhone was half charged, I could call family and friends to give and receive updates. But the battery drains quickly so I shut it off to save it for the next day. I shouldn't have. The next day I had about half a battery charge left but there was no signal in all of lower Manhattan so there was effectively no service. Isolated on an upper floor of an apartment building as neighbors left in droves, it is remarkable that one can be in the middle of a city but suddenly realize that help was just a little too far away should we need it immediately. 

I am so happy that I am married to a luddite - someone who still has a flip phone and who listens to his transistor radio every morning. Those vital items were our only access to the outside world at home for the week since Hurricane Sandy hit. All of our state of the art devices failed.

Our bundled Time Warner service - including the landline which we keep for emergencies- went out with the electricity.  I guess that "landline" phone will be good for any emergency as long as we don’t lose our electricity. 

My husband’s Verizon flip phone worked beautifully and held its charge through the first four days. He also started to receive text updates from Con Edison as soon as the electricity went out .... which my smartphone never did. 

His trusty transistor radio kept us informed, provided a modicum of entertainment and helped us pass the time when there was not enough light to read. And we subscribe to print magazines. We could catch up on news from print publications and even read all the daily delivered newspapers that our absent neighbors left behind. 

Vittorio, the owner of La Laterna, a local coffee shop on Mac Dougal Street, offered free phone charges from his restaurant's generator. A lifesaver! His restaurant turned into a lively beacon of community in an otherwise dark neighborhood. "Connection" in times of catastrophe takes on an entirely different meaning.

While we worship all the sophisticated and fascinating things that the newest devices provide, when the chips are down, it is the older media and forms of connection that will be there for us. In fact, it may be our only link to the world when disaster strikes.

Predicting Media’s Future From the Side Mirror

One thing that I have learned in trying to predict the future of media is that the rate of change always appears to be occurring much faster than it actually is. Maybe it’s because media industry professionals are immersed in early phases of technology so, just like in a car, objects in our side mirror appear closer than they actually are. 

I recall, for example, my memo from early 2004 predicting that set top box data would help revolutionize television measurement. Or in 2005 when I pressed our COO to secure online rights and add original content to our websites because within the next five years we will all be watching television via the IP. I still say that I am right … and maybe it will happen one day soon. 

As part of my interview series for TV Board, I always ask respondents for predictions – “Where do you see the media industry in the next five years.” The responses are as varied as they are fascinating. In early 2012, I looked back at their 2009 predictions and was very impressed. View all my TV Board interviews here in my blog.

Looking in my side mirror and realizing that things appear closer than they actually are, here is my contribution to the future of media prognostications:

11.   Set-top-box data measurement will continue to integrate into the currently accepted media measurement and within five years will be an integral part of the currency….if it is not made totally obsolete by IP data coming in from Connected TVs!

22.  New metrics will be created, resulting in a more official transition away from standard age / gender as the industry standard for posting purposes. The full transition comes when the standard posting systems are able to accommodate the new data. Since Mediaocean is beginning to incorporate STB data into their system and Experian and Polk are routinely appended to datasets, I see this happening sooner rather than later.

   3.  Mobile will be firmly entrenched as a transactional tool rather than as a major video viewing option whereas Tablets of various sizes and capabilities have the potential to overtake computers and even television screens for viewer attention.

4 4.  Networks will be challenged as viewers opt for specifically chosen programs on the DVR, VOD and online at their convenience. How can viewers discern which network aired which program at what time? This impacts audience flow, scheduling and branding and requires new creative methods. In this situation, television could become more like music where there is no longer a “Side B” – a weaker product that gains sampling because it is placed near a stronger product.

5 5.   There will be a blurring of the lines across current media formats. Print and radio could successfully make the transition to the IP and with that, expand their format capabilities, becoming de facto video content providers.  The media universe morphs, becoming much more competitive for consumers’ attention.

Q&A Interview with Betsy Frank - Time Inc

Betsy Frank, Chief Research and Insights Officer of Time Inc, has a background that spans many different media platforms and businesses - from agencies such as Saatchi, to networks such as MTV and now to Time Inc. and its print and digital offerings. In this fascinating six part interview, Betsy talks about her background and how the media landscape has changed over the past 30 years. She offers some media truisms – what is constant about the industry – thoughts and opinions about metrics, generational trends and where the industry is headed over the next five years.

The six videos of the complete interview are as follows:

Subject Length (in minutes)
Background (6:06)
Evolution (6:56)
Media Truisms (7:56)
Print and Time Inc (9:45)
Metrics (11:04)
Generational Change and Predictions (8:00)


Charlene Weisler interviews Time Inc CRO Betsy Frank who talks about her extensive media research background in this 6:06 minute video:




Time Inc CRO Betsy Frank talks to Charlene Weisler about the evolution of the media landscape over the past 25+ years including the act of change on television and print in this 6:56 minute video:




Charlene Weisler talks to Betsy Frank who discusses the concept of Media Truisms - those theories that do not change over time. This video is 7:56 minutes:




Charlene Weisler talks to Betsy Frank who discusses Print Media - how it is changing over time and the research she is doing at Time Inc. This video is 9:45 minutes:




Betsy Frank talks to Charlene Weisler about establishing media metrics in the evolving media landscape this 11:04 minute video:




In this final video (which is 8:00 minutes) Betsy Frank talks to Charlene Weisler about all types of trends - the possible generational change in consumer attitudes based on the current economic conditiion, other trends and some predictions for the next few years:

My Research Predictions for 2010

Over the past year I have been interviewing prominent researchers in the media industry. One of my favorite questions to ask is “What are your three predictions for the next five years?” The range of answers I receive is fascinating. (You can watch all these interview videos on my blog www.WeislerMedia.blogspot.com)


So as I turned the page on another year, I began to think about what my predictions would be for just one year ahead – 2010. Here are five of them, in no particular order:


1. Set top box data measurement will take a giant leap forward in terms of acceptability and usability.

I don’t think I am taking a big risk here with this prediction. The past year has seen several new organizations and affiliations launched with the purpose of helping formulate a basis for set top box measurement. Some of these new committees have already started to create standards, metrics and protocols to better facilitate usage. 2010 will be the year that these advancements take root and become part of our research tool kit.


2. What we measure will change.

As more data granularity becomes available through the internet and set top boxes, more detailed data will become available. New metrics will be created resulting in a more official transition away from standard age / gender measurements as the industry standards for posting purposes. But the full transition will come when the standard posting systems are updated to be able to accommodate the new terminology and metrics.


3. The Print industry will revitalize through the internet.

Currently business looks fairly dire for many print publications and newspapers. Many have closed or cutback in the past year. But as this year progresses and consumers adopt the various range of tablets, kindles, smartphones and handheld devices etc, there are opportunities for magazines and newspapers to not only survive this technological change but, if embraced, thrive once again. By expanding their range of platforms to include video and audio, we might see profitability return sooner rather than later as the ad make improves and some forms of paid content services take hold.


4. Subscription radio will remain on life support.

I-Tunes and apps like Shazam and Pandora have enabled cell phone users to create their own playlists and “radio stations”. Downloadable podcasts bring personalities to one’s own device. And these devices can be easily played anywhere – at home, in a car, on the street. So I think that subscription radio will continue to have a difficult year in 2010 because consumers have many flexible options to explore new music and then create personal, individualized listening formats. However, just like print, listener-supported and commercial radio could strengthen if they can expand into the internet and offer platform expanding features to their sites like video and text.


5. The decade of consumer revolt has begun.

Some researchers believe that the lessons of the Great Recession will be short-lived. But I think that just like the Great Depression formed life long purchasing patterns for that generation, our Great Recession has caused a seismic change in our attitudes about acquisition and money management. Today’s economic victims will become tomorrow’s savvy (and thrifty) consumers. And these revised purchasing patterns will last through the next decade. Companies that can provide goods and services that speak to this new attitude will thrive. And conversely, those companies that are perceived to be unfair to consumers (through over-charging or poor service, for example) will suffer. My advice – companies should make customer satisfaction a meaningful top priority.


What are your predictions for 2010?

The Consumer (Truly) Empowered

My first job out of graduate school was at a broadcast network where, in the late 70s, we used to joke that owning a broadcasting license was like a license to print money because it was so easily profitable. Good times. When cable came into the picture in the 80s there was initial discomfit but no real cause for alarm. And soon, many broadcasters either bought or launched their own cable networks so the television hierarchy remained intact. Viewers craving home entertainment were still captive to the television delivery box as we always knew it. Yes, customers were paying more for television but it expanded the choices available and was for many, worth the cost. Thus began the slippery slope for media companies.

Fast forward to the 21st century as we come face to face with the end of the television network model as we know it. We always like to give lip service to the viewer. “The viewer chooses”, we like to say. But it is never as true as today and many major media companies from magazines to newspapers to radio to television are at a loss as to how to fully monetize. Not only can viewers choose, they rule.

There are many factors placing stress on the current model such as the explosion of viewing sources and devices (many of which inter-relate with each other), faster connectivity so higher quality video can be delivered almost anywhere, burgeoning consumer choice and flexibility at a lower cost point, creation of new content on the consumer side in addition to the professional side as well as a plethora of new and finely divined data sources that challenge Nielsen’s measurement currency.

About five years ago I sat across from a senior executive of a network group and told him that we needed to bulk up our websites, negotiate for full program rights and create unique original content for the web because within the next 3 to 5 years viewers would be watching television on their computer. He said it wouldn’t happen because the industry could not monetize it. “Websites are just for marketing and branding the network”, he said. But now it doesn’t matter what we can or can’t monetize. The consumer is driving this change, not the media companies.

There are too many short term thinkers in the industry. How else to explain the crash and burn of so many once great media properties? As long as we reward short term thinking in place of long term strategies we will always be at the mercy of outside influences that reshape our industry beyond our control.

And yet, I see potential opportunities which are not short term or quick fixes.

 Radio and print could arguably have the most to gain from the internet revolution. They can, for the first time, break out of their historical media forms. A radio or magazine website can stream video, for example. And, no longer limited to the strength of its signal, a radio station site can reach a listener anywhere and everywhere, programming as many genres as there are tastes.

 For all media forms there is global advertising potential. I viewed Susan Boyle’s video on ITV’s Britain’s Got Talent website which was skinned with a Domino’s ad. There are many global brands. So why aren’t more American media companies reaching out to global advertisers … or creating new global advertisers? If I can buy British Telecom stock on the internet, why wouldn’t BT advertise to me on CNBC, CNN or Fox News outlets?

 New ways of using media require new metrics and measurements. There are more and more data sources, collected in real time and offering highly granular data points for valuable insights and trends. Let’s finally move from age and gender posting and create more up-to-date measurement systems that reflect a 360 degree media buy… or should we say a 720 degree buy taking into account the multi-tasking and interactivity of platforms?

The future of media is filled with opportunity if we are prescient enough to take advantage of it and cooperative enough to reach some consensus on certain issues such as measurement. Mitch Oscar of MPG has formed a committee on the latter and there are many strategic researchers at media companies who can contribute to the former, should senior management decide to listen.