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BUILDING A NEW SHELTER: Shelter titles are gaining some traction right now, and New York Magazine is getting into the game. New York will launch a stand-alone design magazine, New York Design Hunting, starting this May. The magazine will have a circulation of 75,000 and be available on newsstands for $6.99.
The launch issue is technically a trial run, but New York publisher Larry Burstein told WWD that it’s likely Design Hunting will have future issues and run more than once a year. New York already has another stand-alone magazine, New York Weddings, which comes out twice a year.
New York’s design editor, Wendy Goodman, will edit the magazine, which gets its name from her weekly newsletter, Design Hunting.
And why launch a magazine right now?
“We are having a shelter moment,” said Burstein.
He said the home category picked up 22 percent in ad pages for New York last year and that “there’s momentum that I haven’t seen in the past.”
Like Weddings, the design magazine will be geared toward a local audience — half of the 75,000 issues will be available on the newsstand in the city and half will go, for free, to design professionals, showrooms, trade locations and so on.
The timing looks good. In the last few months, top shelter titles are seeing good returns. In the first quarter of this year, Architectural Digest, Elle Décor and Veranda saw ad-page spikes of 23, 40 and 62 percent, respectively, according to Media Industry Newsletter.
Likewise, Condé Nast will publish a special edition carved out of its Domino archives called Domino Quick Fixes. That will hit newsstands in April, and another Domino special edition will be published in the fall.