The World Floor Covering Association is partnering with Meredith Corp., publisher ofBetter Homes and Gardens, to offer a new annual consumer magazine dedicated to flooring. The new publication, called Flooring, will be available in "thousands of retail outlets across the country, including newsstands, grocery, drug and home improvement stores." Plans call for the first issue to be published Oct. 28.
Commenting on the partnership, WFCA president and CEO D. Christopher Davis said his group "could not have found a better fit for our foray into publishing."
“Meredith is the leading publishing company serving our industry’s primary target consumer,” he said. “Their titles reach over 135 million American women, giving them the largest reach in the industry. We have the country’s foremost home and shelter authority and second largest magazine publisher as our partner."
Flooringwill be published byBetter Homes & GardensSpecial Interest Media Group. The magazine will serve as an extended buyer’s guide to help readers better understand flooring options, and will also act as an extension to the association’s consumer website at www.wfca.org, the WFCA said. The trade group added that it plans to work directly with Meredith publishers and writers "on content for the book and opportunities for media exposure." Additionally, "product placement will be made available to member manufacturers."
The new magazine is set to share the same distribution as other Meredith magazines, includingRenovation Style, Kitchen & Bath IdeasandBeautiful Homes.Circulation is expected to be 350,000, with a potential viewership of 1.4 million, the WFCA said, adding that the partnership is an extension of a consumer ad campaign with Meredith that began last year. The campaign is set to reach "over 22 million consumers," the WFCA said.
Advertising for the new book is available immediately.
WFCA to publish Flooring, new consumer magazine with Meredith Corp.
May 20, 2008