min’s 2011 Editorial & Design Awards: Best Launch

11/07/2011

 

Best Launch (Editorial Print) 

  • Home Fashion Forecast: Home Fashion Forecast (b2b winner)
  • Dash: Parade (consumer winner)

Home Fashion Forecast: Home Fashion Forecast (b2b winner)

It’s no secret that launching a print magazine in today’s economic climate takes guts. Publisher Scranton Gillette Communications invested big in the visual impact of Home Fashion Forecast by printing it on high-brightness, glossy, sturdy body stock at tabloid size.

It mitigated risk and upped the air of exclusivity by limiting print distribution to quarterly home furnishings trade events in High Point, N.C., and Las Vegas. Instead of mailing the magazine, the team heralded its arrival with e-blasts that also linked to a digital edition to more than 22,000 interior designers and furniture store buyers.

“This audience is inherently drawn to superior design, so by showcasing the very best imagery available in a compelling graphic presentation we cut through the clutter of existing trade media and establish our brand,” says Laura Van Zeyl, publisher/editorial director of Home Fashion Forecast.

Dash: Parade (consumer) 

With its tag line of “Simple. Fast. Delicious,” Parade’s new food magazine–distributed via newspapers and a digital network–has been a success with busy moms who don’t subscribe to food magazines but are hungry for easy, healthy recipes for their families.

“They represent a new audience for advertisers, and Dash reaches them monthly through a trusted medium—the daily newspaper—on coupon day,” says Maggie Murphy, editorial director at Parade Publications. “The Dash mom someone always in the midst of the afternoon dash.”

After debuting online in September 2010 and with a special holiday print issue in November, Dash began monthly publication in February 2011, with a circulation of 8 million in 100 leading newspapers. We’ll bite!

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