So I finally found something about the current magazine industry that I really had no clue about before reading the article. I knew that Martha Stewart puts her name all over everything, and her magazine came after many of her home goods lines were already established. However, I had no idea that other magazines were participating in brand extensions that spread into the retail markets.
The news here is that Country Living Magazine has decided to launch a home goods line that will sell at Kmart and Sears beginning in August. Apparently the magazine already has expanded its brand to a point where its name is on specialty foods, furniture, books and home decor, and now with this new initiative it can add another 700 SKUs to that list. The new line will include bedding, bath, tabletop and furniture items.
The Country Living Collection will have prices as low at $3.99 (for candles) and will go no higher than $349 (for dining furniture), so they are clearly targeting the spending-savvy consumer of today’s recession.
The magazine is also rolling out a new look and feel under its new editor, who is emphasizing COMFORT. A new shopping section will offer discounts and other special offers that will be exclusive to its readers.
I had no idea other magazines were already doing this as well. Real Simple has a line they sell at Target, and Better Homes and Gardens has branded home goods sold at Wal-Mart as well.
