This just in from a Better Homes & Gardens editor who spoke at a recent media gathering:
- The hard-working folks at BH&G’s parent company Meredith (slogan: We Inspire. She Makes It Happen) have re-branded their editorial staff as Content Strategists. Whenever a piece of content (commodities that were themselves re-branded from their old, boring names of ‘writing’ and ‘art’) comes their way, they strategize over what to do with it. Should it be an article? A sidebar? A blog? A book? A video? An email? A video game? A toy? A tool? A punctuation mark? It’s up to the strategists.
- The way to really make bank at BH&G is to suggest homes or gardens for them to photograph. If you do that, you’re called a ‘finder’, and you get $500 just for finding it. If you take the photos or write the article, you also get a cookie. (Kidding. They do pay for that, too.)
- You’re gonna see a lot more of those now-and-then ‘specialty’ publications from them (BH&G Decks & Patios, that sort of thing)
- One of those specialty publications, Nature’s Garden, is all about gardening WITH nature. As opposed to…well, never mind. One word they don’t use in Nature’s Garden? "The O-word." Why? "Well, there’s another magazine that has that pretty well covered." That’s right. Even ‘organic’ has been re-branded as…uh…gardening with nature. But not necessarily without Miracle-Gro. I get it. I guess.
- They’re having a devil of a time figuring out how to reach those durned twenty and thirty-something gardeners. Are they out there? Who are they? What do they want? Not the O-word, right? We don’t use the O-word. It’s not part of our content strategy.
You figure it out. I’m going back to bed.