Incollect 10-18
digital disruptors
Property Brothers, Kate Hudson and more team up for Hearst's MagFront program
Oct 27, 2017
Katy B. Olson

Kicking off with a roster of celebrities including Kate Hudson, Ali MacGraw, Michael Shannon, Jonathan and Drew Scott, Molly Sims, Danielle Brooks and Pioneer Woman’s Ree Drummond on hand, Hearst Magazines launched its fifth yearly MagFront, an editorial- and marketing-focused initiative hosted by Hearst Magazines President, Marketing and Publishing Director Michael Clinton last week. Designed to spur creativity among marketers and consumers alike, the initaitive's hallmark event introduced a number of the magazines' creative new programs.

HGTV Magazine Editor-in-Chief Sara Peterson with Drew and Jonathan Scott
HGTV Magazine Editor-in-Chief Sara Peterson with Drew and Jonathan Scott

The initiative spans the publisher's magazine categories. On the homefront, ELLE DECOR Editor-in-Chief Whitney Robinson shared a special series focused on rituals, including a focus on bath rituals; while Town & Country Editor-in-Chief Stellene Volandes introduced Prep School, guides which provide advice on weddings, vacations and more, in tandem with in-person events; and Veranda launched its first-ever Travel + Design issue.

“We present our most integrated, comprehensive programs at the MagFront, and every year, the ideas get more ambitious and unique,” Clinton said. “Last year, we shared O, The Oprah Magazine’s Year of Adventure concept, which resulted in an award-winning partnership with Holland America Cruise Lines. We also teed up a one-of-a-kind celebration for Harper’s BAZAAR’s 150th anniversary: an evening of the brand’s extraordinary photography projected on the Empire State Building; with our partner Tiffany & Co., we created an unforgettable live and social sensation around the globe. Hearst is known for embracing print and digital with a vibrant pipeline of projects and this year’s programs are outstanding, each one reflecting the brand’s specific point-of-view and the passion-points of its readers.”

Ali MacGraw and VERANDA Editor-in-Chief Clinton Smith discuss the IBU Movement, which supports female artisans making home and fashion products.
Ali MacGraw and VERANDA Editor-in-Chief Clinton Smith discuss the IBU Movement, which supports female artisans making home and fashion products.

At the event, Carey shared of its goals: “Against a backdrop of ever-faster disruption, these ideas, from these respected magazine media brands, feel just right. These brands stand for trust and credibility. Here at Hearst, we take that responsibility seriously, in the care, attention and quality of how we create our products and through re-imagining our powerful franchises, creating new ones in partnership with some of today’s most innovative companies and scouring the world for exciting acquisitions that expand that footprint.”

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