Article Number : 3310 |
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| Date | 6/3/2008 9:47:10 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3310 |
| Abstract | ANAHEIM, CALIF.—In its continuing quest to assist retailers by raising the awareness of flooring to consumers, the World Floor Covering Association (WFCA) announced an expansion of its partnership with Meredith Corp. with a new consumer magazine dedicated entirely to the subject of flooring... |
| Article | ANAHEIM, CALIF.—In its continuing quest to assist retailers by raising the awareness of flooring to consumers, the World Floor Covering Association (WFCA) announced an expansion of its partnership with Meredith Corp. with a new consumer magazine dedicated entirely to the subject of flooring. This past December, WFCA teamed with Meredith Corp., the second largest publisher in the world, on a national advertising campaign slated to reach over 22 million consumers (FCNews, Dec. 24/31). This new arrangement will have Meredith’s Better Homes & Gardens Special Interest Media Group publish an annual magazine just about flooring. Flooring, as it is scheduled to be subtitled, will not only be done in a familiar style and fashion to the publisher’s other special interest publications, it will share the same distribution as the other Meredith books, including: Renovation Style, Kitchen & Bath Ideas and Beautiful Homes. Calling it a complement to the ad campaign, Chris Davis, WFCA’s president and CEO, said the new magazine will be sold in thousands of retail outlets across the country, including newsstands, grocery, drug and home improvement stores. He noted, “The contents will be much like the www.wfca.org Web site, but will include the latest ideas in flooring right now as well as targeted content to serve as a buyer’s guide and help readers understand the different flooring options and how to make the best selections for their home. There will be guidelines and tips and extensive photography that will help readers successfully plan and complete flooring upgrades.” To ensure the publication’s editorial accuracy, WFCA will supervise and approve all editorial copy and work with Meredith. Though Davis does not anticipate it will need much help or guidance. “Meredith is the second largest publisher in the world and the largest publisher of books and magazines in the category of home improvement, home decorating, design and shelter. It publishes 26 subscription magazines, in excess of 200 special interest publications and has over 400 books in print. Its titles reach over 135 million American women, giving it the largest reach in the industry.” Female friendly With so much experience, “the competency of its research and editorial staff is second to none,” he added. “The corporate slogan is: ‘We inspire. She makes it happen,’ which gives some insight on how the publisher views and values the female customer. We could not have found a better fit for our foray into publishing.” Davis shared with FCNews some of the features expected to be included in the magazine: • Inspiration from the Pros: Four flooring designers (the specific designers were yet to be chosen at press time) share their expert insight into the best flooring possibilities for your home. • Spend Smart: Detailed reporting on today’s best flooring buys for your home. • Top Selections: The very best floors in the marketplace right now. • Installation: Steps to getting your floors into your home, including when to consider a contractor versus a DIY job. He said additional stories will touch on flooring options for each room of the home, green flooring solutions and the perks associated with the various categories of home flooring. In essence, the magazine will serve as an extended buyer’s guide. “The purpose of this publication is,” Davis explained, “to provide interesting and compelling information and education about flooring options to consumers to assist them through the purchase process.” Retailers, he added, will also benefit from the publication because of the increased awareness of the category and better informed consumers purchasing flooring. The retail price is currently anticipated to be $6.99, consistent with other Meredith special interest publications. The inaugural issue is scheduled to hit newsstands Oct. 28 as both editorial and advertising are currently being worked on. As part of the partnership and to supplement newsstand sales, Davis said WFCA will have 20,000 copies of the publication available for distribution to member retailers upon request for whatever use they deem appropriate. For more information, please call the WFCA at 800.624.6880. |