Changes at Elle Decor & Metropolitan Home

Hachette Filipacchi Media announced today that they are making changes to their publishing empire. And no, it doesn’t mean the mags are closing (unlike Domino, et. al). According to their press release this change represents “a dynamic new structure to promote growth for the future by creating brand groups centered around the women’s titles, each led by Chief Brand Officers. The Chief Brand Officers will have responsibility for their respective business units, including developing new revenue streams, setting brand direction across platforms, and integrating print and digital advertising sales. “

Deborah Burns has been named Senior V.P., Chief Brand Officer, Luxury Design Group which includes ELLE DECOR and Metropolitan Home. Deborah will report directly to Alain Lemarchand, President & CEO of HFM and serve on the company’s Executive Committee. Margaret Russell, VP, Brand Content, ELLE DECOR and Donna Warner, VP, Brand Content, Metropolitan Home will remain as Editors In Chief of their magazines and are additionally responsible for brand consistency and contributing content across platforms. “Preserving editorial integrity is key, and the Editors In Chief will be part of an Editorial Committee which Lemarchand will chair. The brand content editors will work closely with digital editors on the development of content through joint project groups; the Digital Media group will remain responsible for digital platforms.”

So, in real speak, what does this mean? It looks like the mags have finally caught on to the value of the digital world. Both Deborah Burns and House Beautiful’s Steven Drucker said so in this article by Terri Sapienza of THE WASHINGTON POST.

And, what will it mean for the design blogs? Says Steven Drucker” I think blogs are the best thing to happen in my 30 years in the industry. They spread the word about us. Blogs are basically magazines that are not financially viable. Magazines that are currently in peril would probably be much better off as blogs.”

Interesting question – as the shelter magazines ramp up their online presence, or even go solely internet based, what does that mean for today’s design bloggers?

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xoxo Linda

7 thoughts on “Changes at Elle Decor & Metropolitan Home”

  1. bring it on, we can take it. magazine blogs lack the personal touch of blogs. the ‘my father died’ posts – the ‘it was my anniversay’ posts. we can live together. great post!

  2. While I do love spending hours viewing beautiful interiors on the internet… I do still love pulling my magazize out of the mail and using it as a reference later on!
    I guess we’ll have to wait and see…

  3. Joni and Alice – you’re both right, I think. Nothing replaces the “hand feel” of a beautiful magazine layout. But the magazines and their online worlds can’t match the bloggers for immediacy and interaction.

    I think the mag editors have always remained aloof arbiters of what’s hot and in. If they were to suddenly be in direct communication with readers and even designers looking to pitch their work, how would they respond? Would they even be able to keep up with the direct input/critiques? I wonder.

  4. Okay – another thought. Not all of the design bloggers provide real feedback and connection. Apartment Therapy and Design*Sponge rarely really respond directly to their commenters and they certainly don’t post comments on other blogs. So, have AT and D*S (and others) laid the ground work for the mags to go online without really being part of the “community”?

  5. This is very interesting and leads to very interesting speculation of what lies ahead. I would think magazines planning to become blogs would ask some of you veteran bloggers for tips or at least to write a weekly post. What ever happened to market research? No one knows the blogging reader better than Linda and Joni!

  6. Suddenly being a magazine editor sounds like alot more work – bottom line, spread sheet type of work. I think Peter Drucker would be an interesting blogger – wonder if he’s ever consider doing that in his role as Editor?

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