'GH' HOPES TO LURE YOUNGER READERS TO 129-YEAR-OLD MAGAZINE

摘要

Good housekeeping is a monster brand for parent company Hearst. The 129-year-old magazine is among its largest in terms of revenue, with more than 4.4 million subscribers. But it faces a looming challenge, inherent in its very name. The moniker is hardly the kind of image that attracts the younger, modern woman Good Housekeeping must reach to remain vital. The average reader is 55, among the oldest in its competitive set. Its print ad pages have declined in four of the past five years, slipping 7% in 2013, according to Media Industry Newsletter. Hearst execs say Good Housekeeping is healthy, but they also acknowledge the need to evolve it.