Charleston HOME Editor, Ellen McGauley dishes on HOME’s New Look
[image courtesy of Charleston HOME Blog]
As many of you likely know, Charleston HOME recently launched its new look in the Fall/Winter 2009 issue. After perusing its pages, we sat down with editor, Ellen McGauley, to chat about the new look.
PSI: What prompted this makeover?
EM: Primarily, it was two things: In planning any story or project, you ask yourself, “What are readers looking for right now?” and sometime last year, our art director Melinda (Mel) Monk and I began to recognize that the answer was changing quickly. The economy was making sweeping changes to our readers’ everyday habits, and our content needed to reflect that. One day, tricked-out kitchens are hot, the next, it’s all about smart use of square footage. Plus, it had been five years since the magazine’s inception. We needed to step back and readapt our magazine to today’s world.
PSI: Where did you draw inspiration from for the new look and updated editorial content?
EM: I admit, it wasn’t very scientific-no reader surveys or focus groups or consumer data. We’re magazine readers just like everyone else, so we took note of what magazines we were picking up at the grocery store and which we were leaving on the shelf. What kinds of articles did we cut out two years ago versus now? Plus, we watch the industry and we talk to people. What we came up with was an emphasis on food, projects, and houses with plenty of life in them. As for the look, Mel kept an eye on warm colors-familar hues associated with good feelings. “Fresh” looking greens, cranberry and orange.
PSI: Did you and the creative team have an “aha” moment in concepting that you knew “This is it!” or was it more of a gradual progression?
EM: Extremely gradual. A good example of this was a new section we introduced, One-Room Revamp. I told Mel that I was thinking of a section that broke down into simple steps how to refresh a room. Almost like a “Start Here” kind of thing that maps out the process. It was a good idea, but nobody could really visualize it. There were several attempts, and lots of headaches. After a month or so, I walked into Mel’s office and saw a layout on her screen. I recognized it immediately as that original idea we talked through, only better. There were several stories that started out far differently than they ended up.
PSI: How has the response been thus far? Have you received a lot of submissions to the at home editor online?
EM: I’ve found that we get the biggest responses to anything that involves traditions: whether we call for family recipes or our most recent question-”What’s your favorite neighborhood tradition”-we’ve learned that readers are more apt to share things that mean a lot to them.
PSI:We noticed a big shift in this issue dedicated to “local” and “shopping smart” or saving guides. Do you see this as the trend now, shifting moreso to local resources and more assessable, relatable design?
EM: Our 2009 event, Charleston Home Market, really opened our eyes to the variety and quality of goods made right here in our own community. And I think people really want to spend their money locally-the trend is just more pronounced now because people are thinking harder about who is benefiting from their business. Is it the Charleston economy, a corporation across the country, or a manufacturer on the other side of the globe? As a local magazine, we want to make sure readers know what’s out there, who the local guys are, and where they can find the deals.
PSI: Given your industry insight with both consumers and the trade, where do you see the balance between DIY and hiring professionals (architects, designers, contractors)?
EM: This really depends on the person. For many, hiring a professional represents an “Ahhhhh” moment, like getting a great haircut. For others, decorating is personal and more about the process than the result. It’s true there’s a greater interest in do-it-yourself projects now that times are tight, but I’m not sure those who tend to hire professionals are switching their habits–I think the DIYers are just doing more of it.
PSI: You talk a lot about “nesting” in this issue and in the magazine moving forward…the importance of making a home comfortable and fitting for those who call it home. What are your three must-haves for your home personally?
EM: A comfortable sofa. For years, I had this cheapo version, and I’d feel more at home at other people’s houses than in my own. I got the right sofa and bingo-problem solved. Also, my books. I have lots-everything from design books to novels-and that’s definitely a comfort thing, too. As for a third, I’d say that’s a weekend day to nest. I turn on a Law & Order marathon and start cleaning, moving things around, cooking, whatever. There’s really nothing that makes me feel more at home than that.
PSI: We heard from the readers, and now, we want to know from you…what’s the one household item are you willing to splurge on?
EM: Food and drinks for get-togethers at my house.
PSI: What would you say, if you had to narrow it to one, is the most significant difference in this newly debuted Charleston HOME vs. previous issues?
EM: I know I’m going to break the rules here and mention several things rather than just one, but here’s a stab at an answer. If we can’t swing something ourselves, it doesn’t go in. We’re keeping a closer watch on our purse strings like everyone else, so we have to be able to fit a project, recipe, planting idea into our own schedules and budgets. We don’t just hire someone else to come in and make it happen. Also, food. We’ve adapted our content to pack more recipes into each issue. By the way, what hasn’t changed? We’re not downsizing our featured homes to make room for anything else. We’ve always had great success with the homes we shoot for the magazine, so we didn’t fool with that.
PSI: What’s in the future for Charleston HOME? And, do you anticipate it ever going back to quarterly?
EM: Yes! Until the economy bounces back, we’re jamming all our ideas, recipes, and houses into two packed issues a year, and making use of the web to bring readers the everyday content. But our plan is to move back up to a quarterly schedule-we’re extremely excited about the year ahead.
Thanks, Ellen!
For this issue only, you can see the magazine in full digital form here. Go on, take a peek.
Plus, we’re curious…what are your thoughts on the new look? Do tell!
