The New York Times
February 9, 1995, p. D2.
Revival of House & Garden
Conde Nast Publications plans to resurrect House & Garden,
the 92-year-old decorating magagine it closed down in 1993.
Steven T. Florio president of Conde Nast, said yesterday
that the magazine would be reintroduced next year and aimed
at people in their 30's who have bought "the big house
where they will be raising their children."
Mr. Florio said that he and the company's editorial
director, James Truman, were interviewing publishers and
editors and expected to make appointments within two
months. Two or three direct-mail tests will be conducted
before the end of 1995. The magazine's circulation is
expected to be in the range of 250,000 to 500,000.
House & Garden, a leading decorating magazine for
generations was renamed HG in 1987 as Anna Wintour, now
editor in chief of Vogue, tried to draw a younger audience.
But results were disastrous. Cancellations poured in and
the magazinc never really recovered. HG was closed down
after Conde Nast bought Architectural Digest, the
magazine's rival; the company said publishing two such
magazines would be redundant.
Mr. Florio said the new publication would not face such a
problem. He called Architectural Digest "much more
upmarket, really for the design community," while House &
Garden would be for a less formal audience that was just
discovering the pleasures of decorating and gardening.
END
February 9, 1995, p. D2.
Revival of House & Garden
Conde Nast Publications plans to resurrect House & Garden,
the 92-year-old decorating magagine it closed down in 1993.
Steven T. Florio president of Conde Nast, said yesterday
that the magazine would be reintroduced next year and aimed
at people in their 30's who have bought "the big house
where they will be raising their children."
Mr. Florio said that he and the company's editorial
director, James Truman, were interviewing publishers and
editors and expected to make appointments within two
months. Two or three direct-mail tests will be conducted
before the end of 1995. The magazine's circulation is
expected to be in the range of 250,000 to 500,000.
House & Garden, a leading decorating magazine for
generations was renamed HG in 1987 as Anna Wintour, now
editor in chief of Vogue, tried to draw a younger audience.
But results were disastrous. Cancellations poured in and
the magazinc never really recovered. HG was closed down
after Conde Nast bought Architectural Digest, the
magazine's rival; the company said publishing two such
magazines would be redundant.
Mr. Florio said the new publication would not face such a
problem. He called Architectural Digest "much more
upmarket, really for the design community," while House &
Garden would be for a less formal audience that was just
discovering the pleasures of decorating and gardening.
END