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HOUSE BEAUTIFUL IN BIG PUSH TO SHOW WHAT SETS IT APART.

NEW YORK-If you've got it, flaunt it. That could be the subtext of a new editorial and marketing initiative House Beautiful is launching with its April issue.

"Only in House Beautiful" is a multitiered campaign developed with the goal of communicating the magazine's point of differentiation to readers and advertisers.

"It really started all the way back [in July 2000] when Marian [McEvoy, House Beautiful's editor in chief] left Elle Decor," said David Arnold, House Beautiful's publisher. "That set off a merry-go-round of editorial changes in a lot of the shelter books. What we've been hearing from marketers is that they have a hard time differentiating one shelter magazine from another. We got the sense that what is needed is to explain how we are different."

The magazine will use the "Only in House Beautiful" tag line to earmark unique editorial content such as "Swatch Watch," "He Said, He Said" and "At Home With Roehm." "Anytime you point out what you do, it's a good thing," said McEvoy. "We're in this wonderful time when people want to spend time in their homes, and spend money on their homes. Shelter books are a part of that, but if you ask me, none of us blow our own horn enough."

Helping advertisers sell products is a major part of the initiative. "We want to drive our readers to the retailers," said Arnold. One of the strategies to accomplish this involves House Beautiful editors choosing their favorite items at the High Point, N.C., furniture market and other trade shows to feature in the pages of the magazine. Vendors will be given a plaque that reads, "House Beautiful Loves This Piece," and hang tags to distribute to retailers so that consumers will know that a particular piece is endorsed by House Beautiful.

"The only way it works is because we only give the award to 12 products [at any given show]," McEvoy said. "Otherwise, it becomes meaningless."

The magazine is also sponsoring "Mondays With Marian." These biweekly events bring together designers, advertisers and House Beautiful editors to swap ideas and open the lines of communication.

"It's a forum for people to talk about design, and for people who aren't involved in the design world to find out more about it," Arnold said. "It's also an opportunity for retailers to meet top designers."
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Comment:HOUSE BEAUTIFUL IN BIG PUSH TO SHOW WHAT SETS IT APART.
Author:Nicksin, Carole
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Geographic Code:1USA
Date:Mar 4, 2002
Words:389
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