By tapping into new audiences and demographics largely uncatered for by current media providers, Real Homes intends to make interior design accessible to people of all ages and incomes, says Future.
Leaning on the emotional connections consumers have with their homes through memories and prized possessions, Real Homes intends to bring them a magazine to ignite inspiration and spark creativity.
“For too long, homes magazines have followed the same formulas and spoken to the same people,” says Jason Orme, Editorial Director at Future plc.
“We wanted to create a new type of magazine that not only reflected the shifting media usage of the audience but also the changing nature of the housing market.”
The new-look magazine aims to be all-encompassing and a one-stop shop for interior and home lovers. Future believes the new Real Homes will enjoy a new audience from many areas, including:
● Those who have felt interior style has been inaccessible for their income
● A younger audience with a penchant for interior style
● An audience looking for an alternative to the current formulaic and dull women and homes market
● An audience who find the cheaper homes magazines relevant but uninspiring and not beautiful.
“We’ll be doing so much more! The new magazine will have all the covetable house design and style you expect from a premium, market-leading magazine, but we’ll be making it accessible to all,” says Acting Editor, Beth Murton.
“Ultimately in this busy digital age a magazine has to be a treat, an edited chunk of enjoyment — and fun. The new Real Homes makes reading homes magazines fun again.”
According to the publishers, readers can expect a host of new features including:
● A Home Life section recognising the importance the home has in wellbeing, work and lifestyle
● A Style Agenda section, which aims to redefine the homes magazine style sections, including Sunday Project: Feature Walls; Renter’s Corner; and Easy Updates
● Transformed, Inspiring Case Studies including Q&As.
Editorial Director, Jason Orme says: “The home interest shelf has for too long not been relevant to the generation excluded from the housing market. We wanted to reconnect homes magazines with people who live in rented properties, or in a houseshare, or even with mum and dad. This audience wants everything in their lives to be well designed and good value - so why not where they live? By talking to people who don’t necessarily own a home we will be bringing a whole new audience to the homes magazine shelf.”
Future says it recognises the need for change in a digital era with growing influence from social media. As a result, Real Homes will be bringing the best of this new world to the magazine with Lisa Dawson as the magazine’s first cover star and columnist, who will not only be bringing her thoughts every month but also some of her 100,000+ followers.
In addition to the magazine relaunch, the brand has been enjoying the benefit of significant investment in its new digital offer, RealHomes.com. The site and magazine are now complementary, offering style ideas, interesting reads and expert advice on topics ranging from choosing furniture, storage and decorating ideas to project guides and much more, say the publishers.
The relaunched Real Homes is on sale now. The issue contains four specially commissioned typographic art prints.