BETTER HOMES AND GARDENS UNVEILS NEW TRADE CAMPAIGN AND BRAND MARKETING EFFORT NEW YORK, April 21, 2005- Better Homes and Gardens ®, the flagship publication of the Meredith Corporation ( NYSE:MDP) , today announced a new trade and marketing campaign focused on the theme cWhat Really Matters, d designed to embody the important connection and the relationships between the people, places and activities in their lives. The campaign, developed with the Sullivan Group, a leading brand marketing consultancy, is comprised of a series of initiatives including; print and online trade advertising, a nationwide series of agency events and presentations, and web-based crecreations d of agency professional 9s responses to face-to face interviews on cWhat Really Matters d in their lives. The trade and marketing effort was the culmination of an extensive brand positioning effort developed by the Sullivan Group based on interviews with over one hundred media professionals at leading advertising agencies nationwide.
Sullivan probed these leaders to define what really matters to them and the research revealed that their number one priority was ccreating a life with meaning 3 a theme consistent with the desire of the 38 million monthly readers of Better Homes and Gardens , d says Tom ... more. less.
Harty, senior vice president, general manager and publishing director of Better Homes and Gardens. During the interviews, each media professional was photographed for a cWhat Really Matters d Agency Book and Web Site, www.bhg.com/whatreallymatters , which will be presented at agency events in key cities such as New York, Chicago, and Detroit. The agencies interviewed during the research phase include: MediaVest, Mediacom, Mediaedge:CIA, Media Kitchen, Universal McCann, OMD New York, GM Planworks, JWT Comm/Ford Motor Media, OMD Chicago, and Mindshare.<br><br> cMore women read Better Homes and Gardens today than read Real Simple , Martha Stewart Living , and O, The Oprah Magazine combined, d says Harty. cWhat really matters to our readers is creating a home that goes beyond walls and objects, motivated by the desire to create meaning for themselves, their friends and their families. It is the powerful emotional connection between the elements in our homes and the people that is the basis for our lives. d He continues, cIt could be a surfboard hanging in the garage that reflects an individual family member 9s passion or an outdoor entertaining area where we gather with friends.<br><br> Regardless of the point of reference, there are strong emotional connections in our homes that help us define what really matters in our lives. d c Better Homes and Gardens is successful because it understands and helps today 9s women in all the aspects pertaining to their homes, d says Jill Montaigne, practice lead, Media & Entertainment for Sullivan and Company. cThe interviews taught us that, despite different demographics, the media professionals and Better Homes and Gardens readers all value their connections with family, friends, their home, and community above everything else. d Better Homes and Gardens magazine, with a circulation of 7.6 million and a readership of 38.2 million, is America 9s foremost home and family authority. Better Homes and Gardens is dedicated to the most important people and most important place in a person 9s life 4family and home.<br><br> Better Homes and Gardens was named # 1 in Adweek 9s cThe Hit List d for the second year in a row. Contact: Katharine S. Robbins, 212.551.7033; email@example.com Patrick Taylor, 212.551.6984; firstname.lastname@example.org<br><br>